Data on the relationship between traveller perceived value and traveller intention to revisit a destination

Abstract

Data was collected at the OR Tambo Airport in Johannesburg South Africa from 503 willing international tourists. The survey was self-administered over a two-month period. Due to the absence of a sampling frame, non-probability sampling was adopted in selecting participants. A unique conceptual model was developed to test the causal effect of traveller perceived value on cognitive and affective destination image as well as on traveller intention to revisit. In addition, the direct effect of cognitive and affective destination image on traveller intention to revisit was also measured. Analysis of data involved descriptive statistics and structural equation modeling conducted in the Statistical Package for the Social Sciences (SPSS) 25 and Analysis of Moment Structures (AMOS) 25 respectively. Descriptive statistics produced frequencies on gender, age, travels, purpose of trip and holidays associated with each respondent. Structural equation modeling was conducted following a two-step process. First, confirmatory factor analysis followed by hypothesis testing. Further research could assess the possibility of a link between affective and cognitive destination image.