Examining relationships between COVID-19 destination practices, value, satisfaction and behavioral intentions for tourists' outdoor recreation trips

Abstract

Using a structural equation model, this study examined the influence of tourists' satisfaction with COVID-19 practices at destinations on tourists' value, satisfaction, and behavioral intentions (revisit and recommendation intentions). From a sample of 405 tourists who participated in outdoor recreation trips after March 2020, this study found that satisfaction with COVID-19 practices at destinations had significant impacts on tourists’ perceived value, overall satisfaction, and revisit/recommendation intentions, controlling for the impacts of socio-demographic, trip, and destination-related factors. This study also examined how first-time and repeat visitors developed behavioral intentions differently, using multi-group analysis. Specifically, revisit/recommendation intentions for repeat visitors were not associated with satisfaction with COVID-19 measures, whereas the relationships were significant for first-time visitors. Finally, theoretical and managerial implications based on study findings were outlined and recommendations for future research were made. • A model of behavioral intention including COVID-19 measures at the destination. • Socio-demographics, trip and destination attributes as control variables in the model. • COVID-19 destination practices found to influence behavioral intentions. • Overall satisfaction and value influence behavioral intentions. • Difference in behavioral intention model between first time/repeat visitors.