Factors affecting British revisit intention to Crete, Greece: high vs. low spending tourists

Abstract

Determinants (i.e., destination image, tourist motivation, and perceived quality), satisfaction, perceived value, complaints are related to the intention to revisit a tourist destination. These three determinants also relate to tourist satisfaction through the moderating role of tourist expenditure (TE) for future re-visitation. The sampling targets to test these assumptions were British tourists on holiday in Crete, Greece. We used a component-based approach using the partial least squares method to analyze the data. The results of this study show that destination image, tourist motivation, and perceived quality have a significant effect on satisfaction, which subsequently affects tourists' perceived value on a destination, which, in turn, influences the level of complaints and the decision to revisit a tourist destination in the context of British tourists to Crete. Therefore, the results urge tourist destination managers to anticipate tourist satisfaction, perceived value, and complaint when determining revisit for tourist destinations through destination image, tourist motivation, and perceived quality. Furthermore, this study examines the differences between low-TE and high-TE groups on relationships between three determinants and tourist satisfaction, revealing that the relationships between destination image and satisfaction, between tourist motivation and satisfaction, and between perceived quality and satisfaction are significantly different according to the low-TE and high-TE groups. Thus, tourist destination marketers should consider TE as a key factor in market segmentation.