Host-tourist interaction, revisit intention and memorable tourism experience through relationship quality and perceived service quality in ecotourism

Abstract

ABSTRACT This study aims to investigate the relationship between local host-tourist interaction, perceived service quality (PSQ), relationship quality (RQ), memorable tourism experience (MTE), and revisit intention in ecotourism based on social exchange theory. A questionnaire was sent through an online survey to the Iranian tourists who had chosen local accommodations in Iran, Iraq, and Turkey during the 2019–2020 and included both domestic and international destinations. A total of 406 valid questionnaires were obtained, and the proposed research model was tested using partial least squares structural equation modeling (PLS-SEM). The results indicate that hedonic and functional interactions have a positive impact on RQ and PSQ. On the other hand, RQ and PSQ contribute significantly to memorable experiences and revisit intention. Drawing on a large sample of eco lodging guests, this paper sheds light on the relationships between host-tourist interaction and RQ and PSQ for motivating behavioral intentions like visiting again and memorable experience.