The Effect of Social Aspects on International Tourists’ Revisit Intention to Cultural and Heritage Sites in Jordan: The Mediating Role of Destination Image

Purpose – The current study seeks to appraise the key factors motivating foreign tourists to revisit cultural heritage sites. Methodology – Data were gathered through questionnaires distributed to foreign tourists visiting Jordanian heritage sites, selected using purposive sampling. Of the 350 responses gathered, 309 were deemed suitable for statistical analysis. Structural equation modeling was conducted using SmartPLS. Findings – Safety, security, and the destination image were revealed to be positively associated with the intention to revisit cultural and heritage places. Contrarily, country knowledge, accessibility, and price reasonableness were insignificant. The destination image significantly mediated the relationship between country-specific aspects and revisit intention. Nonetheless, the mediation effect was insignificant on the relationship between country knowledge, accessibility, and price reasonableness. Originality – The current study applied a novel approach by incorporating country-specific factors, the destination image, and revisit intention to appraise cultural and heritage tourism. Specifically, a positive destination image formed after visiting cultural and heritage sites significantly influences revisit intention, fostering destination loyalty and contributing to the economic sustainability of the tourism sector.

Purpose: This study aims to analyze the influence of Destination Image and Amenities on Revisit Intention with Visitor Satisfaction as an intervening variable at Balaputra Dewa Museum. The research seeks to understand how these factors contribute to improving the visitor experience and encouraging return visits. Research Methodology: The research employs a quantitative approach using Structural Equation Modeling (SEM) with Partial Least Squares (PLS). Data were collected through questionnaires distributed to 150 visitors of the Balaputra Dewa Museum, measured using a Likert scale. The model tested direct and indirect relationships between Destination Image, Amenities, Visitor Satisfaction, and Revisit Intention. Results: The findings indicate that Destination Image and Amenities significantly impact Revisit Intention. Visitor Satisfaction mediates the relationship between Destination Image and Revisit Intention, as well as between Amenities and Revisit Intention. Destination Image was shown to have a stronger influence on revisit intention compared to amenities. Indirect effects underscore the importance of visitor satisfaction in maximizing the impact of destination attributes. Conclusion: This study shows that Visitor Satisfaction helps explain how Destination Image and Amenities influence Revisit Intention at the Balaputra Dewa Museum, adding to knowledge in tourism and destination management. Limitations: The study is limited to one museum, which may reduce its applicability to other cultural or tourism sites. The cross-sectional data does not reflect long-term changes in visitor perceptions. Contributions: This research contributes to tourism management literature by emphasizing the role of destination image and amenities in fostering visitor satisfaction and revisit intention, providing insights for museum managers and policymakers. Novelty: The study introduces Visitor Satisfaction as an intervening variable, offering a deeper understanding of how satisfaction bridges the relationship between Destination Image and Amenities with Revisit Intention.

Tourism drives economic growth, cultural preservation, and regional income, yet the iconic Floating Market in Banjarmasin City has seen visitor numbers drop sharply from 79,120 in 2023 to 61,356 in 2024. Modern land infrastructure, river pollution, and limited facilities have diminished its traditional charm, prompting the need for smarter promotion strategies. This study investigates how social media marketing and destination image affect tourist satisfaction and revisit intention, with city branding acting as a moderator, among visitors to Banjarmasin’s Floating Market. Data were gathered via an online questionnaire from 250 tourists and analyzed using PLS-SEM in SmartPLS version 4. The results show that social media marketing and destination image both positively influence tourist satisfaction. Destination image and tourist satisfaction significantly affect revisit intention, while social media marketing has no direct effect on revisit intention. Most importantly, city branding moderates the relationship between social media marketing and revisit intention, strengthening the path when city branding is high. These findings highlight the urgent need for Banjarmasin authorities and market managers to weave a consistent “City of a Thousand Rivers” brand into social media campaigns. Combining authentic cultural storytelling with improved site conditions can revive visitor interest, enhance satisfaction, and secure long-term loyalty for this unique heritage attraction.

International tourists’ perceptions of the destination’s image, travel satisfaction and revisit intentions are crucial to effective destination marketing and overall destination competitiveness. Tourist destinations often compete through their image in potential tourists’ minds. Therefore, a destination image is central due to its influence on tourists’ decision-making and destination selection. Successful destination marketing depends on the in-depth understanding of the destination image held by tourists. This study investigates the destination image changes of Mongolia for specific periods of time. The research examines the attributes of destination images through a longitudinal comparison of data sets from 2004 to 2019 to determine if any change in destination images existed over time. The research model was developed on the attributes of cognitive and affective images, tourist satisfaction, and revisit intentions. The first set of data was obtained from the 280 international tourists who travelled to Mongolia in 2004. The second set of data was obtained from 310 international tourists who travelled to Mongolia in 2019. The research model was validated using structural equation modelling. Independent sample t-tests were performed using two data sets to examine changes in the destination image over the years. The result shows that there are positive changes in the cognitive and affective image of the destination in a given period of time, which influenced tourist satisfaction and their revisit intentions. The implications of the research findings for the travel intermediaries, destination marketing organizations, and potential future research are also discussed.

Pengembangan suatu daerah tentunya harus menyebar untuk memberikan rasa nyaman dan kemakmuran bagi masyarakat dan mampu menghasilkan pendapatan lokal. Salah satu fokus pengembangan daerah adalah pariwisata. Kegiatan pariwisata sudah menjadi bagian dari kehidupan masyarakat. Dampak pariwisata ini bisa dirasakan hampir di sektor bisnis di daerah itu. Seperti hotel, kerajinan, makanan khusus, dan sektor UKM lainnya. Pengembangan pengguna media sosial harus dimanfaatkan oleh pemerintah daerah untuk menarik wisatawan. Di sisi lain pemerintah daerah harus membangun servicescape dan destination image bertujuan untuk membawa niat wisatawan datang ke daerah pariwisata. Penelitian ini bertujuan untuk mengukur electronic word of mouth, servicescape, dan destination image terhadap niat mengunjungi kembali dilakukan pada wisatawan di luar Sumatera Barat yang telah mengunjungi Kota Pariwisata Payakumbuh dengan 150 responden. Penelitian ini menggunakan metode kuantitatif dengan model analisis jalur. Hasil dari penelitian ini adalah Variabel elektronik word of mouth berpengaruh positif signifikan terhadap citra tujuan. Variabel servicescape memiliki efek positif dan signifikan terhadap gambar tujuan. Variabel dari mulut ke mulut memiliki efek terhadap revisit yang dimediasi oleh destination image. Variabel servicescape memiliki dampak positif dan signifikan pada niat mengunjungi kembali yang dimediasi oleh destination image

The paper deals with the relationship between the presence of world heritage sites in a country and the volume of international tourist arrivals and international tourism receipts. World heritage sites are unique tourist attractions with enhanced attention paid to their protection, preservation and sustainability. The paper analyses whether the needs of sustainability can be harmonised with the requirements of a profitable and successful tourism sector, by statistical analysis of data about world heritage sites and tourism performance, for 129 countries of the world from 2014 to 2017. The results show that both cultural and natural world heritage sites are generally strong attractions for tourists and can contribute to increased arrivals and receipts. Cultural sites were found to have higher impact on arrivals, while natural heritage sites seemed to have more impact on receipts, which suggest, that visitors of natural world heritage sites are usually higher spenders, than tourists visiting cultural sites. Countries widely differ, however, in this respect by their geographical locations. Countries in Europe and Latin-America & the Caribbean region benefit most from cultural world heritage sites, while African, and North American countries experienced the benefits of natural world heritage sites more. The general level of development measured by per capita GNI also mattered for the less developed areas, but not so much for developed regions that possess a suitable level of infrastructure, health and education, and living standards.

The role of electronic word-of-mouth (EWOM) in enhancing the image of tourism destinations and influencing tourists’ revisit intentions has been widely examined in the tourism literature. However, few studies have explored the moderating effect of EWOM on the relationship between destination image and tourists’ revisit intentions. Furthermore, few studies have investigated these relationships in the context of Tra Vinh Province, Vietnam, an emerging and strategically significant tourism destination known for its unique cultural and natural attractions. To address this research gap, the present study aims to assess the impact of EWOM on destination image and tourists’ intention to revisit, with a particular focus on its moderating role in the relationship between these two variables. A quantitative research approach was applied to achieve the research objectives. A total of 500 questionnaires were distributed to tourists visiting ten major tourism attractions in Tra Vinh Province, which were randomly selected from a total of 71 attractions. Each site received 50 questionnaires to ensure diverse representation. After data collection, 347 completed questionnaires were deemed valid and usable for analysis, yielding a response rate of approximately 69.4%. To examine the moderating effect of EWOM, hierarchical multiple regression analysis was employed as the primary statistical technique. The empirical results provide compelling evidence supporting the significant role of EWOM in shaping tourists’ perceptions and behavioural intentions. First, the findings indicate that EWOM positively influences the image of a tourism destination at the 1% significance level, with a coefficient of 2.881. Similarly, EWOM significantly enhances tourists’ intention to revisit a destination, as demonstrated by a coefficient of 4.502 at the 1% significance level. Second, EWOM is found to moderate the impact of destination image on tourists’ revisit intentions, with an interaction effect of 0.101 at the 5% significance level. These results highlight the critical function of EWOM in reinforcing positive destination perceptions and encouraging repeat visits. From a theoretical perspective, this study extends the existing body of tourism literature by providing empirical evidence on the moderating role of EWOM in the relationship between destination image and tourists’ revisit intentions. This contribution adds a new dimension to tourism marketing research, emphasizing the interactive effects between digital consumer communication and destination branding. From a managerial standpoint, the findings offer valuable insights for tourism policy-makers and destination managers in Tra Vinh Province. By leveraging EWOM strategies, such as encouraging positive online reviews and engaging with tourists through digital platforms, tourism stakeholders can enhance a destination’s image and foster greater revisit intentions among visitors. Consequently, implementing targeted eWOM initiatives can serve as a key strategy for sustainable tourism development and increased competitiveness in the Vietnamese tourism industry.

Building tourism is long-term work. Many elements are involved, and their effectiveness cannot be calculated partially. At present, competition between cities/districts continues to increase, especially in city/district marketing that is tourist-friendly, iconic tourism events, and massive social media marketing. The strong destination image will impact on increasing the number of visits. This research aims to analyze the impact of city/district marketing power, tourist events, and social media on the image of tourist destinations in Maluku. The methodology in this research is based on quantitative analysis using Structural Equation Modelling (SEM) to discuss theory and see the relationship between city/district marketing variables, tourism events, social marketing media, and destination image. This study indicates that city/district marketing has a greater increase in strengthening the image of destinations compared to tourism events and social media marketing. This shows an effective strategy from the government in advancing tourism faster and more robust in increasing the image of a destination.

This research investigates the influence of E-WOM usefulness and social media on revisit intention for tourists through destination image at Jatim Park 2 in Batu City. This type of research adopts a quantitative approach with a population of 150 tourists. The sampling technique used is the non-probability sampling method. The data collection technique employs a questionnaire. The data analysis techniques utilized are descriptive analysis and multiple linear analysis. The research findings indicate that the direct influence of E-WOM usefulness on destination image is significant, social media on destination image is significant, E-WOM usefulness on revisit intention is significant, destination image on revisit intention is significant, while the direct influence of social media on revisit intention is not significant. The indirect influence of E-WOM usefulness on destination image through revisit intention yields a result of 0.307. This implies that the direct influence of E-WOM usefulness on revisit intention (0.289) is smaller than the indirect influence (0.307). Thus, indirectly, E-WOM usefulness significantly affects revisit intention through destination image, indicating partial mediation. As for the indirect influence of social media on destination image through revisit intention, the result is 0.072. However, due to the insignificant direct influence of social media on revisit intention, full mediation occurs.

This study investigates the influence of destination image and electronic Word of Mouth (e-WOM) on tourists’ revisit intentions, emphasizing the mediating role of tourist satisfaction. Understanding the factors that shape revisit behavior is essential for sustainable tourism development. The research employed a quantitative approach, collecting data from 124 tourists who had visited the Gili Islands and were active social media users. Data were gathered through online questionnaires and supported by structured interviews to validate respondents’ comprehension of the research variables. Structural Equation Modeling (SEM) with Partial Least Squares (PLS) was utilized to examine the proposed relationships. The results indicate that both destination image and e-WOM have a significant positive effect on revisit intentions. Moreover, tourist satisfaction serves as a critical mediator, strengthening the relationship between destination image, e-WOM, and revisit intentions. These findings suggest that fostering a strong, positive image of the destination and encouraging favorable e-WOM can enhance tourist satisfaction and ultimately increase the likelihood of repeat visits. The study offers practical implications for destination managers to leverage digital platforms and manage online narratives effectively to build tourist loyalty and ensure long-term competitiveness.

From Virtual to Reality: The Influence of Digital Engagement and Memorable Experiences on Tourist Revisit Intentions

This research explores the service quality, social media marketing, and destination image to assess how each significantly influences the tourists’ intention to revisit the Borobudur Temple, a cultural heritage site in Southeast Asia. This study is based on the theory of relationship marketing and destination branding and uses quantitative approach in the design of the research which employed SEM on survey data collected from 250 domestic and international visitors. The findings show that the social media marketing, as well as the service quality of the site, have both significant and positive influences on the intent to revisit and the image of the destination, while the destination image positively affects revisit intention. From this study, it can be concluded that it is critical to improve the service provided and the positive perception of the place using social media, especially in marketing and online brand promotion. In terms of theory, this study merges practice and digital marketing within the heritage tourism loyalty framework. Actionable strategies are provided to tourism policy makers and those responsible for marketing the region, stating that there should be a blend of excellent services on site and active online interaction to achieve tourist loyalty. The study recommends branding tailored to the expectation of the modern traveler, which is sensitive to culture but digitally connected. This research provides an empirical model aimed at reinforcing the intention to revisit cultural heritage sites which contributes to sustainable development of the destination.

This research aims to analyze the influence of tourist attractions, destination image and electronic word of mouth (E-WOM) on Revisit Intention (Study at the Mulawarman Museum). The population in this study were visitors to the Mulawarman Museum in Tenggarong. The research sample was 97 visitors to the Mulawarman Museum. Sampling used the Simple Random Sampling technique and the data analysis tool used Multiple Linear Regression using SPSS Version 26 software. Based on the research results, it shows that (1) Tourist Attraction, Destination Image and Electronic Word of Mouth simultaneously have a significant effect on Revisit Intention. (2) Tourist Attraction does not have a positive and significant effect on Revisit Intention. (3) Destination image has a positive and significant effect on Revisit Intention. (4) Electronic Word of Mouth has a positive and significant effect on Revisit Intention. (5) Destination image has a dominant influence on Revisit Intention.

Satisfaction and loyalty become a measure of the success of a tourist destination. Electronic word of mouth and destination image are two factors that can affect the satisfaction and loyalty of millennial tourists who visit a tourist destination. The purposes of this study were 1) To analyze the effect of travel vlogs as electronic word of mouth on satisfaction and loyalty of millennial tourists visiting Nusa Penida Island, 2) To analyze the effect of destination image on satisfaction and loyalty of millennial tourists visiting Nusa Penida Island, 3) to analyze the effect of satisfaction on the loyalty of millennial tourists who visit Nusa Penida Island. This research was used quantitative method involving 100 respondents who are millennial tourists visiting Nusa Penida Island. Sampling was done by purposive sampling method and analysis using Structural Equation Model (SEM) with SmartPLS 3.0 software. The results showed that 1) travel vlog as electronic word of mouth had significant effect on satisfaction and destination image had significant effect on satisfaction 2) travel vlog as an electronic word of mouth had significant effect on loyalty and destination image had not significant effect on loyalty, 3) Satisfaction had significant effect on loyalty. Other results showed that 81% of millennial tourists use social media as a source of information about Nusa Penida Island.

PurposePrevious studies have proven the significant influence of nostalgia on tourists' perceptions, intentions, and behaviors. While much of the research has focused on nostalgia as a motivator for destination choice in the pre-trip stage, fewer studies have explored the effects of nostalgia experienced during visits on other behavioral intentions beyond revisit intention. This paper aims to fill this gap by examining the impact of nostalgic emotion experienced at tourist destinations on behavioral intentions, specifically pro-sustainable behavioral and word-of-mouth (WOM) intentions through destination image.Design/methodology/approachThis study developed a conceptual model grounded in existing literature and empirical research on nostalgia and consumer behavior. Data were gathered from international tourists via surveys conducted in Hue City, a UNESCO World Heritage Site. The hypotheses were tested using structural equation modeling (SEM) with Amos 23.0.FindingsThe research results reveal that nostalgic emotion positively impacts destination image and WOM intention. Destination image correlates positively with both pro-sustainable behavioral intention and WOM intention. Destination image serves as a mediator in the relationship between nostalgic emotion and WOM intention. Theoretical and practical implications are also discussed in the current work.Practical implicationsThe findings of this research provide guidance for nostalgic elements to be integrated into tourism experiences and marketing campaigns to enhance tourists' emotional connections, thereby improving the destination’s overall appeal. Additionally, while nostalgia does not directly foster pro-sustainable behavioral intentions, a positive destination image can influence these behaviors, suggesting that sustainable tourism strategies should also focus on strengthening the destination’s image.Originality/valueThis paper contributes to both theoretical advancements and practical applications in the field of tourism psychology and marketing by shifting the focus from nostalgia as a motivator for destination choice in the pre-trip stage to exploring the effects of nostalgic emotions experienced during visits on behavioral intentions beyond revisit intentions.