Wayfinding Satisfaction on Tourist Revisit Intention: A Moderated Moderation Model of Travel Group Size and Tourism Information Service

Abstract

Purpose – Although researchers have long recognized customer revisit intention as an important post-purchase outcome, less attention has been given to revisit intention in the tourism context. Additionally, the effect of wayfinding satisfaction on tourist revisit intention has been largely overlooked. However, wayfinding in a highly urbanized country, such as South Korea, can be challenging, especially for tourists, which can affect revisit intention. Therefore, the main objective of this study is to investigate the differential effect of wayfinding satisfaction on revisit intention, depending on travel group size, while examining the potential moderating role of tourism information service satisfaction. Design/Methodology/Approach – This study conducts a moderated-moderation analysis of wayfinding satisfaction, travel group size, and tourism information service satisfaction on revisit intention, using the 2019 International Visitor Survey conducted by the Korea Tourism Organization. Findings – The findings reveal that wayfinding satisfaction is positively associated with revisit intention, and this association becomes stronger for tourists that travel in larger groups. The findings further show that the moderating effect of travel group size on the association between wayfinding satisfaction and revisit intention depends on tourism information service satisfaction. Specifically, tourism information service satisfaction exerts a negative moderating impact on the moderating influence of travel group size on the wayfinding satisfaction-revisit intention relationship. Research Implications – As the global coronavirus pandemic enters a recovery phase, growing attention has been directed to tourists, particularly those visiting the same destination multiple times. In this context, this study provides comprehensive insight into how tourist revisit intention is enhanced.