Effects of perceived value on satisfaction and revisit intention: Domestic vs. international tourists
Journal of Vacation Marketing
School of Business and Law
Ministry of Higher Education, Malaysia
Despite the availability of a considerable body of research examining large-scale hotels, small-scale accommodations like traditional guesthouses have been overlooked. Using the hierarchy of effects model, this paper seeks to investigate and compare the effects of perceived value dimensions (e.g. functional value, emotional value, and social value) on the satisfaction and revisit intentions of domestic and international tourists. Drawing upon quantitative data collected from guests of selected traditional guesthouses in the heritage city of Kashan, Iran, this study employed partial least squares, structural equation modelling, and multi-group analysis to test several research hypotheses. The findings of the study revealed significant differences in the effects of emotional and social values on satisfaction and the direct and indirect effects of social value on domestic and international tourists’ revisit intentions through satisfaction. The results, therefore, emphasised the importance of functional and emotional values for international tourists, with the social value being more important for enhancing the satisfaction and revisit intentions of domestic tourists. Significant theoretical contributions and practical implications are provided in the conclusion section of the study.