Influence of Event Image and Destination Image on Visitor Satisfaction and Intentions to Revisit

• Main Author: Mohammed Riyad Al-Dweik
• Format: Article
• Language: English
• Published: AfricaJournals 2020-09-01
• Series: African Journal of Hospitality, Tourism and Leisure
• Subjects: event image; destination image; visitor satisfaction; intentions to revisit; frequency of visit
• Online Access: https://www.ajhtl.com/uploads/7/1/6/3/7163688/article_3_9_4__418-433.pdf

Understanding the variables that influence visitor satisfaction and intention to revisit within the context of events has not been widely observed in the developing countries. This study investigated whether the influence of event image and destination image with each other and their effect on visitor satisfaction and intentions to revisit by examining Jerash and Fuheis festivals events in Jordan and their differences based on the frequency of visit. Data were collected face to face by the author from 223 visitors’ attended festivals events. Multiple regressions were used to evaluate the hypotheses of this study. The results revealed as follow: 1) the positive effects of destination image on event image; 2) the positive effects of the event and destination images on visitor satisfaction and intention to revisit; 3) the higher the frequency of visits to the event, the longer the time spent in the destination with more satisfaction and intention to revisit. The key contribution of this study showed clearly the importance of collaborations between event organisers and destination marketers is discussed along with the significance of visitor satisfaction and intention to revisit as a driver of event and destination images formation.