Visitor satisfaction mediating perceived quality and behavioural intention: a gender-based multigroup analysis
by Thu-Hang Le; Ha Minh Tri; Quang-Thang Le
J. for International Business and Entrepreneurship Development (JIBED), Vol. 16, No. 2, 2024

Abstract: Utilising the theory of planned behaviour (TPB), this study examines the relationship between visitor satisfaction, perceived quality, and behavioural intention. It further probes the gender-based moderating effects on these relationships. Data was collected via a questionnaire from 443 Vietnamese domestic tourists, with a gender breakdown of 266 females and 177 males. Results indicate that perceived quality influences visitor satisfaction and, both directly and indirectly, behavioural intentions. No gender-based differences were observed in these relationships. Such findings have pertinent implications for destination strategies and domestic tourism development.

Online publication date: Fri, 06-Sep-2024

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