Investigating the effect of perceived authenticity, destination image and memorable experience on the intention of visiting tourists again (Case study: Ardabil city)

Abstract

urban destinations can achieve a sustainable competitive advantage by increasing the number of new tourist visits. Research has shown that in the long run, attracting re-visits costs less than visiting a destination for the first time. Therefore, the sustainable growth of the tourism sector relies more on tourists who repeat their visits. Such a factor has added to the importance of the concepts affecting the re-visit of urban tourism destinations. In this research, an attempt has been made to evaluate and analyze the effect of perceived originality, destination image and memorable experience on the intention of tourists to visit Ardabil again. The present study is applied in terms of purpose and descriptive-analytical in terms of method and the statistical population of this study is incoming tourists to Ardabil in 1398. The required sample size was considered using the Cochran's formula and 384 people. The questionnaire used in the research has been made by a researcher whose indicators have been obtained and localized from related studies and backgrounds. Validity and reliability of the research model and data analysis were performed using structural equation modeling and confirmatory factor analysis in SMART PLS software. Findings showed that the perceived authenticity of tourist attractions has a positive and significant effect on the image of destinations and memorable experience. The destination image also has a positive and significant effect on the memorable experience. Finally, the findings showed that a memorable experience has a positive and significant effect on the intention to visit again.

Keywords

• perceived originality
• destination image
• memorable experience
• intention to visit again
• ardabil city