THE INFLUENCE OF ELECTRONIC WORD-OF-MOUTH, DESTINATION IMAGE, AND TOURIST SATISFACTION ON UNESCO WORLD HERITAGE SITE REVISIT INTENTION: AN EMPIRICAL STUDY OF PETRA, JORDAN

Abstract

This study is conducted to find out the effect of Word-of-Mouth, Destination Image, and Tourist Satisfaction on the tourist's intention to revisit. The World Heritage site of Petra has been selected as a study site. The descriptive quantitative research design is employed ; visitors of Petra were the target population and the convenience sampling method has been calculated using the G*Power software (version 3.1.9.7). Results reveal a strong relationship between e-WOM, destination image, tourist satisfaction, and revisit intention. Meanwhile, results show that destination image doesn’t have any impact or relationship on tourist revisit intention. The study has a practical and theoretical importance that helps in managing the heritage site and enables researchers to address more critically the strength and weaknesses of Petra's marketing locally and globally.

Keywords

• e-wom
• destination image
• satisfaction
• re-visit intention
• petra
• hospitality