Drivers of Tourist Satisfaction and Revisit Intention in Uttarakhand: A Structural Equation Modeling Approach
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Abstract
This study aims to explore the factors that contribute to tourists' satisfaction and willingness to return to the Uttarakhand Himalayas, where spiritual, cultural, and natural attractions complement ongoing issues with infrastructure and services. The study is based on the expectancy-disconfirmation theory and push-pull motivation theory and proposes a structural equation model that connects accommodation, amenities, transportation, hospitality and services and destination attractions to overall experience and revisit intention, in turn. A structured questionnaire was used for primary data collection and the analysis of the data was done by two-stage SEM, which first involved validating the measurement model and second, testing the hypothesised structural paths, among domestic tourists at the main pilgrimage sites, hill and ecotourism sites.
The results indicate that host services, accommodation and amenities have the greatest positive influence on overall experience, with transportation and destination attitude having lesser influence; however, overall experience acts as a significant mediator with large direct effects on loyalty and indirect effects from the attribute constructs. The results indicate that strengthening the hospitality, lodge quality and basic amenities of the homestay industry is the most effective way to improve tourists' overall experience, resulting in repeat visits and recommendations to Uttarakhand's tourism industry, giving guidance to the tourism operators and policy makers for strengthening the positioning of tourism in the state in a competitive and sustainable manner.
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