Investigating International Tourists’ Intention to Revisit Myanmar Based on Need Gratification, Flow Experience and Perceived Risk

Jengchung Victor Chen, Sein Htaik, Timothy Mc Bush Hiele, Charlie Chen

Research output: Contribution to journalArticle

8 Citations (Scopus)

Abstract

Satisfaction plays an important role in creating loyalty to a tourism destination. However, ensuring consistent satisfactory trip experiences for tourists and increasing their revisit intention remain challenging for many international tourism destinations, including Myanmar. We conducted a survey with 465 international tourists visiting Myanmar. Results indicate that need gratification and flow can increase tourist satisfaction. The perceived risks of tourism destination can decrease tourist satisfaction. Satisfaction is an important factor to mediate the influence of need gratification, flow, and perceived risks. A tourist’s intention to revisit Myanmar can be largely improved by attending to these independent and mediating factors.

Original languageEnglish
Pages (from-to)25-44
Number of pages20
JournalJournal of Quality Assurance in Hospitality and Tourism
Volume18
Issue number1
DOIs
Publication statusPublished - 2017 Jan 2

All Science Journal Classification (ASJC) codes

  • Tourism, Leisure and Hospitality Management

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