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How a Tour Guide Interpretation Service Creates Intention to Revisit for Tourists from Mainland China: The Mediating Effect of Perceived Value

ABSTRACT Although intention to revisit is increasingly regarded as a key indicator of performance in tourism markets, there are clear gaps in knowledge pertaining to the factors which influence intention to revisit. The objectives of this study were to (1) examine the relationships among a tour guide interpretation service, destination image, cultural identity, perceived value and intention to revisit, and (2) investigate whether destination image, cultural identity and perceived value mediate the relationship between a tour guide interpretation service and intention to revisit. The proposed research model was tested using data from 562 valid questionnaires and analyzed through structural equation modeling. Results revealed the following: a tour guide interpretation service directly affects cultural identity, destination image and perceived value; cultural identity influences both destination image and intention to revisit; destination image affects perceived value; and perceived value is a prime determinant of intention to revisit. In addressing the research objectives, this study also developed a conceptual stimulus-organism-response (S-O-R) model that describes the mediating role of perceived value on the relationship between tour guide interpretation service and intention to revisit in the tourism context. Finally, theoretical and managerial implications are discussed based on the findings.