Explaining the Effect of Tourist's Perceived Risks on the Desire to Revisit the Tourism Destination with Mediating Role of Tourism Destination Image

Ranjbarian, Bahram; Ghaffari, Mohammad; Taslimi Baboli, Amin

doi:10.22054/tms.2019.10430

Explaining the Effect of Tourist's Perceived Risks on the Desire to Revisit the Tourism Destination with Mediating Role of Tourism Destination Image

Document Type : Research Paper

Authors

Bahram Ranjbarian ¹

Mohammad Ghaffari ²

Amin Taslimi Baboli ³

¹ Professor, Department of Business Administration, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran.

² university of Tehran, College of Farabi, Faculty of management and accounting

³ Ph.D. Graduate in Economics, Faculty of Economics and Management, Tabriz University, Tabriz, Iran.

https://doi.org/10.22054/tms.2019.10430

Abstract

Tourism destination image plays a significant role in the choice of destination. On the other hand, tourist perceived risk is an important factor influencing his/her image of tourism services. Therefore, the present article aims to provide a model for better explaining the impact of tourist perceived risks on the desire to revisit the tourism destination with the mediating role the mental image of the tourism destination image. The statistical population of the study consisted of those foreign tourists who traveled to Isfahan city in November 2015. A sample of 300 people was selected from this population by simple random sampling. To collect data, a questionnaire containing 38 questions was designed. Then, descriptive and inferential statistics were used to examine the research data and test the hypotheses. According to the findings, tourist perceived risk was classified into four groups of political, economic, hygiene and socio-cultural risks. Also, the mental image of the tourist destination can be divided into three dimensions: affective, cognitive, and conative. Furthermore, the research findings showed that perceived political, health, economic and socio-cultural risks have a significant effect on the desire to revisit the destination of tourism with the mediating role of the affective, cognitive, and conative image of the tourist destination

Keywords

Perceived Risks

Tourism Destination Image

Tourism Destination Revisit Intention

Amrollahi Boyuki, N., & Nazari, A. (2015), “The effects of mental image of Isfahan city tourists on the development of sustainable tourism”, Journal of Tourism Management Studies. 31. 111-137.

Lovelock, Ch., & Wright, L. (2013), “Principles of marketing and services”, (Translator: Tajzadeh Namin, Abolfazl), Tehran: SAMT.

Habibpour Gotabi, K., & Safari Shali, R. (2012), “SPSS application in survey research (Quantitative Data Analysis)”, Tehran: Ghazal Publications.

Ranjbarian, B., Ghaffari, M., & Taslimi, A. (2012), “Typology of Inferred Risks from Foreign Travels (Case Study: Tourists Traveling to Isfahan City). Strategic research on social order and security, 3, 1-12.

Ranjbarian, B., Ghaffari, M., & Taslimi, A. (2012), “Classification of the inferred risks of foreign travel and its relation with previous travel experiences as a tool for urban tourism planning and management”, Quarterly Journal of Economics and Urban Management, 2, 65-74.

Ranjbarian, B., Emami, A., Fathi, S. (2014), “Operationalization of psychological distance in tourism marketing (Case Study: tourism destination of Iran)”, Journal of Tourism Planning and Development, 3, 52-73.

Davari, A., & Rezazadeh, A. (2013), “Structural equation modeling with PLS software”, Tehran: Jahad Daneshgahi Publication.

Ghaffari, M. (2015), “A model for explaining brand equity of tourism destinations (Case Study: Isfahan City)”, Ph.D. Thesis, Management Group, University of Esfahan.