The influence of the territory's image on the intention to revisit: the mediating role of the image of the strong touristic attraction and the moderating role of feedback

Koffi Selom Agbokanzo (kagbokanzo@uco.fr) and Joseph Kaswengi (joseph.kaswengi@gmail.com)
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Koffi Selom Agbokanzo: UCO - Université Catholique de l'Ouest, EGEI - Éthique et Gouvernance de l’Entreprise et des Institutions - UCO - Université Catholique de l'Ouest, Nantes Univ - Nantes Université, LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - Nantes Univ - IAE Nantes - Nantes Université - Institut d'Administration des Entreprises - Nantes - Nantes Université - pôle Sociétés - Nantes Univ - Nantes Université
Joseph Kaswengi: UO IAE - Université d'Orléans - Institut d'administration des entreprises - UO - Université d'Orléans, VALLOREM - Val de Loire Recherche en Management - UO - Université d'Orléans - UT - Université de Tours

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Abstract: In the literature on tourism marketing, the image of the touristic destination is identified as a major element of territorial attractiveness and influence on the behaviour of visitors and/or tourists. However, according to researchers, its measurement remains complex due to its multiple nature. This study aims to enrich the theoretical field of its measurement and to contribute to the development of a measure applicable to several contexts. Thus, it is based on a mixed and integrative method that not only enriches the measures, but also develops a dual-measure approach to the image of the touristic destination. A first qualitative phase leads to a reflection on two distinct but complementary measures of the touristic destination: the image of the territory put into tourism and the image of the place of strong touristic attraction. The study also uses a quantitative method which, thanks to the structural equation model, reveals a positive but different relationship in terms of magnitude between these two measures of the image of the touristic destination on the one hand, and between the image of the place of strong touristic attraction and the intention to revisit on the other. Moreover, in this last relationship, we note the mediating role of feedback as a contingency variable.

Keywords: feedback; intention to revisit; territorial marketing; tourism; tourism destination image; touristic area; image des destinations touristiques; intention de revisite; marketing territorial; territoire touristique; tourisme (search for similar items in EconPapers)
Date: 2023-09-06
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Published in 9th Advances in Tourism Marketing Conference – ATMC, Bordeaux 2023, Université de Bordeaux, Sep 2023, Bordeaux, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04135489

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