Mediating Role of Tourist Satisfaction on the Relationship Between Safety and Revisit Intention: Evidence from Bangladesh:

Mohammad Mehedi Al Masud; Yusnita  Binti Yusof

doi:10.37231/jmtp.2023.4.1.285

Mohammad Mehedi Al Masud Faculty of Business and Management Sciences, University Sultan Zainal Abidin
Yusnita Binti Yusof University Sultan Zainal Abidin (UnisZa), Terengganu, Malaysia

DOI: https://doi.org/10.37231/jmtp.2023.4.1.285

Keywords: Tourist Satisfaction, Safety, Revisit Intention, SEM-PLS, Tourist Industry

Abstract

The tourism industry is one of the most significant and rapidly growing sectors of the global economy, and it significantly contributes to the growth of a country's economy. This study aimed to examine the mediating role of tourist satisfaction in the relationship between safety and revisit intention in Bangladesh. The study used a quantitative method, and face-to-face questionnaires were used to collect data from 314 tourists. The study used SEM-PLS to test the hypothesised relationship. The results indicated that safety had a negative and statistically insignificant direct effect on the revisit intention. The relationship between safety and tourist satisfaction is statistically significant, and the relationship between tourist satisfaction and intention to return is also significant. The findings revealed that tourist satisfaction significantly mediates the relationship between safety and intention to revisit. The study contributed significantly to the field of knowledge and has major theoretical and practical ramifications. The management of the tourism industry may combine their previous expertise with this new information to develop a resolution policy to boost tourist satisfaction and safety. Moreover, the result of the study would help the government to provide proper measures to protect tourists.

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