Impact of Destination Service Quality on Revisit Intention in Tourism
Syed Hasnain Alam Kazmi *, Mohsin Raza **, Junaid Ahmed ***
Southwest Jiaotong University, China. & Shaheed Zulfikar Ali Bhutto Institute of Science and Technology (SZABIST), Karachi, Pakistan.*
University of Sharjah, United Arab Emirates. **
Jinnah University for Women, Pakistan.**
Shaheed Zulfikar Ali Bhutto Institute of Science and Technology (SZABIST), Pakistan.****
DHA Suffa University, Pakistan.*****
Abstract: The purpose of the article is to examine the impact of destination service quality on revisit intention on international Sikh spiritual tourists for pilgrimage to sacred places of Pakistan. It was completed by 525 international Sikh tourists using a survey questionnaire and tested using Smart-PLS SEM. Empirical results via structural equation modelling demonstrated that the impact of the Destination Service Quality (DSQ) and tourist’s satisfaction played a significant role in revisit intention. Participants were selectively drawn from the population of international Sikh visitors. Contribution regarding the impact of destination service quality and tourist satisfaction on revisit intention through accommodation, food, transport, security among International Sikh spiritual tourist would be helpful to maintain quality service criteria on destinations. From this research marketers and professionals can formulate strategies to increase spiritual tourist revisit intentions in emerging markets. The empirical results provide an academic contribution to the current knowledge in the marketing of religious tourism. Using quantitative data analysis eventually enables future researchers to use the contribution of the present study to understand the importance of quality of service destination among spiritual tourists.
Keywords: Destination service quality, Revisit Intention, Tourist Satisfaction, Sikh Pilgrimage, SEM.