Determinants of Tourists’ Satisfaction and Revisit Intention: Evidence from Beach Tourism in Bangladesh
Abstract
Bangladesh is a coastal country located adjacent to the Bay of Bengal. The shoreline has pristine beaches that highlight tourism's latent potential. Bangladesh's sea beach tourist sector tells a riveting story of economic prospects, cultural relevance, and environmental benefits on its stunning sandy coasts and turquoise waters. Hence, the objective of this study was to examine the impact of destination facilities, perceived value and quality on tourists’ satisfaction and intention to revisit Kuakata sea beach in the context of Bangladesh. The study employed a quantitative research approach and utilized a descriptive research methodology. Using a purposive sampling method, 141 data were collected and it was evaluated and the hypotheses were tested using a partial least square structural equation modelling (PLS-SEM) method. The results showed a strong correlation between perceived value, perceived quality, and tourists’ satisfaction. Tourists’ satisfaction significantly influenced revisit intention at Kuakata sea beach in Bangladesh. This research provides guidance for stakeholders in making strategic decisions, with the aim of promoting investments in destination amenities, ensuring quality assurance, enhancing marketing efforts, fostering community participation, and implementing sustainable practices. The ultimate goal is to build a more attractive and sustainable tourism environment at Kuakata sea beach in Bangladesh.