Journal
JOURNAL OF TRAVEL RESEARCH
Volume 54, Issue 2, Pages 152-178Publisher
SAGE PUBLICATIONS INC
DOI: 10.1177/0047287513513167
Keywords
satisfaction; behavioral intentions; causality; operationalization
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Explaining human behavior is a primary concern for tourism research and a substantial body of research concludes that highly satisfied tourists are more likely to return to a particular destination. In this article, we provide an analysis of this body of work, arriving at three concerns relating to the strength of association between satisfaction and behavioral intention: (1) the link between constructs is complex, resulting in the frequent omission of causal factors; (2) inconsistency with construct operationalization impedes cumulative knowledge development; and (3) explainable variance is impeded by between-study heterogeneity. We illustrate these problems by analyzing empirical guest survey data and conducting a meta-analysis of published papers in the three top tourism journals between 2002 and 2011. We offer four recommendations for future research investigating the link between satisfaction and behavioral intention.
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