A missing link in understanding revisit intention-the role of motivation and image

Mimi Li, Liping A. Cai, Xinran Y. Lehto, Joy Zhuowei Huang

Research output: Contribution to journalArticlepeer-review


This study addresses two gaps in the research on tourist revisit intention: the impact of the pre-visit psychological factor of travel motivation and its relationship with destination image. Path analysis is adopted to examine the relationships among destination image, travel motivation, and revisit intention in a rural tourism context. A causal relationship is detected between three motivation dimensions, two image dimensions, and revisit intention. All three motivational constructs (intellectual, escape, and belonging) exert a significant influence on the cognitive dimension of image, whereas only the motivation construct of escape is significantly related to the affective dimension of image. A causal relationship is also identified between the affective dimension of image and revisit intention.

Original languageEnglish (US)
Pages (from-to)335-348
Number of pages14
JournalJournal of Travel and Tourism Marketing
Issue number4
StatePublished - Jun 2010
Externally publishedYes


  • Destination image
  • Revisit intention
  • Rural tourism
  • Travel motivation

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing


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