Tourist satisfaction as a mediator between service quality and re-visit intention: a study of Obudu Mountain Resort, Nigeria

Tourism in recent years is one area that nations are investing heavily and looking up to as reliable source of revenue generation. Even though the main customers are the tourists, thus it must be noted that most studies have been assessing service quality from the industry’s perspectives, instead of the tourists’ perspectives. In addition, previous studies have focused only on the approach to assess the relationship between service quality and satisfaction, and therefore undermine the revisit intention. Thus, in assessing service quality within the context of tourism industry, most previous studies have failed to investigate beyond the satisfaction paradigm. Therefore, the main aim of this study was to investigate the mediating effect of tourist satisfaction on the relationship between service quality and re-visit intention, the relationship between service quality and tourist satisfaction, and the relationship between tourist satisfaction and revisit intention and the relationship between service quality and revisit intention. A quantitative methodology using adapted set of questions was employed to survey 210 tourists from Obudu Mountain Resort (OMR) in Nigeria. Descriptive and inferential statistics were used for data analysis. The mediating effect of tourist satisfaction in the relationship between service quality and revisit intention had also been tested. Findings confirmed that there was a significant positive relationship between service quality and tourist satisfaction, as well as a significant relationship between tourist satisfaction and revisit intention, service quality is also found to be significantly related to revisit intention. In addition, tourist satisfaction had a mediating effect in the relationship between service quality and revisit intention. This study therefore suggested that the theory and practice in service quality should extend the body of knowledge beyond the satisfaction paradigm. Future studies are recommended to extend the study to all tourism sites.

Name dc:type.qualificationname

mphil

Level dc:type.qualificationlevel

masters

Grantor dc:publisher.institution

Universiti Tun Hussein Onn Malaysia

Year dc:date.issued

2018

Author dc:creator

• Usman Saleh, Amina

• HF5410-5417.5 Marketing. Distribution of products

Language dc:language

en