Unpacking the structural relationships between tourism interpretation service, destination image, and intention to revisit: a study in Binh Dinh and Phu Yen provinces
Abstract
This study unpacks the structural relationship of tourism interpretation service on destination image and intention to revisit destinations. This study fulfills the research objective by collecting and analyzing 406 survey questionnaires by tourists who visited Binh Dinh and Phu Yen provinces. The study found that tourism interpretation service directly influence destination image while having an indirect influence on tourists’ intention to revisit the destination. The study also found that destination image influences directly on tourists’ revisit intention. The effects were found as large effects, meaning tourism interpretation service influences largely destination image and tourists’ revisit intention. As such, the study enriches and advances the literature on tourism interpretation service, destination image, and revisit intention. The study provides practical implications for tour guide training programs, tourism businesses, and destination marketing organisations in managing tourism interpretation services and enhancing destination image.