Examining the Impact of Country Image on tourists' Satisfaction, Word of Mouth and Revisit Intentions

نوع المستند : المقالة الأصلية

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This study investigates the influence of a country's image on tourists' satisfaction, word of mouth, and revisit intentions with a focus on Saudi Arabia, and analyzes how the country image dimensions influence this relationship. The study employs a survey of international visitors to Saudi Arabia to assess the impact of cognitive, affective, and conative dimensions of country image on tourist satisfaction, word-of-mouth (WOM), and intentions to revisit. The findings of this study indicate that a favorable country image substantially enhances tourist satisfaction and promotes both return visits and positive word-of-mouth. There is a positive relationship between country dimensions and satisfaction, as well as word of mouth and revisit intention. The results offer significant insights for policymakers and tourism marketers to improve destination image, infrastructure, and emotional allure, hence reinforcing Saudi Arabia's status as a competitive tourist destination. This study enhances tourism literature by merging destination competitiveness with the multidimensional model of country image, providing actionable advice for enhancing tourism experiences and results.

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