A study on the impact of tourism destination image and local attachment on the revisit intention: The moderating effect of perceived risk

by Jiahua Wei, Lewei Zhou, Lei Li

The revisit intention of tourists is an important guarantee for the sustainable and healthy development of tourism destination, and has also received attention from the current academic community. However, there is still insufficient research on the antecedents of revisit intention from the perspectives of tourism destination, image and nostalgia emotion. This study takes China’s ecological tourism scenic area (Guilin Lijiang Scenic Area) as a case study, and uses questionnaire survey method to obtain research data for empirical research. The results of this study confirm that tourism destination image has a positive impact on nostalgia emotions and local attachment, nostalgia emotion has a positive impact on local attachment, and local attachment has a positive impact on revisit intention. Perceived risk plays a negative moderating effect between local attachment and revisit intention. In addition, this study also examined the mediating effect of nostalgia emotion and local attachment. This study is beneficial for enriching the theory of the influence mechanism of revisit intention from the perspective of consumer psychology. It is an interdisciplinary research result of management and psychology, providing theoretical reference for improving revisit intention in tourism destinations and promoting their healthy development.