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<p>This study explores the factors influencing tourists’ attitudes toward revisiting beach destinations and their intentions to do so. The research examines the roles of electronic word-of-mouth (eWOM), travel motivations, perceived travel risk, and satisfaction in shaping these attitudes and intentions. Surveys were used to gather quantitative data from beach tourists, and structural equation modelling (SEM) was used to examine the relationships between the variables. The findings reveal that travel motivations and satisfaction significantly influence both attitudes toward revisiting and revisit intentions. Perceived travel risk has a substantial impact on intention but no effect on attitude, while EWOM has a significant impact on attitude but not intentions. Tourists’ intentions to return are influenced by their attitude. This study contributes to understanding the psychological and social factors driving tourists’ decisions to return to beach destinations and provides practical insights for destination marketers to enhance customer loyalty.</p>

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What drives tourists back to the beach? a sem study of motivation, risk, ewom, and satisfaction

  • 期刊论文

  • 发表日期：

    2026年1月3日

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  • Noopur Saxena,
  • Jatin Vaid,
  • Mayur Taneja

摘要

This study explores the factors influencing tourists’ attitudes toward revisiting beach destinations and their intentions to do so. The research examines the roles of electronic word-of-mouth (eWOM), travel motivations, perceived travel risk, and satisfaction in shaping these attitudes and intentions. Surveys were used to gather quantitative data from beach tourists, and structural equation modelling (SEM) was used to examine the relationships between the variables. The findings reveal that travel motivations and satisfaction significantly influence both attitudes toward revisiting and revisit intentions. Perceived travel risk has a substantial impact on intention but no effect on attitude, while EWOM has a significant impact on attitude but not intentions. Tourists’ intentions to return are influenced by their attitude. This study contributes to understanding the psychological and social factors driving tourists’ decisions to return to beach destinations and provides practical insights for destination marketers to enhance customer loyalty.