The Impact of Perceived Quality and Value on Tourists' Satisfaction and Intention to Revisit Nowshahr City of Iran

Successful marketing and management of a tourist destination depends on an understanding of tourists' perceptions of quality and value of that destination and how it influences their satisfaction and intention to revisit the place. This study examines the relations among these variables using the structural equations modeling (SEM) method. The statistical population of the study included tourists who visited Nowshahr City during the spring of 2012. Three hundred and twenty-five tourists were selected by the convenient sampling method. The validity of the model and relationship among research variables was confirmed based on path analysis results. The results indicate tourists' perception of quality and value of the tourist destination affects their satisfaction, and also that these factors had a positive impact on their intention to revisit the place. The findings will improve our understanding of mechanisms that influence tourist behavior and will enhance the number of tourists who visit the destination.