THE RELATIONSHIP BETWEEN CONSUMER AFFINITY AND REVISIT INTENTION UNDER THE MODERATING EFFECT OF NOVELTY SEEKING: A CASE STUDY OF CHINESE TOURISTS VISITING THAILAND
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Abstract
The existing researches on the revisit intention mainly focus on the domestic revisiting, only a few scholars have studied revisiting willingness of cross-country. But few scholars have studied consumer affinity as an influencing factor for revisit intention. Based on the attachment theory and the Cognitive- Affect -Behavior (willingness), this paper constructed a relationship model of consumer affinity, satisfaction and revisit intention, and explored the moderating effect of novelty seeking. This study took Chinese citizens who have traveled to Thailand as the research object, used questionnaire survey to collect data and applied mufti-layer regression analysis to process the data. The study found that cultural affinity, landscape affinity and people’s affinity have a significant positive impact on the willingness to revisit. Moreover, tourism satisfaction plays a partial intermediary role between cultural affinity and revisit intention, landscape affinity and revisit intention, people’s affinity and revisit intention. However, the novelty seeking negatively moderates the relationship between people’s affinity and tourism satisfaction. The conclusion of this paper has certain practical significance to Thailand and other countries in the tourism publicity for Chinese citizens, and provides a new research idea in the study of the influencing factors of tourists’ abroad revisiting.
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