Sima Rahimizhian and Foad Irani
This study aims to investigate the mediating effect of consumer innovativeness in the relationship between tourism inclinations and revisit intention. This study focuses on the…
Abstract
Purpose
This study aims to investigate the mediating effect of consumer innovativeness in the relationship between tourism inclinations and revisit intention. This study focuses on the significance of innovative technologies that help to reduce physical contact and optimize operations and services to offer a direct added value to hospitality businesses and their customers.
Design/methodology/approach
This study uses a self-reported survey design using an online questionnaire to collect data from randomly selected potential tourists. The survey was in English. Data collection was carried out from June to July 2020, and a valid sample of 272 responses was obtained for data analysis.
Findings
The data were analyzed using ADANCO software. The study suggested that tourism inclination has both direct and indirect impacts on revisit intention through innovativeness.
Originality/value
This study allows a deeper understanding of the importance of contactless and low laborer-interaction technologies that help hospitality industry to win back pandemic-sensitive customers once this outbreak is over. To do this, the mediating effect of consumer innovativeness on their intention to revisit a tourist destination post-Covid-19 was investigated.