A Mediation Model of Tourists' Repurchase Intentions for Packaged Tour Services

This study examines the mutual relationships among tourists' perceived service quality, value, satisfaction, and intentions to repurchase packaged tour services from travel agents. A mediation model where tourist satisfaction is hypothesized as a key mediator of the relationships between perceived service quality and repurchase intentions, and between perceived value and repurchase intentions, is developed and tested using a substantial data set with a time span of 9 consecutive years, available from a well-established regional consumer satisfaction survey. While previous literature has suggested that quality perceptions impose a direct effect on tourists' repurchase intentions, this study shows that such effect is fully mediated by tourists' satisfaction. The mediating role of satisfaction is further supported by examining the direct and indirect effects of perceived value on tourists' repurchase intentions.