Tourist Word of Mouth and Revisit Intentions to Rural Tourism Destinations: a Case of North Dakota, USA


WooMi Jo Phillips, North Dakota State University, Apparel, Design, and Hospitality Management, NDSU Dept 2610 P.O. Box 6050, Fargo, North Dakota 58108, USA.



Destination managers in rural states, like North Dakota, understand the benefits of tourism and, thus, the importance of studying visitors' intentions. This study investigated visitors' perceptions of destination image, value and satisfaction and those variables’ relationship with future behaviors, with a specific focus on their intent to return and make recommendations to others. The results showed that destination image directly affects visitors' perception of value and revisit intentions, and it indirectly affects satisfaction and recommendation intentions. The results also demonstrate how tourism practitioners can apply past models to their destination. The overall findings support the concept that a positive image is important to attracting repeat visitors. Copyright © 2011 John Wiley & Sons, Ltd.