Place quality and intention to revisit

What is it about?

Word-of-mouth (WoM) communication, one of the most effective and cost-efficient advertising styles, has been adopted by many tourism agencies. A pleasant experience that a person receives during his or her stay in a place leads to his or her trust and satisfaction that will cause a positive or negative attitude towards the city that the place is located, as a result. Every person conveys his or her positive or negative attitude to the people he or she likes (e.g., family members, friends, etc.). This research investigates these issues among 390 military personnel in Tehran through structural equation modeling (SEM) with Smart PLS2. The results show that service quality has an effect on trust and satisfaction from barrack and the city it is located. In addition, the necessity of paying attention to military servicemen as human capital in internal tourism, through revisiting and WoM communication, is proved.

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