SERVICE QUALITY AFFECTING REVISITING INTENTION TOWARD FISHERMAN VILLAGE TOURISM: CONTEXT OF SHANDONG PROVINCE, CHINA

Abstract

Abstract：This research aims to estimate the service quality factors affecting revisiting intention toward rural tourism in a fisherman village, and to investigate the mediating roles of satisfaction and loyalty in relation to revisiting intention. We collected 784 valid responses from tourists who visited fisherman villages in Shandong province, China. Furthermore, we use a structural Equation Modeling (SEM) to process the data. The results show that responsiveness, assurance, and empathy have significant direct impacts on revisit intention, with responsiveness emerging as the strongest predictor. Tangibles and reliability impact revisit intention primarily through loyalty rather than direct effects. Satisfaction and loyalty play crucial mediating roles, enhancing the relationships between service quality dimensions and revisiting intentions. These findings highlight the need for tailored improvements in service quality within fisherman village tourism, specifically in responsiveness and empathy, to promote higher satisfaction, loyalty and revisit intentions among tourists.