The Mediating Role of Tourism Services: A PLS-SEM Study on Satisfaction and Behavioural Intention

Abstract

The remarkable growth in the tourism sector and its contribution in national growth and development has drawn attention towards understanding tourism behaviour. Existing tourism literature lacks an empirical examination of relationships between constructs like motivation, satisfaction with tourism services, overall satisfaction with destination and future behavioural intentions. The present study fills this gap. This study uses Smart PLS–SEM to assess the influence of travel motivation and the mediating role of tourism services on destination satisfaction and behavioural intentions. The study analyzed 477 valid surveys out of 1193 responses collected at one of India’s largest airport in terms of passenger handling - Delhi airport. Non-probabilistic sampling has been used. The study illustrates that an effective assessment of traveler’s needs and desire and subsequent satisfaction with tourism services can culminate into destination satisfaction and can generate positive recommendations and revisits. The results of the study can help tour companies to sustain competitiveness, more so in an increasingly saturated market place.

Keywords: Travel Motivation, Destination Satisfaction, Behavioural Intention, India, PLS-SEM, Tourism Services

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