The Predictors of the Willingness to Recommend a Visit for Diversified Tourism Attractions

Miha Lesjak 1 , Josef Navrátil 2 , Kamil Pícha 3  und Vivian L. White Baravalle Gilliam 4
  • 1 Faculty of Tourism Studies – Turistica, University of Primorska, Slovenia
  • 2 Department of Biological Disciplines, Faculty of Agriculture, University of South Bohemia in České Budějovice, Czech Republic
  • 3 Department of Trade and Tourism, Faculty of Economics, University of South Bohemia in České Budějovice, Czech Republic
  • 4 Institute of Technology and Business in České Budějovice, Czech Republic


The predictors of a positive word-of-mouth experience as an important destination loyalty factor among tourist in the Šumava and South Bohemian Touristic Regions were studied via structural equation modelling. The perception of quality, on-site experience, and the perception of value as the mediators between the motivation to visit and the word-of-mouth experience were studied. The pleasant ‘natural’ environment, the history, the accessibility, and the closeness were found as the pull motivation factors. Social gathering, education, self-reflection, and relaxation were revealed as the push motivation factors. Speaking of the common-place factors, the complexity, the novelty, and the density were all identified as factors of perception of the visited environment. The on-site experience is given by pleasure, arousal, and dominance feelings. The model ‘motivation to visit → quality of environment → on-site experience → perceived value of environment → satisfaction with visit → willingness to recommend the visit’ was found as being appropriate for the collected data.

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