Case study of tourist revisit behavior in Singapore

Abstract

This study assesses the image of Singapore as a tourist destination, using a conceptual model that combines the concepts of the service quality framework and the likelihood of revisiting and recommendation. Four hundred and thirty-one tourists departing from Singapore Changi International Airport were interviewed using a structured questionnaire. Factor analysis was first used to reduce the 25 variables to 5 new variables. It was found that all new variables are significant in affecting the overall satisfaction levels regardless of whether they were Asian or non-Asian groups. In addition to these findings, it was also found that the overall satisfaction did lead to their likelihood of revisiting and recommendation to their relatives to visit Singapore.