Investigating tourist post-travel evaluation and behavioural intention: a cultural intelligence perspective

Abstract

Purpose

This paper aims to investigate whether cultural intelligence will influence Chinese tourists’ travel satisfaction, revisit intention and word-of-mouth communication.

Design/methodology/approach

An online survey was conducted to collect data from 614 adult Chinese tourists, who have overseas travel experiences. Then, the Statistics Package for the Social Sciences (SPSS) and the structural equation modelling (SEM) were employed for data analysis.

Findings

The findings confirm that cultural intelligence has significant positive impacts on tourist satisfaction, revisit intention and electronic word-of-mouth (eWOM) communication. Additionally, tourist satisfaction significantly affects tourist eWOM communication.

Originality/value

This study provides theoretical and practical contributions regarding the effects of tourist cultural intelligence, especially on tourist post-travel evaluation and behavioural intention, which has been merely investigated in extant tourism research.

Citation

Zhang, Y., Shao, W. and Thaichon, P. (2021), "Investigating tourist post-travel evaluation and behavioural intention: a cultural intelligence perspective", Asia Pacific Journal of Marketing and Logistics, Vol. 33 No. 10, pp. 2037-2053. https://doi.org/10.1108/APJML-08-2020-0584