Factors Affecting Revisit Intention Towards Temple Fair Tourism Destination

Abstract

This study aimed to investigate the key psychological and cultural mechanisms shaping revisit intention toward temple fair tourism destinations in China. Specifically, it addressed three research objectives: (1) to identify the relationship between cultural identity and revisit intention; (2) to examine how the image of temple fair tourism destinations influences revisit intention; and (3) to explore the predictive roles of belief, engagement, and loyalty in shaping revisit intention. Through an online survey, 477 Chinese tourists had recently participated in temple fair tourism activities are collected. The analysis included descriptive statistics, reliability and validity tests, confirmatory factor analysis, and structural equation modeling. Findings reveal that cultural identity significantly predicts revisit intention both directly and indirectly through the mediating roles of engagement and loyalty. While destination image has a strong direct effect on revisit intention and significantly enhances engagement, its influence on loyalty was not statistically supported. In contrast, belief positively impacts revisit intention both directly and indirectly via engagement and loyalty, supporting the value-belief-norm framework. Across all models, engagement consistently emerged as a stronger mediator than loyalty. These results highlight the centrality of participatory and emotional mechanisms in translating cultural and perceptual factors into sustained tourist behaviors. The study contributes to cultural identity theory, image theory, value-belief-norm model, and relationship marketing theory by integrating cultural resonance, belief alignment, and engagement into a cohesive framework explaining tourist revisit intention.