Abstract:
This research study provides a comprehensive understanding of how do Customer
Delight, Engagement, Experience, Value Co-Creation, Place Identity impacts the
overall growth of the tourism industry in Sri Lanka in-terms of positioning, branding
and marketing, and factors that contribute to the Revisit Intention of tourists in the
tourism industry in Western Province, Sri Lanka.
Based on literature review, this research establishes a conceptual framework for
investigating the relationship between Customer Delight, Engagement, Experience,
Value Co-Creation, Place Identity and Revisit Intention. Primary data was collected
through a well-structured questioruraire from four hundred local and foreign tourists by
using convenience sampling method. This study has used univariate (descriptive),
bivariate (correlation) and multivariate (regression) , mediation analysis to achieve the
objectives.
The findings of the study revealed that there was a significant positive impact of
Customer Delight, Engagement, Experience, Value Co-Creation, Place Identity on
Revisit Intention. The findings also revealed that Value Co-Creation, Customer
Experience, Value Co-Creation partially mediates the relationship between Customer
Engagement and Revisit Intention in tourism sector in Western Province. Hence,
maintaining a high level of Customer Delight, Engagement, Experience, Value Co-
Creation, Place Identity which leads to Revisit Intention among the local and foreign
tourists is very important for the organizations. This research provides insights into the
critical role that Customer Delight plays in the tourist industry, facilitating successful
interactions with Place Identity, Customer Engagement, Customer Experience, and
Value Co-Creation for the development of destination strategies.
Overall, this research contributes to the existing body of knowledge by examining the
impact of Customer Delight, Engagement, Experience, Value Co-Creation, Place
Identity on Revisit Intention.
