ROLE OF CUSTOMER DELIGHT, ENGAGEMENT, EXPERIENCE, VALUE CO-CREATION, PLACE IDENTITY ON REVISIT INTENTION IN TOURISM SECTOR IN WESTERN PROVINCE

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.