Experience and Revisit Intention in an Adventure Tourism Context

In response to the growing interest of adventure tourism in China, the current study examines the influences of onsite adventure experience, attitude, subjective norms and perceived behavioral control on tourists’ revisit intentions towards a tourist destination. A total of 513 Chinese tourists were interviewed immediately after their adventure activities in Zhangjiajie, a well-known tourism destination in China. The results demonstrate that adventure experience is most influential on tourists’ revisit intentions to the destination and its effect is stronger for females than for males. Attitude towards travelling is also significant in predicting the revisit intention. Contrary to our expectations, neither subjective norms nor perceived behavioral control helps predict tourists’ revisit intentions to the destination. Findings of this study can help tourism marketers develop better understandings of adventure experience so more pinpointed adventure offerings can be designed and offered to tourists.