A Study on the Relationship between Sense of Place, Satisfaction and Recommendation Intention

Abstract

Tourists may develop a sense of place to a destination thus satisfaction seems no more important than it used to think, which could influence tourists' further attitude and behavior and could be used to enhance the marketing strategies as well as tourism planning. This study uses empirical analysis to build a model of the influence mechanism between tourists’ sense of place, satisfaction, and recommendation and uses 300 questionnaires in Hongya Cave, a tourist sight-seeing destination in Chongqing, as research objects to examine whether and how tourists’ sense of place affects the recommendation. The results show that satisfaction is not the most important factor affecting the recommend intention. The dimensions of sense of place, like cultural atmosphere, local food and business have an impact on the recommendation through satisfaction mediation, while place attachment directly affects recommendation intention.