Identifying and prioritizing Factors Affecting the Revisit Intention of the Destination Brand in Iran with the Best-Worst Method

Document Type : Original Article


1 Ph.D. in Marketing Management, Tarbiat Modares University

2 Assistant Professor of Industrial Management, Faculty of Administrative and Economics Science, University of Mazandaran, Babolsar, Iran.


The main purpose of the present study is to identify and investigate the factors affecting the revisit intention of a tourist destination and to prioritize them based on their level of importance. There are many factors that influence the revisit intention of a place, however, not many studies have been conducted to address the issue of identifying and prioritizing them. Accordingly, this study seeks to fill this gap.
This study identified more than 200 factors through a comprehensive literature review and expert’s opinions and classified them into 17 main factors. These identified factors were then provided to tourism experts and they were then rated, using the Delphi method. Ultimately, 3 factors were removed and 14 factors remained as factors affecting the revisit intention. The prioritization of these factors and their importance was established using the Multi-Criteria Decision Method, i.e. the Best-worst method (BWM).
The results showed that the behavior and culture of local people in a tourist destination is the most important factor for tourists in leading them to revisit that destination. The perceived value factor was ranked second and the motivation factor was ranked third, in this respect. Moreover, the factor of Word of Mouth (WOM) was the least important factor and therefore was ranked last.
The findings of this study are useful in helping tourism marketing and branding strategists to focus on the right metrics to make more effective decisions and encourage people to revisit tourist destinations.