The impact of service quality and destination image towards tourists’ revisit intention on cox’s bazar marine tourism in Bangladesh

Ulfy, Mohammad Arije and Haque, A. K. M. Ahasanul and Huda, Md Nazmul (2026) The impact of service quality and destination image towards tourists’ revisit intention on cox’s bazar marine tourism in Bangladesh. Journal of Quality Assurance in Hospitality & Tourism, 27 (NA). pp. 1-16. ISSN 1528-008X E-ISSN 1528-0098

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Abstract

From the standpoint of managing ocean and coastline tourism, marine-based tourism has emerged as a significant focus. Bangladesh boasts some of the most magnificent and diverse maritime tourist locations. The primary objective of this study is to analyze the influence of service quality and destination image on visitor satisfaction regarding their desire to revisit Cox’s Bazar marine sites in Bangladesh. This study employed the SERVEQUAL framework, destination image theory, and the Stimulus-Organism-Response (SOR) model. A total of 345 questionnaires were sent to visitors throughout five marine tourism locations in the Cox’s Bazar region. Partial least squares structural equation modeling (PLS-SEM) was used to perform confirmatory factor analysis for evaluating the measurement model and a structural model for hypothesis testing. The study’s findings indicate that service quality and destination image significantly and positively influence tourist satisfaction and the inclination to revisit. The findings of this study will assist tourism service providers, entrepreneurs, stakeholders, and visitors moving forward. The research was limited to five marine tourist locations in the Cox’s Bazar region and focused solely on the marine tourism sector, hence providing opportunities for future researchers to explore other segments of the tourism industry in different regions of the country.

Item Type:	Article (Journal)
Additional Information:	Mohammad Arije Ulfy , Ahasanul Haque & Md Nazmul Huda (05 May 2026): The Impact of Service Quality and Destination Image Towards Tourists’ Revisit Intention on Cox’s Bazar Marine Tourism in Bangladesh, Journal of Quality Assurance in Hospitality & Tourism, DOI: 10.1080/1528008X.2026.2664877 To link to this article: https://doi.org/10.1080/1528008X.2026.2664877 This article published 5 May 2026. Vol. No and Issue No is coming soon.
Uncontrolled Keywords:	Service quality, destination image, tourist satisfaction, SOR model, marine tourism, revisit intention
Subjects:	H Social Sciences > HF Commerce > HF5001 Business. Business Administration
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Economics and Management Sciences Kulliyyah of Economics and Management Sciences > Department of Business Administration
Depositing User:	Prof. Dr Ahasanul Haque
Date Deposited:	21 Oct 2026 10:37
Last Update:	21 Oct 2026 10:37
Queue Number:	2026-10-Q5835
URI:	http://irep.iium.edu.my/id/eprint/131920
Indexed In:	SCOPUS, ERA, Google Scholar

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