Tourists’ Perceptions and Revisit Intentions of Adventure Tourism: Insight from Chittagong Hill Tracts Area in Bangladesh

Authors/ Publisher: Md. Masud Rana, Md. Julfikar Ali and Rafia Jannat

Abstract:

The study is a quantitative study that aims at exploring the issues about adventure tourism that influences their revisit intention in the Chittagong hill tracts (CHT). Against the backdrop of the increasing popularity of adventure tourism in the world today, it becomes vital to determine the factor determinant of tourist’s revisit intention of destinations like CHT. The objective of the study is to examine the perception of how tourists towards environmental quality, safety, infrastructure, the level of service provided to the tourists and their interaction with the local community and the extent in which this has an impact on their intention to make a revisit. On this, it employs research design as the quantitative method. A sample size of 384 domestic and international tourists who visited the CHT recently was used to gather data using structured questionnaires that were developed to measure various perceptual dimensions. Data were analysed in SPSS-26(V) where correlation and regression analysis were conducted to determine the strength and nature of the relationship between the variables of perception and revisit intentions. Cronbach’s Alpha was used to test the reliability of the constructs. The results indicate that there is a strong and statistically significant positive correlation (r = 0.712) between overall tourist perceptions and intention to revisit the CHT. Regression model shows that visitors’ perceptions that give explanation of nearly 63.4% of the variance of revisit intentions and satisfaction that deals with safety measures, cultural immersion and quality of services are becoming important determinants. Resting on these insights, the study suggests specific enhancements to the services in the tourism sector, the safety measures, and the organization of culturally enriched, inclusive, and affordable experiences. Furthermore, the stakeholders of tourism are advised to target the needs of the most important demographic groups, in particular, students and young adults. The study is an empirical study that is groundbreaking as it associates perceptions and loyalty in the Bangladeshi adventure tourism. The results provide useful advice to policymakers, destination planners, and local populations who aim to enhance the appeal and longevity of destinations by attracting visitors.

Keywords: Adventure Tourism, Tourist Perception, Revisit Intention, Hill Tracts, Sustainable Tourism