Effects of information and communication technology improvement on revisit intention during Covid-19 Edit Download

Abstract

Purpose- The present study aims to investigate the interrelationship between information and communication technology (ICT) improvement, destination brand image, destination satisfaction, and destination personality, and how ICT improvement influences tourists' intention to return during the pandemic COVID -19. Design, methodology, approach- The statistical population consisted of Iranian tourists who had stayed in hotels in Iran during CPVID-19. A questionnaire was developed and distributed, and 310 usable questionnaires were received. To test the hypotheses, confirmatory factor analysis was performed using Smart PLS3. Findings- Our results showed that ICT improvement had a significant, positive impact on tourists' revisit intentions and destination brand image during the pandemic COVID -19. Destination brand image also had a significant influence on revisit intention, destination satisfaction, and destination personality. In addition, destination satisfaction and destination personality were significantly related to revisit intention during the pandemic. Originality of the research- This study pioneered the evaluation of ICT in the tourism industry, focusing on the hospitality industry during the pandemic COVID -19. It also examined the direct impact of ICT improvements on revisit intentions during the pandemic. In addition, this study provides evidence for managers to more effectively leverage ICT potential to improve destination brand image and encourage customers to revisit during a pandemic.