Determinants of Intention to Revisit in Hospitality Industry: A Cross-Cultural Study Based on Globe Project

Abstract

This study examines the impact of service quality on intention-to-revisit through variables such as emotion, satisfaction, eWOM and loyalty in the hotel industry from a cross-cultural perspective that goes beyond national boundaries. Four countries were chosen from two clusters, based on the GLOBE Project, the UK and the US from the Anglo cluster and Iran and India from the Southern Asia cluster. A total of 1418 questionnaires were received from guests of 122 independent hotels, and the data were analyzed using the partial square technique in SEM-PLS. The findings reveal that antecedents of intention to revisit follow both similar and different patterns of relationships because of the cultural dimensions of the countries. While positive emotions experienced by Iranians and Indians can make them satisfied customers, the satisfaction of US consumers and the British is derived from their evaluation of service quality. In addition, the intention of US consumers and the British to revisit the hotel is created through their loyalty, but satisfaction and eWOM can lead to Iranian and Indian customers’ revisit intention. This study contributes to the literature on the hospitality industry and the antecedents of intention-to-revisit by defining the distinction between countries within different clusters in the GLOBE Project and adds new knowledge to our understanding of culture.