Vacation satisfaction and vacationists’ quality of life
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Purpose. The aim of the present study is to investigate how satisfaction with different aspects of tourism destination contributes to the wellbeing of vacationist. We study the effect of self, functional, hedonic, economic, health and safety, moral and leisure congruities on the enhancement of quality of life reported by vacationists to Thailand. Methodology. The study is based on a theoretical model developed in Tokarchuk, Maurer and Bosnjak (2015) according to which satisfaction with different aspects of vacation contributes to vacationists’ quality of life enhancement due to vacation. We extend the model by suggesting that improvements in quality of life influence revisiting intentions and word of mouth intentions. The model is empirically tested on data collected among 976 vacationists to Thailand on their departure. Empirical investigation of the model is performed with the use of structural equation modelling (SEM). Findings. We find that all considered congruities positively and significantly contribute to vacationists’ quality of life enhancement. Their contribution can be seen as equally important. We find that quality of life enhancement has positive contribution to post-visit loyalty measured by visiting intentions and word of mouth intentions. Practical implications. The model developed and tested in the present study helps practitioners to understand the most important aspects of destination image perceived by vacationists. The results of the model have wide range of application from developing of marketing campaigns to destination improvement and further development. Originality/value. The present study provides additional insight into how satisfaction with various aspects of destination perceived by vacationists influences their wellbeing enhancement due to vacation taken in the destination.