Abstract:
Tourism is the largest service oriented industry in the world. Repeat visitation
is derived from customer satisfaction which is an essential element for survival
of the tourism industry. Identification of most valued attributes is fundamental
to attract and retain satisfied customers. Wow feeling has identified as the most
important factor that can be increased the tourists’ satisfaction. Accordingly, this
study focuses to identify the areas where can be generated wow feeling at the
hotels and further it develops to identify the relationship between wow feeling
and the repeat visit intention of tourists. To conduct this study, it was selected the
five star hotels in Down South. The repeat guests visited the hotels during the
period of November 2017toFebruary 2018 were considered as the population of
the study. Out of the total repeat tourists visited the hotels during the prescribed
period; it was selected 300 foreign and local tourists to the sample following the
purposive sampling technique. Self-structured questionnaire was used to collect
primary data. Pearson correlation analysis and the multiple linear regression
analysis were used to analyze the data. According to the study findings, it was
able to find out that there is a strong positive relationship between wow feeling
and repeat visit intention among tourists. Further, the study focuses that welcome,
restaurant and bar and cleanliness are highly impact on tourists when generating
more wow feeling at the hotels. Finally, the study recommended that the hotels
needed to be taken actions to enhance the customer loyalty and their satisfaction
to ensure the repeat visitations. Hotels’ management needed to implement future
actions in their corporate plans to uplift the conditions of the hotels and needed to
develop sustainable strategic plans for the hotels while satisfying their customers
in their maximum.
