Academic Scientific JournalsThe impact of the number of visits and the level of satisfaction on the intention to recommend a tourist destination. The example of Gdańsk
DOI:
https://doi.org/10.26881/jpgs.2021.1.05Keywords:
Gdańsk, satisfaction, tourism, cluster analysis, logistic regressionAbstract
The article focuses on examining the intention to recommend Gdańsk as a tourist destination to family and friends. The study was based on the results of a survey (Bęben et al., 2018) conducted among 2,508 respondents visiting Gdańsk in 2017. The method of cluster analysis was applied, thanks to which it was possible to divide the respondents into three clusters. Then, logistic regression was used to analyze the variables influencing the intention to recommend a destination. The study shows that for the entire sample the level of satisfaction from a visit to Gdańsk remains the factor supporting the decision to recommend a destination. Importantly, the total number of visits to Gdańsk is negatively correlated with the intention to recommend the destination, which proves only partial loyalty.
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