The Effects of Variety Seeking and Novelty Seeking on Tourists’ Revisit Intention (Case study: Tehran’s tourists)

Document Type : Research Paper


1 PhD Candidate, International Marketing Management, Faculty of Economic, Management and Official Sciences of University of Tehran, Iran

2 Associate Prof., Business Marketing, Faculty of Management, University of Tehran, Iran

3 PhD Candidate in Marketing Management, Business Management Group, University of Tehran, Farabi Campus, Gum, Iran


The tourism industry is one of the most important phenomena in this century. To success in this filed, we need to study tourists and their behaviors. The current study aims to investigate the effects of behavioral variables such as variety seeking and novelty seeking on revisit intentions in the short, medium and long term, in order to study the process of return of tourists and identify tourists’ behavior in Tehran. This paper is applied and descriptive. 390 individuals were selected as the sample size based on Morgan table. To collect data, questionnaire is used. Questionnaire’s reliability and validity were measured by Cronbach's alpha and factor analysis. The conceptual model was examined by path analysis and structural equation model. The findings indicated significant differences between revisit intentions at different intervals according to novelty seeking and variety seeking. In short term, these variables casue people not to revisit the destination; however, the effects of these variable on revisit intention will decrease in long term.


Main Subjects

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