What impacts the revisit intention of tourists? An application of hierarchical ordered probit model

Macao, which has long been perceived as a popular gambling tourist destination, is currently encountering new problems, such as the constant decline of casino revenues. To revitalize Macaos casino industry and to enhance tourists revisit intention, this study first identified the main activities undertaken by tourists and their satisfaction level. Thereafter, we scrutinized the relationship between tourists' satisfaction level and their revisit intention by hierarchical ordered probit model. The findings indicated that gambling satisfaction is positively related to tourists revisit intention. Moreover, trip arrangement (i.e., individual traveler vs. group traveler) is highly connected with their revisit intention. Furthermore, customers who have a strong intention to recommend the destination to their friends and relatives are more likely to revisit Macao in the future. To maintain and upgrade tourists satisfaction level, transforming gambling to a type of experience that combines pleasure and enjoyment can be considered.