Influence of Cultural Identity on Revisit Intention (A Case Study of Inlay Region in Myanmar)

This study investigates how cultural identity effects revisit intentions of tourists, focusing on the Inlay region in Myanmar as a case study. It also explores the role of cultural dimensions in shaping tourist satisfaction and fostering revisit intention to that destination. Two objectives are intended for this study. The first objective is to analyze the effect of cultural identity on tourist satisfaction, and the second objective is to examine the effect of tourist satisfaction on revisit intention in the Inlay Region. Quantitative analysis is conducted with 385 samples that are collected using the convenience sampling method. The findings of the current study indicate that all cultural identity dimensions, namely cognitive, emotional, and behavioral, have a significant positive effect on tourist satisfaction, and tourist satisfaction also has a significant positive effect on the revisit intention of the Inlay region. Therefore, authorities should prioritize public education and media publicity to raise awareness about the cultural heritage, historical significance, and traditional beliefs of the Inlay region. Furthermore, to preserve the serene natural environment and ensure the sustainable development of cultural heritage, the authorities should continue to uphold and emphasize the unique cultural history of the Inlay region.