interplay of price, word-of-mouth, and tourist satisfaction in marine tourism

Marine tourism contributes socioeconomically to its stakeholders. Appropriate management of perceived price, word-of-mouth (WOM), and tourist satisfaction overall the destination image must be ensured, ultimately influencing tourists’ behaviour. This research looks at the impact of perceived price, word-of-mouth (WOM), and tourist satisfaction on the destination image of Cox's Bazar, Bangladesh, and their subsequent effects on tourist behaviour in the marine destination. Using a quantitative approach and focusing on young, educated, and budget-conscious travelers, data was collected from 426 respondents through structured surveys. The connections among the constructs were evaluated using Structural Equation Modeling (SEM). The result reveals that perceived price and word of Mouth (WOM) tourist satisfaction significantly influence Cox's Bazar's destination image and mediates their effect on tourist behaviour. It provides useful insights for all stakeholders, especially tourism marketers by pointing to tourist satisfaction to promote goodwill to maintain the sustainability and competitiveness of maritime tourist destinations.