Impact of Leisure and Business Activities on the Satisfaction and Revisit Intentions of Outbound Business Tourists in International Exhibitions

The aim of this study is to identify the impact of leisure and business activities on the satisfaction and revisit intentions of business tourists. From the sample of business tourists, the study collected data on their leisure and business activities during their previous business visits, also their intentions to revisit the same place for future business visits using the approach of quantitative research and collected data from 323 various outbound business tourists who visited international exhibitions. The analysis of data was done using structural equation modeling to examine the relationships between leisure activities and business activities and business tourist satisfaction and revisit intentions. The results of the study suggest that both leisure and business activities positively affect the satisfaction and revisit intentions of outbound business tourists. Leisure activities, like as shopping, enjoying local cuisines, and events and entertainment were found to have a stronger impact on satisfaction than business activities such as business procurement, networking, and market intelligence. Furthermore, the study also states that satisfaction plays a mediator role between leisure and business activities and revisits intentions. This means that the impact of leisure and business activities on revisit intentions is partly explained by their impact on satisfaction. The findings have important implications for destination managers, exhibition organizers, and tourism policymakers who seek to attract and retain business tourists in their destinations.