How place attachment mediates the Nexus between destination image and tourist intention to revisit Zimbabwe’s tourism destinations

This research quantitatively examines the mediating impact of destination image on the interplay between place attachment and repeat tourist visit intention using S-O-R model and Resource Based View Theory. This is a research area which is heavily overlooked in Sub-Saharan Africa. Data was collected using structured questionnaires from 300 tourists who visited Victoria Falls, Zimbabwe’s major tourism hub. Quantitative methodologies were employed in this study. The findings from the study indicate that dimensions of place attachment positively influence repeat tourist visit. Additionally, the study findings clearly emphasised that the image of a tourism site partially mediates the interplay between place attachment and tourist ability to return and visit. The findings of this research meaningfully contribute to present marketing and tourism literature. It is strongly recommended that Destination Management Companies in Sub-Saharan African nations should consider the dimensions of place attachment and image of the destination when developing strategies to encourage tourists to revisit tourist destinations.