The Role of Tourists’ Attitude on Revisit Intention and Willingness to Support a Destination: Mediating Effect of Destination Attachment

This chapter attempts to examine how tourists’ attitudes affect their attachment to Marrakech—one of Morocco’s top tourist destinations—and their intention to revisit it and support it after the COVID-19 pandemic. A total of 374 respondents provided data for this study between November 2021 and January 2022 via a self-reported questionnaire. IBM SPSS Statistics 23.0 and Smart PLS 3.3 were used to evaluate the results. The findings strongly support that tourists’ attitudes positively impact their attachment to a destination, which in turn influences their revisit intention and their willingness to support it after the crisis. Additionally, the link between tourists’ attitudes and behavioral intentions is partially mediated by destination attachment. These results are intended to be helpful for managers who aim to develop effective strategies to revive tourism in this destination after a long period of crisis.