Harassment affects tourists' revisit intention in China: Roles of destination image and perceived travel risks

Negative travel experiences can greatly affect tourists' perception of quality and shape their future behavior intentions. However, the specific effect of harassment on tourists ' intention to revisit remains underexplored in academic research. Thus, this study analyzed the internal mechanism between tourist harassment and revisit intention with a sample of 312 tourists who were visiting cultural heritage and natural scenic locations in China. We employed SPSS 29.0 and Mplus 8.9 for data analysis of surveys and found that harassment was negatively related to the intention to revisit, with destination image mediating this relationship. Further, perceived travel risks moderated the relationship between harassment and revisit intention, such that the negative impact of harassment on tourists ' intention to revisit was stronger when perceived travel risks were higher. These findings can systematically and theoretically explain the consequences of tourist harassment and offer guidance for industry in developing targeted tourism policies.