Rookie Tourism- Impact of Risk variables on the Propensity to Return of Tourists

Abstract

Established tourism attractions encounter numerous challenges as they strive to draw repeat visitors and eventually turn into undiscovered gems. Various obstacles faced by destination marketing organizations give rise to typical and frequently encountered "rookie mistakes" in susceptible destinations. This study sought to examine the relationship between destination marketing elements (risk variables) and revisit intention in Sundarban, the biggest mangrove forest in the world, which is a relatively unknown yet popular tourist destination. While there are studies that identify developing destinations as rookie destinations, the focus of this study is on how a trending destination can gradually transition into a rookie destination with significant DM characteristics, which represents a research gap.