The influence of tourism attractiveness of roadside gardens and visitors’ satisfaction on intentions to revisit: a mixed method approach

This study investigates how roadside gardens’ attractiveness and visitors’ satisfaction influence revisit intentions in Tanzania. Although there is an influx of visitors to roadside gardens, empirical studies, or any official records evidencing the visitations, visitors’ satisfaction and revisit intentions are lacking. As a result, there is a lack of knowledge about the extent of the gardens’ attractiveness and visitors’ satisfaction. The discipline of garden tourism has excluded roadside gardens from the measurement scale of attractiveness, visitors’ satisfaction, and revisit intentions. As a result, this study fills the gap in scale measurements of tourism attractiveness and visitors’ intentions. The study deployed a mixed-methods approach with a sample of 497 respondents. With the exception of attitudes, structural equation modelling showed that attributes of the attractiveness of roadside gardens positively influence visitors’ satisfaction and revisit intentions, which has significant practical implications for garden tourism and Tanzania’s tourism industry. Theoretically, this study contributes to the redefinition of roadside gardens in the context of urban garden tourism.