Fostering customer revisit to upscale hotels through hotel marketing mix: the mediating role of satisfaction and the moderating role of social influence

Purpose The study investigates the association between hotel marketing mix, tourist satisfaction, revisit intention in the Bangladesh hotel industry, highlighting the mediating and moderating effects of satisfaction and social influence. Design/methodology/approach Data were collected from 404 tourists who stayed in upscale hotels (3, 4, and 5-star) in Chittagong and Cox's Bazar. The gathered data were assessed and interpreted using Smart PLS software. Findings Tourist satisfaction significantly mediates the relationship between the hotel product, price, location, promotion and revisit intention. In addition, social influence moderates tourists' satisfaction and revisits the intention relationship. Practical implications The framework and findings can serve as a strategic tool to expedite hotel top management and managers' decision-making, aiming to improve tourist revisit intention in the competitive business environment through hotel marketing mix and satisfaction. Originality/value The findings contribute to the Theory of Planned Behaviour (TPB) by explaining the mediating role of satisfaction and the moderating role of social influence in augmenting the intention to revisit in the Bangladeshi hospitality industry.