Exploring the relative importance of epistemic value, value for money and perceived safety in visitors’ evaluation of a destination

This study explores the relative importance of epistemic value, value for money and perceived safety in visitors’ evaluation a foreign destination. Based on sample 248 international tourists who visited Zanzibar between July 2021 January 2022, shows that three factors are significantly associated with overall satisfaction, subsequently affecting visitor’s willingness to recommend However, also directly affect recommend. Regarding importance, is most important antecedent recommend, while least important. The results imply as destinations strive attract visitors following pandemic, their marketing communications should emphasize safety.