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