Predicting Tourist Revisit Intention by Applying the Extended Model of Goal-Directed Behaviour and Cognitive Dissonance Theory

IF 3.1 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM
Seungmin Nam
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Abstract

The primary aim of this study was to provide a better understanding of the decision-making cycle of Chinese and Japanese tourists by testing the hypothesis via an extended model of goal-directed behavior. This study was also aimed at extending the concept of the goal-direct model and cognitive dissonance theory by examining the revisit intention for tourism. These two countries represent more than half of the tourism market in Korea. Despite the huge market potential of Chinese and Japanese tourists, relatively little study has been founded on predicting the revisit intention of inbounded tourists. A survey material was developed by adapting measures used in previous studies that assessed the push factor, pull factor, attitude, subjective norm, perceived behavioral control, anticipated emotion, desire, cognitive dissonance, and revisit intention. Note that 580 cases were on-site surveyed as popular tourist destinations in Seoul, South Korea. The 545 cases were analyzed for the final results. Statistical analysis was conducted through demographic analysis, Confirmatory factor analysis, and SEM (Structural Equation Model) analyses. This study found that the decision to go to Korea is a sound, enthusiastic, and delicate choice measured by the variable of the MGB. Results likewise showed that the theory could be extended to incorporate the impact of inbound visitors' perception of cognitive dissonance. This study is to recognize the decision-making process influencing the revisit intention of Chinese and Japanese tourists and draw academic and practical implications from the difference of the impact on each element.
应用目标导向行为扩展模型和认知失调理论预测游客重访意愿
本研究的主要目的是通过目标导向行为的扩展模型来检验假设,从而更好地理解中国和日本游客的决策周期。本研究亦旨在透过考察旅游重访意向,扩展目标直接模型及认知失调理论的概念。这两个国家占据了韩国旅游市场的一半以上。尽管中国和日本游客市场潜力巨大,但对入境游客重访意向的预测研究相对较少。根据以往研究中使用的评估推因素、拉因素、态度、主观规范、感知行为控制、预期情绪、欲望、认知失调和重访意愿的方法,开发了一份调查材料。值得注意的是,作为韩国首尔的热门旅游目的地,现场调查了580个病例。对545例病例进行分析,得出最终结果。统计分析采用人口统计学分析、验证性因子分析和结构方程模型(SEM)分析。研究结果表明,通过MGB变量来衡量,决定去韩国是一个明智的、热情的、微妙的选择。结果同样表明,该理论可以扩展到考虑入境游客认知失调感知的影响。本研究旨在认识影响中日游客重访意愿的决策过程,并从各因素影响的差异中得出理论和实践意义。
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来源期刊
Journal of Tourism and Services
Journal of Tourism and Services HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
7.80
自引率
16.70%
发文量
14
期刊介绍: Journal of Tourism and Services, established in September 2010, is the international reviewed scientific research journal published by the Center for International Scientific Research of VŠO and VŠPP in cooperation with the following partners. The journal publishes high-quality scientific papers and essays with a focus on tourism and service industry development. Together with the scientific part and in order to promote the exchange of current and innovative ideas and stimulating debate, the Journal also includes Reviews of Existing Work or Short Essays, Research Notes, and Research and Industry sections to address important topics and advance theoretical knowledge or thinking about key areas of tourism and services and to allow researchers to present initial findings and reflections or problems concerning fieldwork and research in general.
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