A Longitudinal Study of Destination Image, Tourist Satisfaction, and Revisit Intention

IF 3.1 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM
Oyunchimeg Luvsandavaajav, G. Narantuya, E. Dalaibaatar, Z. Raffay
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引用次数: 5

Abstract

International tourists’ perceptions of the destination’s image, travel satisfaction and revisit intentions are crucial to effective destination marketing and overall destination competitiveness. Tourist destinations often compete through their image in potential tourists’ minds. Therefore, a destination image is central due to its influence on tourists’ decision-making and destination selection. Successful destination marketing depends on the in-depth understanding of the destination image held by tourists. This study investigates the destination image changes of Mongolia for specific periods of time. The research examines the attributes of destination images through a longitudinal comparison of data sets from 2004 to 2019 to determine if any change in destination images existed over time. The research model was developed on the attributes of cognitive and affective images, tourist satisfaction, and revisit intentions. The first set of data was obtained from the 280 international tourists who travelled to Mongolia in 2004. The second set of data was obtained from 310 international tourists who travelled to Mongolia in 2019. The research model was validated using structural equation modelling. Independent sample t-tests were performed using two data sets to examine changes in the destination image over the years. The result shows that there are positive changes in the cognitive and affective image of the destination in a given period of time, which influenced tourist satisfaction and their revisit intentions. The implications of the research findings for the travel intermediaries, destination marketing organizations, and potential future research are also discussed.
目的地形象、游客满意度与旅游意向的纵向研究
国际游客对目的地形象的感知、旅行满意度和重游意愿对有效的目的地营销和目的地的整体竞争力至关重要。旅游目的地往往通过其在潜在游客心目中的形象进行竞争。因此,目的地形象对游客的决策和目的地选择具有重要影响。成功的目的地营销取决于对游客所持有的目的地形象的深入理解。本研究调查了蒙古国在特定时期的目的地形象变化。这项研究通过对2004年至2019年的数据集进行纵向比较来检验目的地图像的属性,以确定目的地图像是否随着时间的推移而发生变化。该研究模型基于认知和情感图像、游客满意度和重游意向的属性。第一组数据是从2004年前往蒙古的280名国际游客那里获得的。第二组数据来自2019年前往蒙古的310名国际游客。使用结构方程模型对研究模型进行了验证。使用两个数据集进行独立样本t检验,以检查目的地图像多年来的变化。结果表明,在一定的时间内,目的地的认知和情感形象发生了积极的变化,这影响了游客的满意度和重游意愿。还讨论了研究结果对旅游中介机构、目的地营销组织和未来潜在研究的影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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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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