An examination of food tourist’s behavior: Using the modified theory of reasoned action

A number of studies have been conducted to examine the behavior of tourists. However, there has been little research done on food tourism examining food tourist’s behavior. Food tourism is one of the fastest growing industries and areas of interest in the tourism industry today. The current study provides an integrated approach to understand the effect of food tourists’ behavior based on perceived value and satisfaction as it relates to their intention to revisit using the modified theory of reasoned action (TRA). The purpose of this study was to examine the effects of perceived value on intention to revisit (H1) and satisfaction (H2), and satisfaction on intention to revisit (H3). Empirical findings indicated that H1, H2, and H3 were supported significantly in this study (p < 0.01). H1 was supported (β = 0.67) showing the perceived value is the antecedent of satisfaction. H2 and 3 suggested that attendees’ intention to revisit is predicted by the perceived value (β = 0.13) and satisfaction (β = 0.67) respectively. The most significant contribution of this study is a theoretical understanding with empirical results using the new factors (i.e., perceived value, satisfaction, and intention to revisit) in the context of the modified TRA rather than using the original factors. The implications will be very useful for food festival organizers as well as destination marketing organizations.     

Customer Satisfaction and Behavioural Intentions in a Rural Community Museum Environment

Abstract

This paper examines a cornerstone concept of mainstream marketing theory relating to the importance of customer satisfaction as an influence on future behavioural intentions. The underlying premise is that visitors to a tourist attraction whose expectations are met or exceeded will be satisfied with their experience, and that the degree of perceived satisfaction will positively correlate with their stated intention to repeat purchase and to recommend the experience to others. This paper reports an exploratory project to test the above proposition within a tourism industry context, specifically with reference to the museum sector. The study measures visitor satisfaction levels and future intentions to revisit or recommend the Matakohe Kauri museum in Northland, New Zealand-a rurally isolated tourist attraction which is heavily dependent on referrals to support its continued existence. Research was undertaken by means of a two part structured interview technique, conducted on site with 141 respondents on six separate days in September and October 1996. Visitor expectations were established by questioning prior to entry, whilst a subsequent exit interview captured respondents' perceived degree of satisfaction with their visit. The second interview included a measure of stated intention to return and to recommend the museum to others. Provisional indications are that perceived levels of satisfaction have little bearing on the visitor's stated intention to return to the attraction; however, a significant relationship exists between perceived satisfaction and intention to recommend to others. The results of this research will prove valuable as a foundation for a recommended programme of further research to more rigorously assess the performance of customer satisfaction theory within a rural folk museum environment.     

Effects of personality traits on visitors attending an exposition: the moderating role of anxiety attachment

Expositions or “expos” are large consumer trade shows representing a catalyst for on-site direct spending by visitors attracted to these events that are promoted by destination marketing organizations, governments, communities, and businesses. The purpose of this study was to develop and test a new research model involving the analysis of five specific personality traits representing pleasure visitors attending an annual expo to provide more meaningful information for destination marketing professionals. This study then examined the effects of how visitor personality traits play upon expo attachment, satisfaction, and revisit intention using anxiety attachment as a moderator. Results revealed the relationships between expo attachment and satisfaction, attachment and revisit intention, and satisfaction and revisit intention were significant. Also, anxiety attachment was shown to moderate the relationships between all visitor personality traits and expo attachment. Accordingly, this study provides theoretical insights for future tourism research and offers new promotional implications for expo practitioners.     

Investigating International Tourists’ Intention to Revisit Myanmar Based on Need Gratification,Flow Experience and Perceived Risk

Satisfaction plays an important role in creating loyalty to a tourism destination. However, ensuring consistent satisfactory trip experiences for tourists and increasing their revisit intention remain challenging for many international tourism destinations, including Myanmar. We conducted a survey with 465 international tourists visiting Myanmar. Results indicate that need gratification and flow can increase tourist satisfaction. The perceived risks of tourism destination can decrease tourist satisfaction. Satisfaction is an important factor to mediate the influence of need gratification, flow, and perceived risks. A tourist’s intention to revisit Myanmar can be largely improved by attending to these independent and mediating factors.     

The formation of visitor behavioral intention to creative tourism: the role of push–Pull motivation

This study proposes and examines a behavioral intention to re-experience model consisting of experience quality, perceived value, satisfaction, and push–pull motivation factor as the determinants. For this purpose, self-administrated questionnaires were utilized to gather data from 369 participants of five creative tourism attractions in Indonesia. To examine the proposed model and hypotheses, partial least square modeling was applied. The results provide evidence that pull motivation impacts visitor behavioral intention to re-experience. It also demonstrates that push motivation impacts visitor behavioral intention to re-experience and is strengthened by experience quality and perceived value.     

The impacts of weather on tourist satisfaction and revisit intention: a study of South Korean domestic tourism

This study explores the impacts of weather on tourist satisfaction and intention to revisit sites utilizing a survey of 1736 domestic tourists in South Korea. This study adds tourists’ perceived quality of weather to a path model that anticipates revisit intention and was originally based on the perceived quality of physical attributes and service, as well as tourist satisfaction. The results of this study show that the perceived quality of weather affects tourist satisfaction and revisit intention directly and indirectly, and that it correlates with the perceived quality of physical attributes and service. It was determined that the impact of weather perception on tourist satisfaction and revisit intention is higher in rainy weather conditions. The results of the study show that to sustain tourist satisfaction and revisit intention, efforts to moderate the negative impacts of uncomfortable weather conditions are required, especially in rainy weather.     

Too dark to revisit? The role of past experiences and intrapersonal constraints

Laden with assorted emotional factors, dark tourism behaviors are heavily influenced by emotion-related factors, such as intrapersonal constraints. By deploying a survey of tourists visiting the Memorial of the Victims of the Nanjing Massacre, which lies on the darkest edges of the dark tourism spectrum, this study probes how well one's intrapersonal constraints and past experiences relate to one's revisit intention. Results indicate that there are four sub-dimensions in intrapersonal constraints, namely culture, emotion, escape, and incuriousness. The cognitive experiences have significantly positive effects on the revisit intention either through direct effects or via the mediating variables of intrapersonal constraints, while intrapersonal constraints play an indirect-only mediating role in the relationship between affective experiences and revisit intentions. Theoretical and practical contributions of the study findings are discussed within the realm of dark tourism.     

The Moderating Influence of Psychographics in Homestay Tourism in Malaysia

Like other special interest tourism products, homestay as a community-based tourism product has shown substantial growth in terms of number of visits in recent years. Nevertheless, compared to other special interest tourism products, visitor behavior in homestay tourism has been neglected by the literature. This study fills this void by investigating the relationships between perceived value, satisfaction, and behavioral intention, and by examining the moderating influence of psychographics in a homestay tourism context. Respondents were visitors who visited selected homestay villages in Malaysia. Multi-group structural equation analysis was used to test for group differences in the structural weights.     

Dialectical emotions in a dark heritage site: A study at the Auschwitz Death Camp

This study was designed to explore the emotional experience during the visit to the Auschwitz Death Camp, and its relationship to the perceptions of benefits gained from the visit as well as the quality of the experience. A mix method approach was adopted. Following a qualitative study, questionnaires (n = 553) were distributed in four languages. The findings which are based on the PANAS index revealed an emotional duality. The study highlights the central role of the negative emotions and the significant contribution of these emotions to visitor's satisfaction, as well as to the perceived benefits derived from the visit. The study challenges the emphasis of tourism research on positive emotions and its view of negative emotions as having a negative impact, leading to dissatisfaction with the visitor experience. The findings emphasize the need to conceptualize the visitor experience and address the positive contribution of negative emotions.     

旅游者恢复性环境感知与游后行为意向——影响机制和边界条件

游客恢复性环境感知作为联结旅游体验和健康的重要环节,是游客与旅游地环境交融形成的综合性体验,是游客管理研究的新视角,但游客恢复性环境感知对游后行为意向的积极效用还未得到深入理解。文章从注意恢复理论出发,应用Mehrabian-Rusell模型,探讨游客恢复性感知、满意度对游后行为意向的影响及游客涉入的调节作用。通过问卷调查收集数据,得到547个有效样本,使用结构方程建模。研究发现:游客功能类恢复性感知(一致性、新奇)正向影响情感类恢复性感知(迷人、兼容性、逃逸);兼容性比迷人对满意度的正向影响更大;新奇比逃逸对游后行为意向的正向影响更大;兼容性与满意度在"一致性、新奇-游后行为意向"的结构中有多重链式中介作用;迷人、兼容性对满意度的影响受游客涉入的正调节。游客恢复性感知对游后行为意向的影响过程表现为"环境刺激认知-情感-意向"三阶段传递机制。最后讨论了上述发现对目的地营销与管理的启示。     

Influencing factors on restaurant customers’ revisit intention: The roles of emotions and switching barriers

This study was designed to examine the relationships among consumption emotions, customer satisfaction, switching barriers, and revisit intention. Four positive and negative categories of switching barriers (preference, switching costs, relational investment, and lack of alternatives) were identified through a qualitative approach. Using structural equation analysis, the proposed relationships were tested in a full-service restaurant setting. The results showed that multiple components of consumption emotions significantly affected customer satisfaction, and satisfaction mediated the effect of emotion factors on revisit intention. The findings from the tests for metric invariances also indicated that the strength of the relationship between satisfaction and revisit intention was different across high- and low-switching barrier groups. In particular, the satisfaction-revisit intention relationship was stronger in each low-switching barrier group than in each high-switching barrier group.     

Self-drive tourism attributes: influences on satisfaction and behavioural intention

Self-drive tourism differs from other types of tourism in many aspects, such as the importance of accessibility by roads and the attractiveness of multiple destinations along the way. Little research has investigated self-drive tourism attributes systematically. Moreover, the consequences of these attributes, namely, tourist satisfaction and post-visit behavioural intentions, have not been examined. This study aims to fill these gaps. The study is based on 377 observations collected in Xinjiang Province, China, which is a popular domestic self-drive tourism destination. Results show that two factors of self-drive tourism attributes explain the data well. Destination characteristics positively affect tourist satisfaction but driving conditions do not. Tourist satisfaction positively leads to the intention to recommend and revisit. This study contributes to the body of knowledge in the area of self-drive tourism and suggests implications to practitioners.     

Antecedents of revisit intention

Revisit intention has been regarded as an extension of satisfaction rather than an initiator of revisit decisionmaking process. Some other independent variables, related to perceived quality of performance during onsite and post-purchase periods as well as the destination’s distinctive nature, may contribute to revisit likelihood. This study explores antecedents of this intention based on literature reviews and examines their significance based on the results of 2000–2003 surveys of pleasure tourists in Hong Kong. Research findings reveal that perceived attractiveness, rather than overall satisfaction, is the most important indicator. Managerial and theoretical implications are also discussed.     

Spiritual retreat tourism development in the Asia Pacific region: investigating the impact of tourist satisfaction and intention to revisit: a Chiang Mai,Thailand case study

The aim of this research is to investigate how spiritual retreat tourism influences tourist satisfaction and intention to revisit a destination. A quantitative approach was employed and a self-administered survey was used to collect data. A multiple regression analysis was used to analyze data. The results revealed that push factors including novelty, relaxation, transcendence, self-esteem, physical appearance and escape influence spiritual retreat tourist satisfaction; while pull factors, especially authentic experiences, natural settings, peaceful atmosphere, far from the usual places and historical significance, influence spiritual retreat tourist satisfaction, in turn leading to intention to revisit the same destination.     

Exploring the influence of tourists’ happiness on revisit intention in the context of Traditional Chinese Medicine cultural tourism

Based on how tourists interpret the destination experience and on attachment theory, this study investigates the influencing mechanism of tourists' happiness on revisit intention for traditional Chinese medicine (TCM) cultural tourism destinations. Three tourist samples confirm the three dimensions of tourists' happiness: positive emotions, engagement, and meaning. Two surveys were conducted to test the direct and indirect influence of tourists' happiness on revisit intention and the moderating role of tourists' health consciousness. The results show that tourists' happiness promotes memorable tourism experience and place attachment, in turn stimulating revisit intention. The results also support health consciousness as a significant moderator between happiness, place attachment, and revisit intention. The findings enrich theoretical understanding of tourists’ happiness and provide marketing and management advice for TCM cultural tourism destinations.     

Exploring the effects of a ‘new’ listing of a UNESCO World Heritage Site: the case of Singapore Botanic Gardens

This study examines how the United Nations Education, Scientific and Cultural Organization World Heritage Site (WHS) listing impacts on push-pull factors, satisfaction and revisit intention. Data were collected on visitors to the Singapore Botanic Gardens before and after the WHS listing was awarded. The pre-listing and post-listing samples were compared and results revealed significant differences between the samples. Differences were observed for the importance of various push and pull factors as well as satisfaction and revisit intention. This study provides researchers and practitioners with greater insight into the effects of the WHS listing and recommends potential strategies for future marketing communications.     

城市特征对城市游客满意度的影响——基于Probit模型的定量分析

游客满意度是衡量城市旅游发展的重要指标之一,掌握和控制游客满意度的影响因素对城市旅游发展和管理越来越关键。国内外研究综述表明,城市旅游的游客满意度影响因素及其关系的定量研究尚不多见,尤其对城市特征因素的研究。城市特征是城市旅游的必要组成,作为客观因素对游客满意度的影响不言而喻。文章运用文献分析法、问卷调查法和二元Probit离散选择模型计量法,以长沙市477名游客的现场调查数据为基础,对城市特征、个人特征和旅游动机三大变量下10个影响因素与游客满意度之间的假设关系进行检验。研究结果显示,修正后的游客满意度影响因素Probit模型具有统计学意义,6个研究假设得到验证;研究结论表明,城市社会发展水平、城市绿化水平、环境保护水平、旅游资源丰富程度、游客月收入、游客是否主动到访等因素对城市旅游的游客满意度产生显著的正面影响,其中,游客主动到访因素对游客满意度的影响作用最大,城市社会发展水平影响作用最小。研究结论一定程度上有利于促使城市管理者更多关注城市发展与旅游质量,最后,从满意度改善系统、城市要素建设、城市旅游资源开发和游客营销引导等方面提出政策建议。     

How can the solo dining experience be enhanced? Focusing on perceived territoriality

Europe, Australia, the United States and now Asia have documented recent increases in numbers of “solo” consumptive restaurant dining behavior, representing an emerging worldwide restaurant industry trend. The study’s objectives were designed to explore unchartered solo dining research addressing perceived territoriality as a theoretical foundation for identifying potential physical and psychological boundaries applied to the solo dining context and for examining the relationships between those boundary factors, solo diners’ perceived territoriality, overall satisfaction and revisit intentions. Results showed that restaurant physical and psychological boundaries positively influenced perceived territoriality, leading to positive solo dining satisfaction and revisit intention. Further, this study revealed that solo diners’ motivations significantly moderated the effects of psychological boundaries upon their perceived territoriality. Implications and recommendations for future research are provided.     

Exploring Cruise Experiences,Satisfaction, and Loyalty: The Case of Aruba as a Small-Island Tourism Economy

In light of increasing global competition amongst international cruise destinations; growing demand for cruise tourism; and the lack of empirical studies on the “real” destination experience, satisfaction, and intentions to return and recommend (i.e., cruise destination loyalty), the current study investigates cruise visitor satisfaction, cruise destination experience, and the resulting behavioral intention as it relates to the cruise destination of Aruba, Dutch Caribbean. Because of increased reliance of small island economies on cruise tourism receipts and visitor expenditures, cruise ports throughout the Caribbean are seeking ways to improve the quality of destination services and experiences. Results indicate that cruise visitors are satisfied with their visit to Aruba and that overall destination experience in addition to satisfaction, were found to be significant predictors of cruise visitor loyalty.     

The impact of CSR satisfaction on destination loyalty: a study of MICE travelers in Thailand

The objectives of this research are firstly, to study the characteristics of CSR activities conducted for international business groups. Secondly, to analyze the factors that impact business travelers’ satisfaction with CSR activities, and thirdly, to analyze the influence of satisfaction with CSR activities on destination attachment and destination loyalty. A questionnaire survey was conducted with 127 business participants from three corporate meetings and one convention group. The results reveal the characteristics of CSR activities of corporate meetings and conventions in Thailand. Business travelers’ satisfaction with CSR activities is influenced by their personal altruistic attitudes and the efficacy of local service providers. Satisfaction with CSR activities has a direct impact on destination attachment and an indirect impact on destination loyalty. CSR activities could be used as tools to influence the revisit intention of corporate meeting and convention participants. A CSR activity during a business trip is a novel concept that can be utilized by destination management companies as well as national tourism organizations to develop satisfying tourism products.