TOURISTS' EVALUATIONS OF DESTINATION IMAGE,SATISFACTION, AND FUTURE BEHAVIORAL INTENTIONS—THE CASE OF MAURITIUS

Empirical studies have analyzed the relationship between destination image and other evaluative constructs such as perceived value and service quality. However, the role and influence of destination image on future behavioral intentions have been of lesser interest. Consequently, this article examines the relationship between destination image, satisfaction, and future behavioral intentions of visitors to the island of Mauritius. A theoretical model is tested on a sample of 705 international visitors using structural equations modeling. The results show that destination image has a direct and an indirect influence over future behavior. Satisfaction and overall image play a mediating role between destination image and future behavior. As a result, important theoretical and practical implications for destination image research and marketing are offered.     

The Relationships of Destination Image,Satisfaction, and Behavioral Intentions: An Integrated Model

Built upon the tourism and marketing literature, a conceptual model depicting the relationship among tourism destination image components, satisfaction, and behavioral intentions was proposed. A conceptual model consisting of six hypotheses was empirically tested using survey data from 550 Chinese tourists who visited Zhang-Jia-Jie, a major Chinese tourism destination shown on the list of the World Natural Heritage. The empirical findings reveal that: (a) overall tourism destination is reflected by both cognitive image and affective image, and (b) overall tourism destination image has an indirect impact on behavioral intentions through satisfaction. Theoretical and managerial implications are discussed before the article concludes with limitations and directions for future research.     

The Effects of Ambivalence on Behavioral Intention in Medical Tourism

This article attempts to understand the consequences of ambivalence on perceived values, perceived risks, and the relationship between perceived values and perceived risks-behavioral intention. The fundamental theme of this study is ambivalent attitude, a term used to describe conflicting states in which individuals have both positive and negative ratings toward the same object. Using the Amos statistical program, we analyze these relationships by asking 230 Chinese potential medical tourists about their attitudes toward medical tour service. The results of this study show that in ambivalent states, medical service is mainly dependent on cognitive judgment, while tour service is mainly dependent on affective judgment. It is also shown that in the relationship between perceived values and risks-behavioral intention, the perceived functional value is the only variable related to behavioral intention. These findings suggest that the role of ambivalence in decision-making is taken into consideration in the field of consumer behavior.     

Determinants of Exhibition Service Quality as Perceived by Attendees

Abstract

This study attempted to identify comprehensive determinants (or dimensions) of exhibition service quality as perceived by attendees. Dimensions of exhibition service quality were constructed and identified, which are relevant for attendees to accomplish their objectives in an exhibition. The empirical results produced six dimensions of exhibition service quality: booth management, contents, registration, access, booth layout and function, exhibition and booth attractiveness. Contents turned out to be the most important dimension of exhibition service quality. Attendees were most concerned with number of participating exhibitors; quality of products or service exhibited; and conferences, seminars and events organized at the exhibition. We also confirmed the positive impacts of service quality on overall satisfaction and behavioral intention.     

Toward an understanding of online information processing in e-tourism: does national culture matter?

Tourism is undoubtedly among the industries that better reflect the effects of globalization, technological advances (i.e. the Internet) being one of the most relevant drivers. Given the current market saturation of this sector, a better understanding of how tourists from different cultures process online information and forge their attitudes and behavioral intentions is called for. Nevertheless, national culture may have a major influence on the effectiveness of online tourist marketing activities. This study contributes to the extant body of knowledge via the analysis of the influence of perceived risk on how tourists process the information while browsing a tourist destination website, form their attitudes and behavioral intentions toward the destination. The effect of national culture on such antecedents is examined via a cross-cultural research to compare Spanish and British cultures. A theoretical model is proposed to integrate the effect of perceived risk and variables regarding technology acceptance on tourist responses.     

Relationship between Perceived Risk,Evaluation, Satisfaction,and Behavioral Intention: A Case of Local-Festival Visitors

This study analyzes the relationship between perceived risk, evaluation, satisfaction, and behavioral intention of tourists attending a local festival. Based on a survey with a sample of 465 respondents attending a local festival in South Korea, a structural equation model (SEM) is proposed that involves festival-related perceived risk, perceptual evaluation, overall satisfaction, and behavioral intention for future attendance at this and other festivals. Firstly, the results show that while risk may lead to a negative perception of a festival, it has no effect on satisfaction or subsequent behavioral intention. Secondly, the results show that direct causality exists between perception, satisfaction and future intention. Thirdly, a demand for diversity in programs determines perceptions of risk, which in turn permits a segmentation of visitors based on these characteristics. The findings of this study contribute to successful planning and marketing strategies to meet the demands of psychologically segmented tourists, especially in festival studies.     

The Effect of Healthy Food Knowledge on Perceived Healthy Foods’ Value,Degree of Satisfaction,and Behavioral Intention: The Moderating Effect of Gender

ABSTRACT

This study seeks to determine how knowledge about healthy food impacts its perceived value, satisfaction, and behavioral intention among college students to access healthy foods, and to investigate the moderating effect of gender on the formulated relationships. The results show that knowledge about healthy food positively influences perceived value and behavioral intentions, and perceived value is a significant predictor of satisfaction and behavioral intentions toward healthy foods. In addition, knowledge about healthy food does not significantly influence on satisfaction in this study. The results regarding the moderating effects of gender show that gender only moderates the relationship between satisfaction and behavioral intentions toward healthy foods. These results offer useful information for foodservice companies and educational institutions; more specifically, for gaining a better understanding of college students’ behaviors and perceptions toward healthy foods and developing marketing strategies accordingly.     

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。     

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.     

Destination Image,Novelty, Hedonics,Perceived Value,and Revisiting Behavioral Intention for Island Tourism

This paper examines tourists’ experience of island tourism and investigates the causal relationships between the destination image, novelty, hedonics, perceived value, and revisiting behavioral intention. A total of 355 respondents completed a survey conducted on Green Island (Lyudao in Chinese), Taiwan. Using structural equation modeling, the results of the analysis supported the proposed revisiting behavioral intention model as follows: (1) the destination image had a significant and positive influence on novelty, hedonics, and perceived value; (2) tourists’ perceptions of the novelty of island tourism had a significant and positive influence on hedonics, but the effect on perceived value was insignificant; (3) hedonics had a significant and positive effect on perceived value; and (4) perceived value had a significant and positive influence on revisiting behavioral intentions. The empirical results indicate that the destination image leads to a greater perception of novelty, promotes hedonics and perceived value, and fosters the revisiting behavioral intention in tourists. Managerial implications with regard to island tourism are drawn based on the research findings, and suggestions for future researchers are presented.     

饮食旅游动机对游客满意度和行为意向的影响研究

饮食旅游是近年来发展最快的旅游类型之一,但有关游客动机和行为的研究却很少.文章构建结构方程模型,剖析饮食旅游的推动和拉动动机要素,明确旅游动机对游客满意度和行为意向的作用机制.在澳门进行问卷调查获得368个有效样本后,检验假设模型,发现饮食旅游的推动动机为休闲放松、饮食猎奇和文化探索,拉动动机包括饮食产品和配套服务;休闲放松、文化探索和饮食产品对满意度有正向影响,饮食猎奇要素对行为意向有正向影响.文章从供求两方面明确了饮食旅游的参与原因及其后续效应,为发展饮食旅游、提升游客满意度和忠诚度提供了指导.     

Design of Destination and Attraction-Specific Brochures

The design of destination and attraction-specific brochures is examined, with particular reference to attributes of attractiveness and utility. Results from three focus groups are employed to generate hypotheses, which can be tested. Implications are drawn on the design and use of brochures and their role in trip motivation and destination choice.