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

Reference: Oyunchimeg, L., Gantuya, N., Enkhjargal, D. & Raffay, Z. (2022). A Longitudinal Study of Destination Image, Tourist Satisfaction, and Revisit Intention. Journal of Tourism and Services, 24(13), 128-149. 10.29036/jots.v13i24.341

Authors

DOI:

https://doi.org/10.29036/jots.v13i24.341

Keywords:

destination image, tourist satisfaction, behavioural intention, longitudinal study, image change, and competitiveness

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.

Author Biographies

Oyunchimeg Luvsandavaajav, Department of Geography, National University of Mongolia; Ulaanbaatar, Mongolia Faculty of Business and Economics, University of Pecs, Pécs, Hungary

Mrs.Oyunchimeg Luvsandavaajav currently holds the position as a senior lecturer of Tourism Studies at the Department of Geography, National University of Mongolia, and PhD candidate at the University of Pecs, Hungary. She has a wide range of research interests, including consumer behavior in tourism marketing, event tourism, and ecotourism. She has published numerous research papers in the tourism and geography journals and presented them at international conferences.

Gantuya Narantuya, Department of Geography, National University of Mongolia; Ulaanbaatar, Mongolia

Dr. Gantuya Narantuya currently holds the position of a senior lecturer of Tourism Studies at the Department of Geography, National University of Mongolia. She has gained her PhD degree from Kumoh National Institute of Technology, South Korea, and her Master of Tourism Management degree from the National University of Mongolia. Dr. Gantuya’s research interest focuses on tourism destination branding, place branding, regional tourism development, agro-tourism, as well as nature-based tourism, and remote area tourism in Mongolia. She has published 16 research articles in international and national journals and presented 10 research papers at international conferences in Thailand, Vietnam, China, the Philippines, and South Korea.

Enkhjargal Dalaibaatar, Department of Geography, National University of Mongolia; Ulaanbaatar, Mongolia

Dr. Enkhjargal Dalaibaatar currently holds the position as associate professor of Tourism Studies at the Department of Geography, National University of Mongolia. She has obtained her Ph.D. degree from the National University of Mongolia, Ulaanbaatar, and her Master of Tourism Administration degree from the Aligarh Muslim University, India. Dr. Enkhjargal’s research interest focuses on tourism marketing, human and socio-economic geography, environmental impact assessment, sustainable rural livelihoods, conservation, and natural resource management. She has published 25 research articles in international and national journals and presented several research papers at international conferences in Taiwan, Australia, China, and India.

Zoltan Raffay, Faculty of Business and Economics, University of Pecs, Pécs, Hungary

Dr. Raffay Zoltan currently holds the assistant professor of Tourism Studies position at the Faculty of Business & Economics, University of Pecs. He has gained his Ph.D. degree from the Doctoral School of Regional Policy and Economics, Faculty of Business and Economics, University of Pecs. Dr. Raffay Zoltan’s research interest is tourism marketing; tourism system, sales promotion; fast and slow tourism; marketing decisions in tourism; attraction and visitor management. He is a member of a number of academic bodies:  Hungarian Economic Association; Hungarian Geographic Association; Hungarian Regional Science Association; Association for the Lecturing and Study of Marketing; Environmental, Regional Development, and Urban Studies Committee.

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Published

2022-06-30