Developing Explain the Effects of Tourists 'Experience and Motivation in Urban Areas on Tourists' Satisfaction and Loyalty(Case Study: Kish and Qeshm Tourist Areas)

Subject Areas : Regional Planning

Alireza Rousta ¹ (Assistant Professor, Department of Business Management, Shahr-e Qods Branch, Islamic Azad University, Tehran. Iran.)

Received: 2021-10-10 Accepted : 2021-11-14 Published : 2022-04-21

Keywords: Motivation of Urban Tourists, Experience Tourism in Urban Areas, Urban Destination Image, Satisfaction of Urban Tourists, and Tourist Loyalty from Tourist Areas,

Abstract :

The tourism industry is recognized as a good driver for development in emerging economies in urban communities. Feeling satisfied with the destination on the one hand and encouraging friends and acquaintances on the other hand cause frequent visits to tourist destinations. The purpose of this study is to explain the effects of experience and motivation of tourists in urban areas on the satisfaction and loyalty of tourists in the tourist areas of Kish and Qeshm. The research method is applied in terms of purpose and descriptive-correlational according to the data collection method. The statistical population of the study is all tourists in the tourist areas of Kish and Qeshm in 1400. Using Cochran's formula method, 384 people were selected as a sample and 399 questionnaires were distributed non-randomly through available sampling, so that a questionnaire was prepared. 399 questionnaires were collected. The reliability of the questionnaire was evaluated by calculating Cronbach's alpha coefficient, which was 0/762. The data were also measured by structural equation modeling and Smart - PLS software. The results showed that the image of the urban destination plays a role on the motivation, satisfaction and experience of tourists in urban areas and the effect of urban tourists motivation on tourists' satisfaction and loyalty from tourist areas has been shown and also, the role of tourism experience in urban areas on the satisfaction and loyalty of tourists from tourist areas has been expressed. Finally, the effect of urban tourist satisfaction on tourist loyalty from tourist areas was confirmed.

References:

. Afshardoost, M., & Eshaghi, M.S. (2020). Destination image and tourist behavioural intentions: A meta-analysis. Tour. Manag, 81, 104154.

2. Agyeiwaah, E., Otoo, F.E., Suntikul,W., & Huang,W.J. (2019). Understanding culinary tourist motivation, experience, satisfaction, and loyalty using a structural approach. J. Travel Tour. Mark, 36, 295–313.


3. Albayrak, T., & Caber, M. (2018). Examining the relationship between tourist motivation and satisfaction by two competing methods. Tour. Manag, 69, 201–213.


4. Almeida-Santana, A., & Moreno-Gil, S. (2018). Understanding tourism loyalty: Horizontal vs. destination loyalty. Tourism Management, 65, 245–255.


5. Andreas & Tunjungsari, H. K. (2019). The Influence of Destination Image And Perceived Value On The Loyalty Of Travelers Through Tourist Satisfaction. Journal of Managerial and Entrepreneurship, 1(1).


6. Asmelash, A.G. & Kumar, S. (2020). Tourist satisfaction-loyalty Nexus in Tigrai, Ethiopia: Implication for sustainable tourism development. Cogent Business & Management, 7, 1, 1836750.


7. Bahari, Jafar., Mohammadi, Samira., Bahari, Shahla., & Bahari, Hamed. (2020). The effect of destination image on destination personality and tourists' satisfaction (case study of domestic tourists in Tabriz). Journal of Geography and Environmental Studies, Volume 9, Number 36, 69-82.


8. Carvalho, F.L., Sequeira, B.D., Wikesjö, M., Ramos, C.M. (2020). The Unfolding Theories on Destination Image, 1990–2020: A Content Analysis Approach. In Handbook of Research on Resident and Tourist Perspectives on Travel Destinations, IGI Global: Hershey, PA, USA, 313–338.


9. Chandralal, L., & Valenzuela, F.R. (2015). Memorable Tourism Experiences: Scale Development. Contemp. Manag. Res, 11, 291–310.


10. Chia, S.K.S., Lo, M.C., Razak, Z.B., Wang, Y.C., & Mohamad, A.A. (2021). Impact of Destination Image on Tourist Satisfaction: The Moderating Effect of Information Technology. Geo Journal of Tourism and Geosites, 34(1), 88–93.


11. Chenini, A., & Touaiti, M. (2018). Building Destination Loyalty Using Tourist Satisfaction and Destination Image: A Holistic Conceptual Framework. Journal of Tourism, Heritage & Services Marketing, 4(2), 37-43.


12. Choi, H., & Choi, H.C.(2019). Investigating tourists’ fun-eliciting process toward tourism destination sites: An application of cognitive appraisal theory. J. Travel Res, 58, 732–744.


13. Farahani, Banafsheh., Bahari, Jafar., Bahari, Shahla., & Bazleh, Marjan. (2018). Investigating the factors affecting tourists' loyalty to tourism destinations (a case study of foreign tourists traveling to Tabriz). Journal of Geography and Planning, Year 22, No. 64, 19-33.


14. Hall, M.C. & Williams, A. (2019). Tourism and Innovation. New York, Routledge.


15. Hasan, M.K., Abdullah, S.K., Lew, T.Y., & Islam, M.F. (2019). Determining factors of tourists’ loyalty to beach tourism destinations: A structural model. Asia Pac. J. Mark. Logist, 32, 169–187.


16. Hermawan, H., Wijayanti, A., & Nugroho, D.S. (2019). Loyalty on ecotourism analysed using the factors of tourist attraction, safety, and amenities, with satisfaction as an intervening variable. African Journal of Hospitality, Tourism and Leisure, 8(5), 1–19.


17. Heydari Chianeh, Rahim., & Ahmadian, Mehdi. (2019). Analysis of structural relations of destination image, loyalty and satisfaction of tourists in Tabriz metropolis. Urban Tourism Quarterly, Volume 6, Number 4, 157-174.


18. Hung, V.V., Dey, S.K., Vaculcikova, Z., & Anh, L.T.H. (2021). The Influence of Tourists’ Experience on Destination Loyalty: A Case Study of Hue City, Vietnam. Sustainability, 13, 1-16.


19. Javed, M., Tučková, Z., & Jibril, A.B. (2020). An Empirical Analysis of Tourist Satisfaction: A Case-Study of ZLIN-ZOO in the CZECH REPUBLIC. Geo Journal of Tourism and Geosites, 30, 852–860.


20. Kanwel, S., Lingqiang, Z., Asif, M., Hwang, J., Hussain, A., & Jameel, A. (2019). The Influence of Destination Image on Tourist Loyalty and Intention to Visit: Testing a Multiple Mediation Approach. Sustainability, 11, 1-19.


21. Khan, M.A.A., & Hashim, H. (2020). Tourist Satisfaction Index for Tourism Destination, Integrating Social Media Engagement into the European Customer Satisfaction Index. A Conceptual Paper. International Journal of Academic Research in Business and Social Sciences, 10(9), 72-90.


22. Kiani Feizabadi, Zohreh. (2018). Factors Affecting Loyalty to Tourism Destination with the Mediating Role of Tourist Satisfaction (Case Study of Kashan). Scientific Quarterly of Urban Tourism, Volume 5, Number 4, 105-120.


23. Kislali, H., Kavaratzis, M., & Saren, M. (2019). Destination image formation: Towards a holistic approach. International Journal of Tourism Research, 22, 2.


24. Koens, K., Postma, A., & Papp, B.(2018). Is overtourism overused? Understanding the impact of tourism in a city context. Sustainability, 10, 4384.


25. Kraftchick, J.F., Byrd, E.T., Canziani, B., & Gladwell, N.J. (2014). Understanding beer tourist motivation. Tour. Manag. Perspect, 12, 41–47.


26. Kumar, V. (2016). Examining the role of destination personality and self-congruity in predicting tourist behavior. Tour. Manag. Perspect, 20, 217–227.


27. Kushwah, R.S., & Chaturvedi, P. (2019). Resident's perceived economic benefits of heritage tourism and support for tourism development: A case of Khajuraho. In Proceedings of 10th International Conference on Digital Strategies for Organizational Success, 1514-1525, Gwalior: Prestige Institute of Management.


28. Lee, C-J., Ko, C.H., Huang, Y.C., Tsai, Y.H., & Keng, S. (2020). Effects of Tourism Experience for Job Involvement and Well-Being. Advances in Economics and Business, 8(3), 145-153.


29. Lee, T.H. (2009). A Structural Model to Examine How Destination Image, Attitude, and Motivation Affect the Future Behavior of Tourists. Leis. Sci, 31, 215–236.


30. Leo, G., Brien, A., Astor, Y., Najib, M., Rafdinal, W., Suhartanto, D., & Novianti, S. (2020). Attraction loyalty, destination loyalty, and motivation: Agritourist perspective. Current Issues in Tourism, 1–13.


31. Lin, Y.H., Lee, Y.C., & Wang, S.C. (2012). Analysis of motivation, travel risk, and travel satisfaction of Taiwan undergraduates on work and travel overseas programmes: Developing measurement scales. Tour. Manag. Perspect, 2, 3, 35–46.


32. Luo, Y., & Deng, J. (2008). The New Environmental Paradigm and nature-based tourism motivation. J. Travel Res, 46, 392–402.


33. Meng, F., Tepanon, Y., & Uysal, M. (2008). Measuring tourist satisfaction by attribute and motivation: The case of a nature-based resort. Journal of Vacation Marketing, 14(1), 41–56.


34. Namberger, P., Jackisch, S., Schmude, J., & Karl, M. (2019). Overcrowding, overtourism and local level disturbance: How much can Munich handle?. Tour. Plan. Dev, 16, 452–472.


35. Nasir, M.N.M., Mohamad, M., Ghani, N.I.A., & Afthanorhan, A. (2020). Testing mediation roles of place attachment and tourist satisfaction on destination attractiveness and destination loyalty relationship using phantom approach. Management Science Letters, 10(2), 443–454.


36. Nikkhah, Farnaz., Kiani Feyzabadi, Zohreh., & Najarzadeh, Mohammad. (2021). The effect of tourism experience on memories, satisfaction and behavioral intentions of tourists (Case study of Shiraz). Journal of Urban Tourism, Volume 8, Number 1, 83-97.


37. Park, E., Choi, B.K., & Lee, T.J. (2019). The role and dimensions of authenticity in heritage tourism. Tour. Manag, 74, 99–109.


38. Raja'i Musta'li Biglou, Saeed., Nematzadeh, Elhameh., & Qasemi, Muslim. (2021). Indicators of satisfaction and loyalty to the city of Sarein in terms of attractions. Geographical Quarterly of Tourism Space, Volume 10, Number 38, 103-120.


39. Rather, R.A. (2020). Customer experience and engagement in tourism destinations: The experiential marketing perspective. Journal of Travel & Tourism Marketing, 37(1), 15-32.


40. Rettie, K. (2013). A Culture of Conservation: Shaping the Human Element in National Parks. James G. Carrier & Paige West (Ed.). Virtualism, Governance and Practice: Vision and Execution in Environmental Conservation (p. 66-83). USA, Berghahn Books.


41. Rini, E.S., Sembiring, B.K.F., & Absah, Y. (2021). Effect of experimental quality and experimental satisfaction on revisit intention in Lake Toba. Holistica Journal of Business and public Administration, 12, 1, 41-48.


42. Saffari, Marjan., Nowruzi Seyed Hosseini, Rasool., & Shouri, Farhad. (2019). Modeling the structural relationships of the image of destination, attitude, motivation and satisfaction on the future behavior of sports tourists. Contemporary Research in Sports Management, Volume 9, Number 17, 121-137.


43. Setiawan, H. (2018). Does Destination Image and Perceived Destination Quality Influence Tourist Satisfaction and Word of Mouth of Culinary Tourism. SEABC 2018 4th Sriwijaya Economics, Accounting, and Business Conference, 20-28.


44. Scott, N., Laws, E., & Boksberger, P. (2010). The Marketing of Hospitality and Leisure Experiences. Noel Scott, Eric Laws, Philipp Boksberger (Ed.). Marketing of Tourism Experiences (p. 1-12). Oxon: Routledge.


45. Shahbazi Shiran, Habib., & Esmi, Roya. (2020). The effect of destination image and satisfaction on the loyalty of heritage tourists Presenting a conceptual model (studied by Sheikh Safiuddin Ardabili World Collection). Bi-Quarterly Journal of Social Tourism Studies, Volume 8, Number 16, 243-266.


46. Shi, Y.X., Bao, X.X., Hu, R.N. & Ma, C.H. (2019) The Effects of Local Residents’ Emotional Labor on Tourists’ Satisfaction- The Mediating Role of Tourism Experience. Journal of Service Science and Management, 12, 790-801.


47. Siregar, Z.M.E., Syahputra, R., & Nasution, S.L. (2020). Pengaruh Keadilan Organisasional terhadap Komitmen Organisasi dengan Mediasi Kepuasan Kerja. Journal Sosial Humaniora Dan Pendidikan, 4(2), 82–92.


48. Soleimani, A.G., & Einolahzadeh, H. (2018). The influence of service quality on revisit intention: The mediating role of WOM and satisfaction (Case study: Guilan travel agencies). Cogent Social Sciences, 4(1), 1-14.


49. Suhartanto, D., Brien, A., Primiana, I., Wibisono, N., & Triyuni, N.N. (2019). Tourist loyalty in creative tourism: The role of experience quality, value, satisfaction, and motivation. Curr. Issues Tour, 23, 867–879.


50. Suhartanto, D., Dean, D., Wibisono, N., Astor, Y., Muflih, M., Kartikasari, A., Sutrisno, R., & Hardiyanto, N. (2021). Tourist experience in Halal tourism: What leads to loyalty? Curr. Issues Tour, 24, 1976–1990.

51.Suhud, U. & Willson, G. (2018). The image of India as a travel destination and the attitude of viewers towards Indian TV dramas. African Journal of Hospitality, Tourism and Leisure, 7(3).

52.Szubert, M., Warcholik, W., & Z˙emła, M. (2021). The Influence of Elements of Cultural Heritage on the Image of Destinations, Using Four Polish Cities as an Example. Land, 10, 671.

53.Szubert, M., & Z˙emła,M. (2019). The Role of the Geographical Textbooks in Grounding Negative Stereotypes of a TourismDestination- The Case of Upper Silesian Conurbation in Poland. Adm. Sci, 9, 42.

54.Tang, W.Y., Zhang, T.F. & Gong, J.J. (2018). Progress and Implications of the Tourism Experience Research from Home and Abroad. Resource Development and Market, 34, 11, 1571-1576.

55.Trimurti, C.P., & Utama, I.G.B.R. (2021). Bali Tourism Destination Structural Loyalty Model from Consumer Behavior Perspective. Turkish Journal of Computer and Mathematics Education, 12, 4, 494-505.

56.Trimurti, C.P., & Utama, I.G.B.R. (2020). The Examination Bali Destination Marketing Chain Model Based On Tourist Motivation. International Journal Of Scientific & Technology Research Volume, 9, 4491-4495.

57.Tse, S., & Tung, V.W.S. (2021). Measuring the Valence and Intensity of Residents’ Behaviors in Host–Tourist Interactions: Implications for Destination Image and Destination Competitiveness. J. Travel Res, 1-16.

58.Tsai, L.M., & Sakulsinlapakorn, K. (2016). Exploring Tourists’ Push and Pull Travel Motivations to Participate in Songkran Festival in Thailand as a Tourist Destination: A Case of Taiwanese Visitors. J. Tour. Hosp. Manag, 4, 183-197.

59.Ukpabi, D.C., & Karjaluoto, H. (2018). What drives travelers’ adoption of user-generated content? A literature review. Tourism Management Perspectives, 251-273.

60.Vinyals-Mirabent, S. (2019). European urban destinations’ attractors at the frontier between competitiveness and a unique destination image. A benchmark study of communication practices. J. Destin. Mark. Manag, 12, 37-45.

61.Wang, T.L., Vinh, T., & Tran, P.T.K. (2017). Destination perceived quality, tourist satisfaction and word-of-mouth. Tourism. Tourism Review, 45(2), 227-241.

62.World Tourism Organization. (2018). Why tourism?. Retrieved on 2 October 2018 from http://www2.unwto.org/content/ why-tourism

63.Woyo, E., & Slabbert, E. (2020). Unpacking the motivations, satisfaction and loyalty of tourists travelling to a distressed destination. Anatolia, 1-13.

64.Yao, Y. (2019). Assessing Tourist Experience Satisfaction with a Heritage Destination. Open Access Theses. 2019. Available online: https://docs.lib.purdue.edu/open_access_theses/107 (accessed on 9 April 2021).

65.Yi, X., Lin, V.S., Jin, W., & Luo, Q. (2017). The authenticity of heritage sites, tourists’ quest for existential authenticity, and destination loyalty. J. Travel Res, 56, 1032-1048.

66.Zhalla, F.H., & Uma S.G. (2019). Analyzing the Main Marketing Strategies Leading to Customer Satisfaction. International Journal of Supply Chain Management (IJSCM), 8, 1, 113-123.

67.Zhang, T., Chen, J., & Hu, B. (2019). Authenticity, Quality, and Loyalty: Local Food and Sustainable Tourism Experience. Sustainability, 11, 3437.

68.Zhang, T., Yin, P., & Peng, Y. (2021). Effect of Commercialization on Tourists’ Perceived Authenticity and Satisfaction in the Cultural Heritage Tourism Context: Case Study of Langzhong Ancient City. Sustainability, 13, 6847.