Effect of Destination Image on Domestic Travelers' Satisfaction of Mandalay City
DOI:
https://doi.org/10.47747/jbm.v1i4.1682Keywords:
Natural Environment, Cultural Environment, Social Environment, Infrastructure, Domestic Travelers' SatisfactionAbstract
This study analyzed the effect of destination image on domestic travelers’ satisfaction of Mandalay City. Two objectives were intended for this study. The first objective was to determine the domestic travelers’ perceptions on destination image of Mandalay City. The second objective was to analyze the effect of destination image on domestic travelers’ satisfaction of Mandalay City. In this study, destination image was measured by four dimensions: namely natural environment, cultural environment, social environment, and infrastructure. To attain these objectives, both primary and secondary data were utilized, and the data was gathered from travelers who have visited Mandalay City in the last two years. Convenience sampling was used to collect data for the application from a total of 385 travelers. The findings of this study showed that most domestic travelers’ perception of Mandalay City is based on its cultural environment. In addition, two dimensions of destination image, namely, cultural environment and infrastructure have significant positive effects on domestic travelers’ satisfaction. Therefore, in order to satisfy travelers, the authority should maintain and develop various traditional architecture and cultural heritage atmosphere and the local community and stakeholders should also maintain and develop good quality infrastructure such as quality road and public transport systems.
References
References:
Abdellatif, T., Ksouri, R., & Storai, C. (2015). The Importance of the Image of a Destination in the Choice and Intention of Revisiting: the Case of Island of Djerba. Available at SSRN 2562044.
Birdir, S. S., Dalgic, A., & Birdir, K. (2018). Destination marketing and destination image. In The Routledge handbook of destination marketing (pp. 71-81). Routledge.
Bramwell, B. (1998). User satisfaction and product development in urban tourism. Tourism management, 19(1), 35-47.
Cavlak, N., & Cop, R. (2019). Perceived destination image: The case of Gallipoli. In Strategic perspectives in destination marketing (pp. 240-267). IGI Global.
Cetinsoz, B. C. (2017). The impact of destination image and the intention to Revisit: A study Regarding Arab Tourists. European Scientific Journal, 13(5), 82-98.
Coban, S. (2012). The effects of the ımage of destination on tourist satisfaction and loyalty: the case of Cappadocia.
Connell, D., Page, P., Wright, W., & Hoy, G. (2001). Magnetic resonance imaging of the wrist ligaments. Australasian radiology, 45(4), 411-422.
Devesa, M., Laguna, M., & Palacios, A. (2010). The role of motivation in visitor satisfaction: Empirical evidence in rural tourism. Tourism management, 31(4), 547-552.
Dwyer, L., Forsyth, P., & Dwyer, W. (2020). Tourism economics and policy (Vol. 5). Channel View Publications.
Hakim, D. H., & Mulia, D. (2019). The effect of tourism attractiveness, travel motivation, e-WOM on visit decision and satisfaction. International Journal of Business and Management Invention (IJBMI), 8(09), 23-29.
Horváth, Z. (2013). Cultural value perception in the memorable tourism experience. In The Routledge handbook of cultural tourism (pp. 396-403). Routledge.
Hsu, C., Killion, G., Brown, G., Gross, M., & Huang, S. (2008). Tourism marketing: an Asia-Pacific perspective. CQUniversity.
Hunt, J. D. (1971). Image--A Factor in Tourism. Colorado State University.
Iordanova, E., & Stylidis, D. (2019). International and domestic tourists’“a priori” and “in situ” image differences and the impact of direct destination experience on destination image: the case of Linz, Austria. Current Issues in Tourism, 22(8), 982-1005.
Kozak, M., Crotts, J. C., & Law, R. (2007). The impact of the perception of risk on international travellers. International Journal of Tourism Research, 9(4), 233-242.
Melo, H. M. P., Moniz, A. I. A., & Silva, F. (2017). Tourist destination image and consumer behaviour: The case of the Azores. CEEAplA-A-Working Paper Series, 1-9.
Parasakul, L. (2012). Tourist behavior. Bangkok: Chulalongkorn University.
Qu, H., Kim, L. H., & Im, H. H. (2011). A model of destination branding: Integrating the concepts of the branding and destination image. Tourism management, 32(3), 465-476.
San Martín, H., & Del Bosque, I. A. R. (2008). Exploring the cognitive–affective nature of destination image and the role of psychological factors in its formation. Tourism management, 29(2), 263-277.
Sangla-or, C., & Kornpetprani, S. (2015). A causal relations model of destination loyalty in the Eastern Region for the Thai Tourists. Research Methodology and Cognitive Science, 12(2), 23-33.
Sonnleitner, K. (2011). Destination image and its effects on tourism marketing and branding: a case study about the Austrian National Tourist Office-with a special focus on the market Sweden.
Tang, H., Wang, R., Jin, X., & Zhang, Z. (2022). The Effects of Motivation, Destination Image and Satisfaction on Rural Tourism Tourists’ Willingness to Revisit. Sustainability, 14(19), 11938.
Thiumsak, T., & Ruangkanjanases, A. (2016). Factors influencing international visitors to revisit Bangkok, Thailand. Journal of Economics, Business and Management, 4(3), 220-230.
Thuta. (2022, September 18). Reopening Myanmar's Tourism. Retrieved from https://www.mylocalpassion.com/posts/reopening-myanmars-tourism: https://www.mylocalpassion.com
UNWTO. (2010, March 30). Definition of Tourism. Retrieved from https://www.tugberkugurlu.com/archive/definintion-of-tourism-unwto-definition-of-tourism-what-is-tourism: https://www.tugberkugurlu.com
Xu, Y. (2019). The Effect of Travel Motivation, Perceived Risk and Destination Image on Tourist Satisfaction-A Case Study of Chinese Tourists Having Revisit Intention in Bangkok, Thailand (Doctoral dissertation, MS thesis for MBA., Bangkok University of the Thai Chamber of Commerce).
Yoon, Y., & Uysal, M. (2005). An examination of the effects of motivation and satisfaction on destination loyalty: a structural model. Tourism management, 26(1), 45-56.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Htin Kyaw Lim
This work is licensed under a Creative Commons Attribution 4.0 International License.
Copyright for this article is retained by the author(s), with first publication rights granted to the journal.
This is an open-access article distributed under the terms and conditions of the Creative Commons Attribution license (http://creativecommons.org/licenses/by/4.0/)
