Destination perceived quality, tourist satisfaction and word-of-mouth

Abstract

Purpose This paper aims to examine the effects of gender and visit frequency as moderating variables on the relationships among destination perceived quality, tourist satisfaction and word-of-mouth (WOM). Design/methodology/approach This study incorporated several previous research models to propose a conceptual model that fully explains the relationships among destination perceived quality, tourist satisfaction, visit frequency and WOM. One important thing to consider is whether gender and visit frequency impact on the relationships among these factors. In addition, this study was able to generate measurement items for the dimensions by analyzing specific tourism conditions in Danang City and referring to the scales of these factors in previous studies. Quantitative research was conducted to test the scales of the research model and hypotheses through data collected from 303 domestic tourists. Findings Structural equation modeling and a multi-group analysis were used to test the hypotheses and the invariance of structural coefficients across groups. The results indicate that destination perceived quality has significant, positive and direct effect on tourist satisfaction; WOM is positively influenced by destination perceived quality and tourist satisfaction; and there is significant relationship between visit frequency and WOM. In particular, when exploring the impact of moderating variables such as gender and visit frequency, this study also found that the impacts of destination perceived quality on WOM are different between genders, and this impact is stronger for female rather than male tourists; and the effect of destination perceived quality on tourist satisfaction is stronger for the first visit than for later visits. Research limitations/implications This paper is limited in its ability to gather a larger sample to more generally represent the complete domestic market, as well as in its lack of a comparison of online versus offline WOM effects by gender. Originality/value This paper was conducted to have a better understanding of how tourist demographic characteristics such as gender and visit frequency are important contributors that influence the relationships among these three factors. This paper has important implications for marketers and managers of Danang, such as local tourism authorities, commercial association managers, hotel owners, restaurant owners and tour managers working to improve the quality of this destination, and thus better satisfying tourists and competing with other destinations.

Sustainable Development of Rural Tourism in An Giang Province, Vietnam

“…In the tourism industry, tourist satisfaction is the emotional comparison of practical experience against the anticipation of a tourism destination [36][37][38]. Chen and Tsai [39] defined tourist's satisfaction in a trip as a measure of the overall enjoyment or contentment perceived from the actual experience in the fulfillment of the tourist's desires, anticipations and needs.…”

The Effect of Destination Perceived Quality, Perceived Value on Tourist Words of Mouth with Satisfaction as an Intervening Variable A Study in Mifan Waterpark and Resort, Padang Panjang City

“…In the tourism sector, tourist satisfaction plays an important role in increasing revisit intention and positif word of mouth. "The level of tourist's satisfaction is evaluated by the difference between the present and past experiences of a tourist, as well as a comparison between current travel destinations with other alternative destinations or places visited in the past" ( Yooshik and Muzaffer at Wang, 2017).…”

“…Due to the nature of service is intangible product, it is often difficult to customers in measuring and make the decision to use service for the first time. "Usually, customer try to search advice, recommend from others and WOM is considered as one of the most used as the best cues" (Darby and Karni at Wang, 2017). After visited a destination, consumer usually has experience, they can measure how their destination can create benefit for their self nor give bad experience and negative judgement.…”

“…Tourist's satisfaction to the destination can create effort to revisit and tell about their experiences to their friends. in the form of WOM, Alegre and Juaneda; Kozak and Rimmington; Yoon and Uysal at Wang (2017). In contrast, if they are not satisfy, they may neither return to the same destination nor recommend it to others.…”

Authenticity Perception in Local Product Shopping Intentions: An Empirical Study of Hand Drawn and Stamped Batik

“…In this situation, since the total cost is expensive and the risk is big, thus tourists prefer to have opinion or suggestions from someone who already have the real experiences. Wang, et al,(2017) explain that WOM is "an informal, person-to-person communication between a perceived non-commercial communicator and a receiver regarding a brand, a product, and organization, or a service". WOM is also define as sharing experiences to others, where communication developed may influence someone for buying decision (Virvilaite, et al, 2015).…”