International tourists' perceptions of Myanmar as a tourist destination in the crisis: A comparative study among three continents

Abstract

Myanmar has emerged as a popular tourist destination following its recent political transformation, with the Travel and Tourism sector contributing significantly to the country's GDP. However, the outbreak of the COVID‐19 pandemic posed numerous challenges for the global tourism industry and Myanmar, including travel restrictions, border closures, and health concerns. This study examines the levels of satisfaction and inconvenience experienced by tourists from Asia, Europe, and America who visited Myanmar during the early stages of the pandemic. A sample of 202 tourists was collected from Yangon and Myeik, two prominent tourist destinations in Myanmar. Various statistical tests were employed to analyze international tourists' perceptions of Myanmar tourism. The findings revealed that tourists from all three regions expressed satisfaction with the natural scenery, historical sites and architectural design, and traditional costumes offered by Myanmar. The implications of the study are discussed.

Memorable tourism experience of heritage-local food on tourist behavior: Mediating role of destination image and satisfaction

“…Consumer satisfaction stimulates word-of-mouth intentions and repeat purchases (Sharma & Nayak, 2019). Tourist behavior is closely linked to satisfaction, with studies showing a positive relationship between tourist satisfaction and destination loyalty (Kang et al, 2024;Muntean et al, 2023). Satisfaction positively influences tourists to revisit and recommend attractions to others (Roux, 2020).…”