Measuring How Destination Image and Perceive Value Affect Customers’ Satisfaction for Ecotourism

Abstract

This study purpose is to determine the effect of destination image and perceived value on the satisfaction’s level of the tourists who visit ecotourism attractions. There are two studies conducted in this research, the first is to validate the effect of destination image to the customers' satisfaction level and also to see the dominant effect of each indicator from the destination image to Customer Satisfaction level. Subsequent study validates the effect of Perceived Value on the customers' satisfaction level as well as to see the dominant indicator of Perceived Value on the customers' satisfaction levels. The study population is the foreign tourists who visited Taman Ayun Pura Mengwi Badung tourist object of Bali. The samples size is set at 65 people. Respondents were selected based on convenience sampling technique from the tourists who already know that Taman Ayun Temple is an ecotourism attraction and received appreciation as world cultural heritage. The data is processed and analysed using SEM through PLS software. The results show that Destination Image and Perceived Value have a positive and significant effect on the Customers' Satisfaction. Perceived Value has a higher correlation coefficient value when it is compared to the Destination Image on the Customers' Satisfaction. This indicates that the managers of tourist object and travel should pay attention on the price paid by the tourists with acceptable or perceived benefits. Other indicators in Perceived Value that should be the evaluation's material is Functional Value and Emotional Value. This indicates that tourists who visit the tourist object pay attention to the service standard received and the pleasure feelings they obtained when they are traveling can increase the tourists' satisfaction.

The perceived value in ecotourism related to satisfaction and loyalty: A study from Costa Rica

“…Regarding the perceived value and its relation to general satisfaction, our results have found that all the dimensions of the perceived value were significantly and positively related to general satisfaction. Similar results were found in other studies (Carvache-Franco et al, 2019;Jaya, 2018;Lee et al, 2007;Lee et al, 2010;Peña et al, 2012;Sun et al, 2013), which indicates that all dimensions of perceived value are related to overall satisfaction.…”

“…In another study, Kim and Thapa (2018) established the emotional and social dimensions in satisfaction, similar to our second motivation, "emotional value." Also, for Jaya (2018), the perceived values that should be the material of the evaluation were the functional and the emotional values, comparable to our economic-functional and emotional results. For Carvache-Franco et al (2019), functional and emotional values were linked to satisfaction and loyalty, results that are closely related to ours (economic-functional and emotional values).…”

“…But as seen in this research, the economic and functional value can be merged into a single dimension called "economic and functional" value. Regarding the relationship of perceived value with general satisfaction, the findings show that all dimensions of perceived value are related to general satisfaction, as previous studies have also shown (Carvache-Franco et al, 2019;Jaya, 2018;Lee et al, 2007;Lee et al, 2010;Peña et al, 2012;Sun et al, 2013). The main perceived values that are related to overall satisfaction are "functional-economic value" and "emotional value," closely related to the results reported in other studies (Kim and Park, 2017;Kim and Thapa, 2018;Jaya, 2018;Carvache-Franco et al, 2019).…”

“…Table 5 shows the results. As presented in Table 5, all dimensions of perceived value were significantly and positively related to overall satisfaction, so there is a significant relationship between perceived value and overall satisfaction, coinciding with several studies (Carvache-Franco et al, 2019;Jaya, 2018;Lee et al, 2007;Lee et al, 2010;Peña et al, 2012;Sun et al, 2013). The economic and functional dimension was the one most related to overall satisfaction, so prices and the quality of services should improve to increase the satisfaction of tourists in these destinations.…”

“…In another study in Bali, Jaya (2018) identified that the destination image and the perceived value have a positive and significant effect on customer satisfaction. The perceived value has a higher correlation coefficient value when compared to the target image in customer satisfaction.…”