MONGOLIAN DOMESTIC TOURISTS’ MOTIVATION AND REVISIT INTENTION: MEDIATING EFFECT OF PERCEIVED BENEFIT AND PERCEIVED VALUE

Journal Title: Central European Journal of Geography and Sustainable Development - Year 2021, Vol 3, Issue 1

Abstract

An understanding of domestic tourists’ motivation and its relationship between perceived value and revisit intention is important for prediction of future travel demand. This study aims to examine domestic tourists’ motivation on revisit intention mediated by perceived benefits and perceived values. The quantitative data was collected through self-administered questionnaires from domestic tourists who travelled in Mongolia in the summer of 2019. An effect of domestic tourists’ travel motivation on revisit intentions; and the mediating effect of perceived benefit and perceived value were analyzed through factor analysis, regression analysis to test the proposed research hypotheses. The research result indicates that the mean ranking of the constructs of travel motivations for Mongolian domestic tourists were escape from daily life, relaxation, sightseeing, affordability of services, seeking variety, and culture were the top reasons to travel to the local destinations. The research findings contribute to the notion of domestic tourists’ travel motivation, its relationship between perceived benefit, perceived value of their trip on their willingness to return and recommendations to others. Furthermore, the research result could be beneficial for destination planners and tourism practitioners to enhance destination attributes and launch a variety of products, services, affordable pricing and accessible environment. Overall, the result provides background for an appropriate and effective marketing strategy to develop domestic tourism in Mongolia; and increase the competitiveness of the destinations with higher length of stay and more tourist spending.

Authors and Affiliations

Oyunchimeg Luvsandavaajav, Gantuya Narantuya

Keywords

FACTORS FOR (UN) SUSTAINABLE TOURISM DEVELOPMENT

The issue of sustainable tourism development is discussed in numerous academic publications and official documents. Nevertheless practical implications of this concept are very rare in tourist destinations in Bulgaria....

POSSIBLE WAYS OF RENEWAL IN A TOURISTIC DESTINATION: A CASE FOR INTEGRATED DESTINATION DEVELOPMENT IN HUNGARY. THE CASE OF ORFŰ

The paper demonstrates the complex issue of the life cycle and renewal of destinations by the example of a destination in Hungary. These days, due to the ever increasing competition among destinations both in domestic...

THE EXCESSIVE HEATINGS IN THE ROMANIAN PLAIN

The paper study the extremely hot days, with temperature ≥35°C, on the basis of daily data of the maximum air temperature in the Romanian Plain - one of the territories in Romania with the highest excessive heatings. T...

VISUALIZATION OF THE GEOPHYSICAL SETTINGS IN THE PHILIPPINE SEA MARGINS BY MEANS OF GMT AND ISC DATA

The presented research aimed to perform geophysical modelling (gravity and geoid) and to evaluate the spatio-temporal variation of the marine geological data (distribution and depth of earthquakes) using combination of...

BOOK REVIEW: REPRESENTING PLACE AND TERRITORIAL IDENTITIES IN EUROPE. Discourses, Images and Practices. TIZIANA BANINI, OANA-RAMONA ILOVAN, Springer Nature, Cham, Switzerland, 2021, 265 pp. ISBN 978-3-030-66765-8

Interdisciplinary bridging place-identity discourses with territorial images and social practices, the current volume tackles a critical approach focusing on Europe and its internal cultural borders as well as the k...