Document Type : Research Paper
Authors
Abstract
The perception of visitors' behavioral intentions is of great importance
for destination managers and marketers. The present study is about to
study the effective factors on visitors behavioral intentions in tourist
destinations,which examines the effect of destination
attributes ,perceived quality of destination offerings, perceived value
and satisfaction on behavioral intentions. The sample of the current
study considersall the visitors of Torghabe tourist destination in
Mashhad city in the summer of 2011 and chooses 494 visitors
randomly. The research questionnaire was developed by the
researcher after confirming the validity and reliability of data and then
followed by their distribution; finally data collection was done
through structural equation modeling and analyzed in LIZREL
software.the results shows destination attributes have direct positive
effect on perceived quality of destination offerings; and on the other
hand, perceived value and satisfaction are under direct effect of
perceived value. Furthermore, the positive direct effect of perceived
value and satisfaction on behavioral intentions was confirmed. The
results also indicated that visitors perceived value of destination
offerings has an indirect effect on behavioral intentions through
mediating variables of satisfaction and perceived value.
Keywords
ایمانی خوشخو، محمدحسین، ایوبی یزدی، حمید) 6569 (، عوامل مؤثر بر ارزش ویژه برند در
655- مقصد گردشگری شهر یزد، فصلنامه مطالعات گردشگری، شماره 65 ، ص: 665
حسینی هاشم زاده، داوود. بررسی عوامل مؤثر بر رضایت مندی مشتریان بانک صنعت و معدن.
.66- نشریه مدیریت بازرگانی، دوره 6 شماره 6، بهار و تابستان 6566 ،صص 25
در بهبود ابعاد کیفیت خدمات و افزایش سطح رضایت QFD خان زاده، نادر. بکارگیری مدل
66 آذرماه - مندی مشتریان بانک . ی اولین کنفرانس بین المللی بازاریابی خدمات بانکی، تهران 66
.6566
کیانی، زهره، ) 6565 (، برند مقصد گردشگری و نقش آن در وحدت ذی نفعان صنعت گردشگر ، ی
. مجموعه مقالات سمینار تغییرات محیطی، توسعه گردشگری و کاهش فقر، مهرماه 6565
AL-AZZAM,A., SALLEH,S.,(2012) THE DIRECT EFFECT OF PREDICTOR
VARIABLES ON DESTINATION BRAND LOYALTY IN JORDAN, 3RD
INTERNATIONAL CONFERENCE ON BUSINESS AND ECONOMIC
RESEARCH ( 3RD ICBER 2012 ) PROCEEDING 12 - 13 MARCH 2012.
GOLDEN FLOWER HOTEL, BANDUNG, INDONESIA.1451-1467
Alexandris, k. (2006).increasing customers’ loyalty n a skiing resort.
International journal of contemporary hospitality management, 18 (5), 414-425.
Baker, D. A., & Crompton, J. L. (2000). Quality, satisfaction and behavioral
intentions. Annals of Tourism Research, 27(3), 785–804.
Chen, Ch.F., Chen, F.sh. (2010).experience quality, perceived value,
satisfaction and behavioral intentions for heritage tourists. Tourism
management, 31.29-35
Chen,C-F., Tsai, D.(2007). How destination image and evaluative factors affect
behavioral intentions? Tourism Management 28 (4), 1115–1122.
Cronin. J., Brady. M., & Hult.G.T. (2000).Assessing the effects of quality, value
and customer satisfaction on consumer behavioral intentions in service
environment. Journal of Retailing, 76(2), 193_218.
Cooper, C., Fletcher, J., Gilbert, D., & Wanhill, S. (1993). In Tourism:
Principles and practice. Harlow: Longman Scientific & Technical.
Duman, T. (2002). A model of perceived value for leisure travel products.
Unpublished doctoral dissertation ,Pennsylvania State University
Destadli.J, Jacobsen.Kr.s.(2011).The long &winding roads : perceived quality
of scenic tourism routes. Tourism Management,32,780_789.
Grewal, D., Monroe, K. B.,& Krishnan, R.(1998).The effects of price
comparison advertising on buyers’ perception of acquisition value
,Transaction value, and behavioral intentions .Journal of Marketing, 62 (5),
46-59.
Hutchinson, J., Lai, F., and Wang.(2009).understanding the relationships of
quality, value, equity, satisfaction, and behavioral intentions among golf
travelers. Tourism management 30.298-308.
James F, P. (2002), development of a multidimensional scale for measuring the
perceived value of a service. Journal of Leisure Research, 34 (2 ),119-134.
Jankingthong,W., Gonejanart,P.(2012). The Relationships of Factors Affecting
Post-purchase Behavioral Intentions in Tourism Sector. Silpakorn University
Journal of Social Sciences, Humanities, and Arts, 12 (1), 72-90.
Kao, y. F. Huang, L-S., and Wu, C.-H.(2008).Effects of theatrical elements on
experiential quality and loyalty intentions for theme parks .Asia pacific Journal
of Tourism Research ,13(2),163-174.
Lai, W. T., Chen, Ch. F.(2011).behavioral intentions of public transit
passengers the role of service quality, perceived value, satisfaction and
involvement. Transport policy 18 .318-325.
Lai,W-H., Quang Vinh,N (2012). A Study of Analyzing the Selection of
Promotion Activities and Destination Attributes in Tourism Industry in Vietnam
From the Perspective of Tourism Industrial Service Network (TISN).
International Journal of Social and Human Sciences 6 2012,330-336
Lee, C-K., Yoon,Y-SH. &Lee,S-K.(2007). Investigating the relationships
among perceived value, satisfaction,and recommendations: The case of the
Korean DMZ. Tourism Management. 28 (1) ,204–214.
Lee; S. Y., Petrick, J. F ., & Crompton, J.(2007).The roles of quality &
intermediary constructs in determining festival attendees, behavioral intention
.Journal of Travel Research .45(4), 402_412
Lue, X., & Homburg, C. (2007).Neglected outcome of customer satisfaction.
Journal of Marketing ,71(2),133_149
Masoomeh, Moharrer. (2006).Electronic Satisfaction in Tourism Industry.
Master Thesis,Continuation Courses Marketing & e-commerce,Department of
Business Administration & Social Industrial Marketing & e-commerce,Lulea
University of Technology.
Mat Som, A., Badarneh, M.(2011). Tourist Satisfaction and Repeat Visitation;
Toward a New Comprehensive Model. International Journal of Human and
Social Sciences. 6(1), 38-45.
Mat Som, A., Marzuki, A., Yousefi, M. & AbuKhalifeh, A.(2010). Factors
Influencing Visitors’ Revisit Behavioral Intentions: A Case Study of Sabah,
Malaysia. International Journal of Marketing Studies, 4( 4), 39-50.
Meng,SH-M., Liang,G-SH & Yang,SH-H.(2011). The relationships of cruise
image, perceived value,satisfaction, and post-purchase behavioral intention on
Taiwanese tourists. African Journal of Business Management. 5(1), 19-29.
Noypayak, W. (2009).value Dimensions of Thailand as perceived by
U.K.Tourists.RU.INT.J.3 (1),141-154.
Otto, J. E., and Ritchie,J.R.B(1996).The Service Experience in Tourism
.Tourism Management,17(3),165-174.
Oliver, R. L. (1997). Satisfaction: A behavioral perspective of the consumer.
New York: Irvin / McGraw-Hill.
Parasuraman, A., & Grewal, D. (2000).Serving customers effectively in the
twenty-first century: conceptual framework and overview .Journal of the
Academy of Marketing science, 28(1), 9_16.
Petrick, J. F.(2002 ).Development of a Multi-Dimensional Scale for Measuring
Perceived Value of a Service. Journal of Leisure Research 34(2):119–136.
Petrick, J. F., S. J. Backman, and R. Bixler (1999). An Investigation of Selected
Factors Effect on Golfer Satisfaction and Perceived Value. Journal of Park and
Recreation Administration 17(1):40–59.
Rigatti-Luchini,S., C. Mason,M.(2010). AN EMPIRICAL ASSESSMENT OF
THE EFFECTS OF QUALITY, VALUE AND CUSTOMER SATISFACTION
ON CONSUMER BEHAVIORAL INTENTIONS IN FOOD EVENTS.
International Journal of Event Management Research. 5 (1),46-61.
Rittichainuwat Ngamsom, B., QU, H., &Brown, T. (2001). The image of
Thailand as an international travel destination. Cornell Hotel & Restaurant
Quarterly, 42(2), 82_95.
Spreng, R.A., &Snigh, A.K. (1993).An empirical assessment of the
SERVQUAL scale &the relationship between service quality and satisfaction:
Enhancing Knowledge Development in Marketing. Publisher: American
Marketing Association. 1-6.
Swarbrook, J. (2002). The development &management of visitor attractions,
(2nd).Oxford ,England:Botterworth-Heinemann
Sweeny, J.C., & Soutar, G.N. (2001).Consumer perceived value: The
development of a multiple item scale .Journal of Retaining, 77(2), 203_220
THI AI CAM,T.(2011). EXPLAINING TOURISTS SATISFACTION AND
INTENTION TO REVISIT NHA TRANG, VIET NAM. Master Thesis in
Fisheries and Aquaculture Management and Economics (30 ECTS), The
Norwegian College of Fishery Science University of Tromso, Norway & Nha
Trang University, Vietnam
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.
Williams, p., N. Soutar, Geoffrey. (2009). value, satisfaction and behavioral
intentions in an adventure tourism context .Annals of tourism research,
36(3).413_438.
Wue, h-ch.(2009), AN Empirical study 0of Behavioral Intentions in the Taiwan
Hotel Industry. Innovative Marketing, 5 (3), 30_50.
Zabkar, v.Brencic, M., and Dmitrovic, T. (2010).Modeling perceived quality,
visitor satisfaction and behavioral intentions at the destination level. Tourism
Management 31. 537-546.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral
consequences of service quality. Journal of Marketing, 60, 31–46.
Zhou,L.(2005).DESTINATION ATTRIBUTES THAT ATTRACT
INTERNATIONAL TOURISTS TO CAPE TOWN. A research project in partial
fulfillment of the requirements for the degree of MASTER OF COMMERCE,
Faculty of Economic and Management Sciences University of the Western
Cape.
655- مقصد گردشگری شهر یزد، فصلنامه مطالعات گردشگری، شماره 65 ، ص: 665
حسینی هاشم زاده، داوود. بررسی عوامل مؤثر بر رضایت مندی مشتریان بانک صنعت و معدن.
.66- نشریه مدیریت بازرگانی، دوره 6 شماره 6، بهار و تابستان 6566 ،صص 25
در بهبود ابعاد کیفیت خدمات و افزایش سطح رضایت QFD خان زاده، نادر. بکارگیری مدل
66 آذرماه - مندی مشتریان بانک . ی اولین کنفرانس بین المللی بازاریابی خدمات بانکی، تهران 66
.6566
کیانی، زهره، ) 6565 (، برند مقصد گردشگری و نقش آن در وحدت ذی نفعان صنعت گردشگر ، ی
. مجموعه مقالات سمینار تغییرات محیطی، توسعه گردشگری و کاهش فقر، مهرماه 6565
AL-AZZAM,A., SALLEH,S.,(2012) THE DIRECT EFFECT OF PREDICTOR
VARIABLES ON DESTINATION BRAND LOYALTY IN JORDAN, 3RD
INTERNATIONAL CONFERENCE ON BUSINESS AND ECONOMIC
RESEARCH ( 3RD ICBER 2012 ) PROCEEDING 12 - 13 MARCH 2012.
GOLDEN FLOWER HOTEL, BANDUNG, INDONESIA.1451-1467
Alexandris, k. (2006).increasing customers’ loyalty n a skiing resort.
International journal of contemporary hospitality management, 18 (5), 414-425.
Baker, D. A., & Crompton, J. L. (2000). Quality, satisfaction and behavioral
intentions. Annals of Tourism Research, 27(3), 785–804.
Chen, Ch.F., Chen, F.sh. (2010).experience quality, perceived value,
satisfaction and behavioral intentions for heritage tourists. Tourism
management, 31.29-35
Chen,C-F., Tsai, D.(2007). How destination image and evaluative factors affect
behavioral intentions? Tourism Management 28 (4), 1115–1122.
Cronin. J., Brady. M., & Hult.G.T. (2000).Assessing the effects of quality, value
and customer satisfaction on consumer behavioral intentions in service
environment. Journal of Retailing, 76(2), 193_218.
Cooper, C., Fletcher, J., Gilbert, D., & Wanhill, S. (1993). In Tourism:
Principles and practice. Harlow: Longman Scientific & Technical.
Duman, T. (2002). A model of perceived value for leisure travel products.
Unpublished doctoral dissertation ,Pennsylvania State University
Destadli.J, Jacobsen.Kr.s.(2011).The long &winding roads : perceived quality
of scenic tourism routes. Tourism Management,32,780_789.
Grewal, D., Monroe, K. B.,& Krishnan, R.(1998).The effects of price
comparison advertising on buyers’ perception of acquisition value
,Transaction value, and behavioral intentions .Journal of Marketing, 62 (5),
46-59.
Hutchinson, J., Lai, F., and Wang.(2009).understanding the relationships of
quality, value, equity, satisfaction, and behavioral intentions among golf
travelers. Tourism management 30.298-308.
James F, P. (2002), development of a multidimensional scale for measuring the
perceived value of a service. Journal of Leisure Research, 34 (2 ),119-134.
Jankingthong,W., Gonejanart,P.(2012). The Relationships of Factors Affecting
Post-purchase Behavioral Intentions in Tourism Sector. Silpakorn University
Journal of Social Sciences, Humanities, and Arts, 12 (1), 72-90.
Kao, y. F. Huang, L-S., and Wu, C.-H.(2008).Effects of theatrical elements on
experiential quality and loyalty intentions for theme parks .Asia pacific Journal
of Tourism Research ,13(2),163-174.
Lai, W. T., Chen, Ch. F.(2011).behavioral intentions of public transit
passengers the role of service quality, perceived value, satisfaction and
involvement. Transport policy 18 .318-325.
Lai,W-H., Quang Vinh,N (2012). A Study of Analyzing the Selection of
Promotion Activities and Destination Attributes in Tourism Industry in Vietnam
From the Perspective of Tourism Industrial Service Network (TISN).
International Journal of Social and Human Sciences 6 2012,330-336
Lee, C-K., Yoon,Y-SH. &Lee,S-K.(2007). Investigating the relationships
among perceived value, satisfaction,and recommendations: The case of the
Korean DMZ. Tourism Management. 28 (1) ,204–214.
Lee; S. Y., Petrick, J. F ., & Crompton, J.(2007).The roles of quality &
intermediary constructs in determining festival attendees, behavioral intention
.Journal of Travel Research .45(4), 402_412
Lue, X., & Homburg, C. (2007).Neglected outcome of customer satisfaction.
Journal of Marketing ,71(2),133_149
Masoomeh, Moharrer. (2006).Electronic Satisfaction in Tourism Industry.
Master Thesis,Continuation Courses Marketing & e-commerce,Department of
Business Administration & Social Industrial Marketing & e-commerce,Lulea
University of Technology.
Mat Som, A., Badarneh, M.(2011). Tourist Satisfaction and Repeat Visitation;
Toward a New Comprehensive Model. International Journal of Human and
Social Sciences. 6(1), 38-45.
Mat Som, A., Marzuki, A., Yousefi, M. & AbuKhalifeh, A.(2010). Factors
Influencing Visitors’ Revisit Behavioral Intentions: A Case Study of Sabah,
Malaysia. International Journal of Marketing Studies, 4( 4), 39-50.
Meng,SH-M., Liang,G-SH & Yang,SH-H.(2011). The relationships of cruise
image, perceived value,satisfaction, and post-purchase behavioral intention on
Taiwanese tourists. African Journal of Business Management. 5(1), 19-29.
Noypayak, W. (2009).value Dimensions of Thailand as perceived by
U.K.Tourists.RU.INT.J.3 (1),141-154.
Otto, J. E., and Ritchie,J.R.B(1996).The Service Experience in Tourism
.Tourism Management,17(3),165-174.
Oliver, R. L. (1997). Satisfaction: A behavioral perspective of the consumer.
New York: Irvin / McGraw-Hill.
Parasuraman, A., & Grewal, D. (2000).Serving customers effectively in the
twenty-first century: conceptual framework and overview .Journal of the
Academy of Marketing science, 28(1), 9_16.
Petrick, J. F.(2002 ).Development of a Multi-Dimensional Scale for Measuring
Perceived Value of a Service. Journal of Leisure Research 34(2):119–136.
Petrick, J. F., S. J. Backman, and R. Bixler (1999). An Investigation of Selected
Factors Effect on Golfer Satisfaction and Perceived Value. Journal of Park and
Recreation Administration 17(1):40–59.
Rigatti-Luchini,S., C. Mason,M.(2010). AN EMPIRICAL ASSESSMENT OF
THE EFFECTS OF QUALITY, VALUE AND CUSTOMER SATISFACTION
ON CONSUMER BEHAVIORAL INTENTIONS IN FOOD EVENTS.
International Journal of Event Management Research. 5 (1),46-61.
Rittichainuwat Ngamsom, B., QU, H., &Brown, T. (2001). The image of
Thailand as an international travel destination. Cornell Hotel & Restaurant
Quarterly, 42(2), 82_95.
Spreng, R.A., &Snigh, A.K. (1993).An empirical assessment of the
SERVQUAL scale &the relationship between service quality and satisfaction:
Enhancing Knowledge Development in Marketing. Publisher: American
Marketing Association. 1-6.
Swarbrook, J. (2002). The development &management of visitor attractions,
(2nd).Oxford ,England:Botterworth-Heinemann
Sweeny, J.C., & Soutar, G.N. (2001).Consumer perceived value: The
development of a multiple item scale .Journal of Retaining, 77(2), 203_220
THI AI CAM,T.(2011). EXPLAINING TOURISTS SATISFACTION AND
INTENTION TO REVISIT NHA TRANG, VIET NAM. Master Thesis in
Fisheries and Aquaculture Management and Economics (30 ECTS), The
Norwegian College of Fishery Science University of Tromso, Norway & Nha
Trang University, Vietnam
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.
Williams, p., N. Soutar, Geoffrey. (2009). value, satisfaction and behavioral
intentions in an adventure tourism context .Annals of tourism research,
36(3).413_438.
Wue, h-ch.(2009), AN Empirical study 0of Behavioral Intentions in the Taiwan
Hotel Industry. Innovative Marketing, 5 (3), 30_50.
Zabkar, v.Brencic, M., and Dmitrovic, T. (2010).Modeling perceived quality,
visitor satisfaction and behavioral intentions at the destination level. Tourism
Management 31. 537-546.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral
consequences of service quality. Journal of Marketing, 60, 31–46.
Zhou,L.(2005).DESTINATION ATTRIBUTES THAT ATTRACT
INTERNATIONAL TOURISTS TO CAPE TOWN. A research project in partial
fulfillment of the requirements for the degree of MASTER OF COMMERCE,
Faculty of Economic and Management Sciences University of the Western
Cape.
)