Examining the Effect of Tourists’ Motivation and Satisfaction towards NAKHONCHAIBURIN Tourism Cluster
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Published:
Apr 21, 2019
Keywords:
Archaeological Tourism Archaeological Tourism Archaeological Tourism Archaeological Tourism NAKHONCHAIBURIN Tourism Cluster NAKHONCHAIBURIN Tourism Cluster NAKHONCHAIBURIN Tourism Cluster NAKHONCHAIBURIN Tourism Cluster Partial Least Squares Structural Equation Model (PLS-SEM) Partial Least Squares Structural Equation Model (PLS-SEM) Partial Least Squares Structural Equation Model (PLS-SEM) Partial Least Squares Structural Equation Model (PLS-SEM)
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Abstract
This study investigates tourist motivation for travelling to archaeological tourism destinations in NAKHONCHAIBURIN (NCBR) cluster in Thailand. Through convenience sampling via onsite intercept method, 400 tourists have completed a self-administrated survey. Partial least squares structural equation modeling (PLS-SEM)technique was used to test the hypotheses. The results of the study revealed that travel motivation and perceived authentic value of destination could influence tourist satisfaction with archaeological tourism destinations in the NCBR tourism clusters. The results also show that perceived authentic value of destination could mediate the relationship between tourist motivation and satisfaction. The findings provide value to destination marketing organizations (DMOs), which can be useful for target market strategies.
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References
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Archaeological Institute of America. (2014). Education. Retrieved December 16, 2017 from http://www.archaeological.org/pdfs/education/Arch101.2.pdf
Battour, M., Ismail, M.N., Battor, M., & Awais, M. (2017). Islamic tourism: an empirical examination of travel motivation and satisfaction in Malaysia. Current Issues in Tourism, 20(1), 50-67.
Bradley, G.L., & Sparks, B.A. (2012). Antecedents and consequences of consumer value: A longitudinal study of timeshare owners. Journal of Travel Research, 51(2), 191-204.
Bryce, D., Curran, R., O’Gorman, K., & Taheri, B. (2015). Visitors’ engagement and authenticity: Japanese heritage consumption. Tourism management, 46, 571-581.
Chambers, E. (2009). From authenticity to significance: tourism on the frontier of culture and place. Futures, 41(6), 353-359.
Chen, C.F., & Chen, F.S. (2010). Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tourism management, 31(1), 29-35.
Chen, C.F., & Tsai, D. (2007). How destination image and evaluative factors affect behavioral intentions?. Tourism management, 28(4), 1115-1122.
Chhabra, D., Healy, R., & Sills, E. (2003). Staged authenticity and heritage tourism. Annals of Tourism Research, 30(3), 702-719.
Chin, W. W., Marcolin, B.L., & Newsted, P.R. (2003). A partial least squares latent variable modeling approach for measuring interaction effects: Results from a Monte Carlo simulation study and an electronic-mail emotion/adoption study. Information systems research, 14(2), 189-217.
Crompton, J. L. (1979). An assessment of the image of Mexico as a vacation destination and the influence of geographical location upon that image. Journal of Travel Research, 17(4), 18-23.
Dann, G. M. (1981). Tourist motivation an appraisal. Annals of Tourism Research, 8(2), 187-219.
De Rojas, C., & Camarero, C. (2008). Visitors’ experience, mood and satisfaction in a heritage context: Evidence from an interpretation center. Tourism management, 29(3), 525-537.
De Vries, N.J., & Carlson, J. (2014). Examining the drivers and brand performance implications of customer engagement with brands in the social media environment. Journal of Brand Management, 21(6), 495-515.
Devesa, M., Laguna, M., & Palacios, A. (2010). The role of motivation in visitor satisfaction: Empirical evidence in rural tourism. Tourism management, 31(4), 547-552.
Donaldson, E.A. (1986). The Scottish Highland Games in America: Pelican Publishing. Fodness, D. (1994). Measuring tourist motivation. Annals of Tourism Research, 21(3), 555-581.
Fornell, C., & Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing research, 18(1), 39-50.
Gallarza, M.G., & Saura, I.G. (2006). Value dimensions, perceived value, satisfaction and loyalty: an investigation of university students’ travel behavior. Tourism management, 27(3), 437-452.
García, J.A., Gómez, M., & Molina, A. (2012). A destination-branding model: An empirical analysis based on stakeholders. Tourism management, 33(3), 646-661.
Gaski, J.F., & Nevin, J.R. (1985). The differential effects of exercised and unexercised power sources in a marketing channel. Journal of Marketing research, 130-142.
Goody, J. (2012). The theft of history: Cambridge University Press.
Goulding, C. (2000). The museum environment and the visitor experience. European Journal of marketing, 34(3/4), 261-278.
Hair, J., Sarstedt, M., Hopkins, L., & Kuppelwieser, V.G. (2014). Partial least squares structural equation modeling (PLS-SEM) An emerging tool in business research. European Business Review, 26(2), 106-121.
Hall, C. M. (2007). Response to Yeoman et al: The fakery of ‘The authentic tourist’. Tourism management, 28(4), 1139-1140.
Handler, R. (1986). Authenticity. Anthropology today, 2(1), 2-4.
Helm, S., Eggert, A., & Garnefeld, I. (2010). Modeling the impact of corporate reputation on customer satisfaction and loyalty using partial least squares Handbook of partial least squares (pp. 515-534): Springer.
Henderson, J. (2000). Attracting tourists to Singapore’s Chinatown: A case study in conservation and promotion. Tourism management, 21(5), 525-534.
Henseler, J., & Fassott, G. (2010). Testing moderating effects in PLS path models: An illustration of available procedures Handbook of partial least squares (pp. 713-735): Springer.
Huang, S., & Hsu, C.H. (2009). Effects of travel motivation, past experience, perceived constraint, and attitude on revisit intention. Journal of Travel Research, 48(1), 29-44.
Iacobucci, D., & Duhachek, A. (2003). Mediation analysis-round table acr 2003, presentation at the round table of the ACR conference, Toronto. The Impacts of Team Management on Customer Service.
Kolar, T., & Zabkar, V. (2010). A consumer-based model of authenticity: An oxymoron or the foundation of cultural heritage marketing? Tourism management, 31(5), 652-664.
Lee, C.K., Lee, Y.K., & Wicks, B.E. (2004). Segmentation of festival motivation by nationality and satisfaction. Tourism management, 25(1), 61-70.
Lee, T.H., & Hsu, F.Y. (2013). Examining how attending motivation and satisfaction affects the loyalty for attendees at aboriginal festivals. International journal of tourism research, 15(1), 18-34.
Loureiro, S.M. (2010). Satisfying and delighting the rural tourists. Journal of Travel & Tourism Marketing, 27(4), 396-408.
McDowall, S. (2011). The Festival in My Hometown: The Relationships Among Performance Quality, Satisfaction, and Behavioral Intentions. International Journal of Hospitality & Tourism Administration, 12(4), 269-288. doi:10.1080/15256480.2011.614528
Meeprom, S. (2015). A study of potential development to archaeological attraction in NAKHONCHAIBURIN tourism cluster. Paper presented at the Interdisciplinary Behavior and Social Sciences: Proceedings of the 3rd International Congress on Interdisciplinary Behavior and Social Science 2014 (ICIBSoS 2014), 1–2 November 2014, Bali, Indonesia.
Moscardo, G., Pearce, P., Morrison, A., Green, D., & O’leary, J. T. (2000). Developing a typology for understanding visiting friends and relatives markets. Journal of Travel Research, 38(3), 251-259.
Nakhonrachasima Province. 2012. Strategic plan of the lower-northeastern provincial cluster Na Khon Chai Bu Rin. Nakhonrachasima: Thailand.
Ngamsom, B., & Beck, J. (2000). A pilot study of motivations, inhibitors, and facilitators of association members in attending international conferences. Paper presented at the Journal of Convention & Exhibition Management.
Nunnally, J.C., & Bernstein, I.H. (1978). Psychometric theory, McGraw-Hill.
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research,17(November), 460-469.
Papadimitriou, D., Kaplanidou, K., & Apostolopoulou, A. (2018). Destination Image Components and Word-of-Mouth Intentions in Urban Tourism: A Multigroup Approach. Journal of Hospitality & Tourism Research. 42(4), 503-527.
Prayag, G., & Ryan, C. (2011). The relationship between the ‘push’and ‘pull’factors of a tourist destination: The role of nationality–an analytical qualitative research approach. Current Issues in Tourism, 14(2), 121-143.
Prebensen, N. K., Woo, E., Chen, J. S., & Uysal, M. (2013). Motivation and involvement as antecedents of the perceived value of the destination experience. Journal of Travel Research, 52(2), 253-264.
Ramkissoon, H., & Uysal, M. S. (2011). The effects of perceived authenticity, information search behavior, motivation and destination imagery on cultural behavioral intentions of tourists. Current Issues in Tourism, 14(6), 537-562.
Reisinger, Y., & Turner, L. W. (2003). Cross-cultural behavior in tourism: Concepts and analysis: Elsevier.
Rigney, A. (2001). Imperfect histories: the elusive past and the legacy of romantic historicism: Cornell University Press.
Rittichainuwat, B. N., Qu, H., & Leong, J. K. (2003). The collective impacts of a bundle of travel determinants on repeat visitation. Journal of Hospitality & Tourism Research, 27(2), 217-236.
Rust, R. T., & Oliver, R. L. (1994). Service quality: New directions in theory and practice: Sage Publications.
Smith, S., Costello, C., & Muenchen, R. A. (2010). Influence of push and pull motivations on satisfaction and behavioral intentions within a culinary tourism event. Journal of quality assurance in hospitality & tourism, 11(1), 17-35.
Sobel, M. E. (1982). Asymptotic confidence intervals for indirect effects in structural equation models. Sociological methodology, 13, 290-312.
Spooner, B. (1986). Weavers and dealers: the authenticity of an oriental carpet. The social life of things: Commodities in cultural perspective, 1, 95-235.
Tourism Authority of Thailand. 2011. About Thailand. Retrieved December 12, 2017 from http://www.tourismthailand.org/about-thailand/.
Thompson, K., & Schofield, P. (2009). Segmenting and profiling visitors to the Ulaanbaatar Naadam Festival by motivation. Event Management, 13(1), 1-15.
Tugcu, C. T. (2014). Tourism and economic growth nexus revisited: A panel causality analysis for the case of the Mediterranean Region. Tourism management, 42, 207-212.
UNESCO World Heritage. (2018). Thailand. Retrieved from http://whc.unesco.org/en/list/
Wong, I. A., & Tang, S. L. W. (2016). Linking Travel Motivation and Loyalty in Sporting Events: The Mediating Roles of Event Involvement and Experience, and the Moderating Role of Spectator Type. Journal of Travel & Tourism Marketing, 33(1), 63-84.
World Economic Forum. (2018). The Global Competitiveness Report 2016–2017. Retrieved from Geneva: Switzerland:
Wu, C. H.-J., & Liang, R.-D. (2009). Effect of experiential value on customer satisfaction with service encounters in luxury-hotel restaurants. International Journal of Hospitality Management, 28(4), 586-593.
Wu, H.-C., & Cheng, C.-C. (2013). A hierarchical model of service quality in the airline industry. Journal of Hospitality and Tourism Management, 20(2013), 13-22.
Wynstra, F., Von Corswant, F., &Wetzels, M. (2010). In chains? An empirical study of antecedents of supplier product development activity in the automotive industry. Journal of Product Innovation Management, 27(5), 625-639
Yi, Y. (1990). A critical review of consumer satisfaction. Review of marketing, 4(1), 68-123.
Yoon, Y.-S., Lee, J.-S., & Lee, C.-K. (2010). Measuring festival quality and value affecting visitors’ satisfaction and loyalty using a structural approach. International Journal of Hospitality Management, 29(2), 335-342.
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.
Zhou, Q. B., Zhang, J., & Edelheim, J. R. (2013). Rethinking traditional Chinese culture: A consumer-based model regarding the authenticity of Chinese calligraphic landscape. Tourism management, 36, 99-112.
Assaker, G., Vinzi, V.E., & O’Connor, P. (2011). Examining the effect of novelty seeking, satisfaction, and destination image on tourists’ return pattern: A two factor, non-linear latent growth model. Tourism management, 32(4), 890-901. doi:10.1016/j.tourman.2010.08.004
Archaeological Institute of America. (2014). Education. Retrieved December 16, 2017 from http://www.archaeological.org/pdfs/education/Arch101.2.pdf
Battour, M., Ismail, M.N., Battor, M., & Awais, M. (2017). Islamic tourism: an empirical examination of travel motivation and satisfaction in Malaysia. Current Issues in Tourism, 20(1), 50-67.
Bradley, G.L., & Sparks, B.A. (2012). Antecedents and consequences of consumer value: A longitudinal study of timeshare owners. Journal of Travel Research, 51(2), 191-204.
Bryce, D., Curran, R., O’Gorman, K., & Taheri, B. (2015). Visitors’ engagement and authenticity: Japanese heritage consumption. Tourism management, 46, 571-581.
Chambers, E. (2009). From authenticity to significance: tourism on the frontier of culture and place. Futures, 41(6), 353-359.
Chen, C.F., & Chen, F.S. (2010). Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tourism management, 31(1), 29-35.
Chen, C.F., & Tsai, D. (2007). How destination image and evaluative factors affect behavioral intentions?. Tourism management, 28(4), 1115-1122.
Chhabra, D., Healy, R., & Sills, E. (2003). Staged authenticity and heritage tourism. Annals of Tourism Research, 30(3), 702-719.
Chin, W. W., Marcolin, B.L., & Newsted, P.R. (2003). A partial least squares latent variable modeling approach for measuring interaction effects: Results from a Monte Carlo simulation study and an electronic-mail emotion/adoption study. Information systems research, 14(2), 189-217.
Crompton, J. L. (1979). An assessment of the image of Mexico as a vacation destination and the influence of geographical location upon that image. Journal of Travel Research, 17(4), 18-23.
Dann, G. M. (1981). Tourist motivation an appraisal. Annals of Tourism Research, 8(2), 187-219.
De Rojas, C., & Camarero, C. (2008). Visitors’ experience, mood and satisfaction in a heritage context: Evidence from an interpretation center. Tourism management, 29(3), 525-537.
De Vries, N.J., & Carlson, J. (2014). Examining the drivers and brand performance implications of customer engagement with brands in the social media environment. Journal of Brand Management, 21(6), 495-515.
Devesa, M., Laguna, M., & Palacios, A. (2010). The role of motivation in visitor satisfaction: Empirical evidence in rural tourism. Tourism management, 31(4), 547-552.
Donaldson, E.A. (1986). The Scottish Highland Games in America: Pelican Publishing. Fodness, D. (1994). Measuring tourist motivation. Annals of Tourism Research, 21(3), 555-581.
Fornell, C., & Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing research, 18(1), 39-50.
Gallarza, M.G., & Saura, I.G. (2006). Value dimensions, perceived value, satisfaction and loyalty: an investigation of university students’ travel behavior. Tourism management, 27(3), 437-452.
García, J.A., Gómez, M., & Molina, A. (2012). A destination-branding model: An empirical analysis based on stakeholders. Tourism management, 33(3), 646-661.
Gaski, J.F., & Nevin, J.R. (1985). The differential effects of exercised and unexercised power sources in a marketing channel. Journal of Marketing research, 130-142.
Goody, J. (2012). The theft of history: Cambridge University Press.
Goulding, C. (2000). The museum environment and the visitor experience. European Journal of marketing, 34(3/4), 261-278.
Hair, J., Sarstedt, M., Hopkins, L., & Kuppelwieser, V.G. (2014). Partial least squares structural equation modeling (PLS-SEM) An emerging tool in business research. European Business Review, 26(2), 106-121.
Hall, C. M. (2007). Response to Yeoman et al: The fakery of ‘The authentic tourist’. Tourism management, 28(4), 1139-1140.
Handler, R. (1986). Authenticity. Anthropology today, 2(1), 2-4.
Helm, S., Eggert, A., & Garnefeld, I. (2010). Modeling the impact of corporate reputation on customer satisfaction and loyalty using partial least squares Handbook of partial least squares (pp. 515-534): Springer.
Henderson, J. (2000). Attracting tourists to Singapore’s Chinatown: A case study in conservation and promotion. Tourism management, 21(5), 525-534.
Henseler, J., & Fassott, G. (2010). Testing moderating effects in PLS path models: An illustration of available procedures Handbook of partial least squares (pp. 713-735): Springer.
Huang, S., & Hsu, C.H. (2009). Effects of travel motivation, past experience, perceived constraint, and attitude on revisit intention. Journal of Travel Research, 48(1), 29-44.
Iacobucci, D., & Duhachek, A. (2003). Mediation analysis-round table acr 2003, presentation at the round table of the ACR conference, Toronto. The Impacts of Team Management on Customer Service.
Kolar, T., & Zabkar, V. (2010). A consumer-based model of authenticity: An oxymoron or the foundation of cultural heritage marketing? Tourism management, 31(5), 652-664.
Lee, C.K., Lee, Y.K., & Wicks, B.E. (2004). Segmentation of festival motivation by nationality and satisfaction. Tourism management, 25(1), 61-70.
Lee, T.H., & Hsu, F.Y. (2013). Examining how attending motivation and satisfaction affects the loyalty for attendees at aboriginal festivals. International journal of tourism research, 15(1), 18-34.
Loureiro, S.M. (2010). Satisfying and delighting the rural tourists. Journal of Travel & Tourism Marketing, 27(4), 396-408.
McDowall, S. (2011). The Festival in My Hometown: The Relationships Among Performance Quality, Satisfaction, and Behavioral Intentions. International Journal of Hospitality & Tourism Administration, 12(4), 269-288. doi:10.1080/15256480.2011.614528
Meeprom, S. (2015). A study of potential development to archaeological attraction in NAKHONCHAIBURIN tourism cluster. Paper presented at the Interdisciplinary Behavior and Social Sciences: Proceedings of the 3rd International Congress on Interdisciplinary Behavior and Social Science 2014 (ICIBSoS 2014), 1–2 November 2014, Bali, Indonesia.
Moscardo, G., Pearce, P., Morrison, A., Green, D., & O’leary, J. T. (2000). Developing a typology for understanding visiting friends and relatives markets. Journal of Travel Research, 38(3), 251-259.
Nakhonrachasima Province. 2012. Strategic plan of the lower-northeastern provincial cluster Na Khon Chai Bu Rin. Nakhonrachasima: Thailand.
Ngamsom, B., & Beck, J. (2000). A pilot study of motivations, inhibitors, and facilitators of association members in attending international conferences. Paper presented at the Journal of Convention & Exhibition Management.
Nunnally, J.C., & Bernstein, I.H. (1978). Psychometric theory, McGraw-Hill.
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research,17(November), 460-469.
Papadimitriou, D., Kaplanidou, K., & Apostolopoulou, A. (2018). Destination Image Components and Word-of-Mouth Intentions in Urban Tourism: A Multigroup Approach. Journal of Hospitality & Tourism Research. 42(4), 503-527.
Prayag, G., & Ryan, C. (2011). The relationship between the ‘push’and ‘pull’factors of a tourist destination: The role of nationality–an analytical qualitative research approach. Current Issues in Tourism, 14(2), 121-143.
Prebensen, N. K., Woo, E., Chen, J. S., & Uysal, M. (2013). Motivation and involvement as antecedents of the perceived value of the destination experience. Journal of Travel Research, 52(2), 253-264.
Ramkissoon, H., & Uysal, M. S. (2011). The effects of perceived authenticity, information search behavior, motivation and destination imagery on cultural behavioral intentions of tourists. Current Issues in Tourism, 14(6), 537-562.
Reisinger, Y., & Turner, L. W. (2003). Cross-cultural behavior in tourism: Concepts and analysis: Elsevier.
Rigney, A. (2001). Imperfect histories: the elusive past and the legacy of romantic historicism: Cornell University Press.
Rittichainuwat, B. N., Qu, H., & Leong, J. K. (2003). The collective impacts of a bundle of travel determinants on repeat visitation. Journal of Hospitality & Tourism Research, 27(2), 217-236.
Rust, R. T., & Oliver, R. L. (1994). Service quality: New directions in theory and practice: Sage Publications.
Smith, S., Costello, C., & Muenchen, R. A. (2010). Influence of push and pull motivations on satisfaction and behavioral intentions within a culinary tourism event. Journal of quality assurance in hospitality & tourism, 11(1), 17-35.
Sobel, M. E. (1982). Asymptotic confidence intervals for indirect effects in structural equation models. Sociological methodology, 13, 290-312.
Spooner, B. (1986). Weavers and dealers: the authenticity of an oriental carpet. The social life of things: Commodities in cultural perspective, 1, 95-235.
Tourism Authority of Thailand. 2011. About Thailand. Retrieved December 12, 2017 from http://www.tourismthailand.org/about-thailand/.
Thompson, K., & Schofield, P. (2009). Segmenting and profiling visitors to the Ulaanbaatar Naadam Festival by motivation. Event Management, 13(1), 1-15.
Tugcu, C. T. (2014). Tourism and economic growth nexus revisited: A panel causality analysis for the case of the Mediterranean Region. Tourism management, 42, 207-212.
UNESCO World Heritage. (2018). Thailand. Retrieved from http://whc.unesco.org/en/list/
Wong, I. A., & Tang, S. L. W. (2016). Linking Travel Motivation and Loyalty in Sporting Events: The Mediating Roles of Event Involvement and Experience, and the Moderating Role of Spectator Type. Journal of Travel & Tourism Marketing, 33(1), 63-84.
World Economic Forum. (2018). The Global Competitiveness Report 2016–2017. Retrieved from Geneva: Switzerland:
Wu, C. H.-J., & Liang, R.-D. (2009). Effect of experiential value on customer satisfaction with service encounters in luxury-hotel restaurants. International Journal of Hospitality Management, 28(4), 586-593.
Wu, H.-C., & Cheng, C.-C. (2013). A hierarchical model of service quality in the airline industry. Journal of Hospitality and Tourism Management, 20(2013), 13-22.
Wynstra, F., Von Corswant, F., &Wetzels, M. (2010). In chains? An empirical study of antecedents of supplier product development activity in the automotive industry. Journal of Product Innovation Management, 27(5), 625-639
Yi, Y. (1990). A critical review of consumer satisfaction. Review of marketing, 4(1), 68-123.
Yoon, Y.-S., Lee, J.-S., & Lee, C.-K. (2010). Measuring festival quality and value affecting visitors’ satisfaction and loyalty using a structural approach. International Journal of Hospitality Management, 29(2), 335-342.
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.
Zhou, Q. B., Zhang, J., & Edelheim, J. R. (2013). Rethinking traditional Chinese culture: A consumer-based model regarding the authenticity of Chinese calligraphic landscape. Tourism management, 36, 99-112.