Impact of Samarkand’s Destination Attributes on International Tourists’ Revisit and Word-of-Mouth Intention
Abstract
:1. Introduction
2. Literature Review
2.1. Destination Attributes
2.2. Cognitive and Affective Evaluation
2.3. Satisfaction, Revisit Intention, and Word-of-Mouth Intention
3. Methods
3.1. Measurement Items and Survey Development
3.2. Sampling and Data Collection
3.3. Sample Profiles
4. Results
4.1. Data Screening
4.2. Confirmatory Factor Analysis
4.3. Structural Equation Modeling
4.4. Indirect-Impact Assessment
5. Discussions
5.1. General Discussions
5.2. Implications
5.3. Limitations and Recommendations for Future Research
Author Contributions
Funding
Conflicts of Interest
Appendix A
Constructs | Measurement Items (Standardized Factor Loadings) |
---|---|
Climate | Comfortable climate for tourism * Pleasant climate for tourism * Cleanliness/Sanitation of natural areas * |
Nature | Natural wonders/scenery (0.767) Flora and fauna (0.830) Well-preserved natural areas (0.848) |
Heritage | Historic/Heritage sites and museums * Artistic/Architectural features * Traditional arts * |
Local cuisine | Variety of local cuisine (0.803) Quality of local cuisine (0.830) Variety of opportunities to experience local ways of life (0.834) |
Accommodation | Accommodation quality (0.802) Variety of accommodation options (0.929) Standards of accommodation (0.831) |
Transportation | Airport efficiency/quality (0.850) Visitor accessibility to attraction sites (0.895) Quality of local transport systems (0.889) |
Tourist information | Availability of tourism guidance and information (0.846) Financial institutions and currency exchange facilities (0.908) Telecommunication system for tourists (0.852) |
Tourism activities | Variety of nature/water-based activities (i.e., diving and hiking) (0.930) Quality of nature/water-based activities (i.e., diving and hiking) (0.929) Variety of unique sports/games/recreational/festival activities (0.856) |
Shopping | Quality of shopping facilities (0.857) Value for money of shopping merchandise (0.849) Diversity of shopping experiences (0.881) |
Entertainment | Variety of entertainment options (i.e., cultural shows and traditional performances) (0.888) Quality of entertainment (i.e., cultural shows and traditional performances) (0.855) Nightlife (0.892) |
Service quality | Service staff are courteous and friendly (0.811) Samarkand offers highly-customized services (0.850) Customs/immigration officials are courteous and friendly (0.914) |
Accessibility | Easy to find flights to Samarkand (0.820) Ease of obtaining an entry visa to Samarkand (0.842) Ease of combining travel to Samarkand with other destinations (0.796) |
Hospitality | Friendliness of residents towards tourists * Resident support for the tourism industry * Local people are willing to help tourists * |
Communication | Ease of communication between tourists and hotel/service staff * Ease of communication between tourists and local residents * Signage/directions clear and easy to understand * |
Perceived value | Value for money in Samarkand * Accommodation prices * Price of Samarkand visit relative to competitor destinations * |
Safety and security | Level of tourist safety in Samarkand * Security/safety policy for tourists * Health/medical facilities to serve tourists * |
Cognitive evaluation | Samarkand provides a superior traveling experience compared to other places I have visited (0.748) Overall quality of Samarkand’s tourism is high (0.816) I believe Samarkand provides more benefits to tourists than other destinations (0.765) |
Affective evaluation | I love traveling in Samarkand (0.782) I like Samarkand more than other destinations (0.725) I will have wonderful memories about my visit to Samarkand (0.847) |
Satisfaction | I believe I did the right thing when I chose to visit Samarkand (0.780) I am happy about my decision to visit Samarkand (0.821) Overall, I am satisfied with my decision to visit Samarkand (0.791) |
Revisit intention | If I am given an opportunity, I intend to continue visiting Samarkand (0.835) I will consider Samarkand on my future holidays (0.795) I consider Samarkand to be my preferred holiday choice (0.816) |
Word-of-mouth intention | I will tell my friends/family to visit Samarkand (0.829) I will recommend my friends/family to visit Samarkand (0.838) I will say positive things about Samarkand to my friends/family (0.817) |
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Variable | Category | Distribution | Valid Percentage |
---|---|---|---|
Gender | Male | 139 | 62.6 |
Female | 83 | 37.4 | |
Age | Mean | 44.6 | |
Country of origin | France | 26 | 11.7 |
Spain | 25 | 11.3 | |
Germany | 21 | 9.5 | |
Japan | 18 | 8.1 | |
Italy | 13 | 5.9 | |
India | 10 | 4.5 | |
China | 10 | 4.5 | |
USA | 10 | 4.5 | |
Nepal | 8 | 3.6 | |
Others | 81 | 36.4 | |
Household income (USD) | Under 24,999 | 43 | 21.4 |
25,000–39,999 | 68 | 33.8 | |
40,000–54,999 | 50 | 24.9 | |
55,000–69,999 | 24 | 11.9 | |
70,000–84,999 | 8 | 4.0 | |
85,000–99,999 | 4 | 2.0 | |
Over 100,000 | 4 | 2.0 | |
Educational Background | High school or below | 41 | 18.6 |
Bachelor’s degree | 92 | 41.6 | |
Master’s degree | 71 | 32.1 | |
Doctorate | 12 | 5.4 | |
Others | 5 | 2.3 | |
Occupation type | Full-time employment | 102 | 70.0 |
Full-time self-employed | 64 | 13.7 | |
Part-time employment | 22 | 3.2 | |
Unemployed | 11 | 2.7 | |
Student | 10 | 3.2 | |
Retired | 12 | 1.1 | |
Prior visit(s) frequency to Samarkand | First time | 143 | 64.4 |
1 time | 38 | 17.1 | |
2–4 time | 38 | 17.1 | |
5–10 times | 2 | 0.9 | |
More than 10 times | 1 | 0.5 | |
Visit companionship | Alone | 38 | 17.1 |
Family/relatives | 91 | 41.0 | |
Friends | 64 | 28.8 | |
Organized group tours | 29 | 13.1 | |
Length of stay | 3 nights or less | 96 | 43.2 |
4–6 nights | 86 | 38.7 | |
7–10 nights | 26 | 11.7 | |
More than 10 nights | 14 | 6.3 | |
Accommodation type | 1–3 star hotel | 96 | 43.2 |
3–5 star hotel | 54 | 24.3 | |
Hostel/guesthouse | 68 | 30.6 | |
Service apartment/home-stay | 3 | 1.4 | |
Camping sites/tent | 1 | 0.5 |
ATT | COG | AFF | SAT | REV | WOM | |
---|---|---|---|---|---|---|
ATT | 0.912 a | |||||
COG | 0.483 b (0.233) | 0.821 | ||||
AFF | 0.599 (0.358) | 0.801 (0.642) | 0.836 | |||
SAT | 0.550 (0.302) | 0.618 (0.382) | 0.835 (0.697) | 0.873 | ||
REV | 0.543 (0.295) | 0.666 (0.444) | 0.700 (0.490) | 0.524 (0.275) | 0.859 | |
WOM | 0.523 (0.273) | 0.554 (0.307) | 0.712 0.507 | 0.695 (0.483) | 0.743 (0.552) | 0.870 |
AVE | 0.517 | 0.606 | 0.630 | 0.696 | 0.670 | 0.691 |
Standardized Estimate | t-Value | Hypothesis | |||
---|---|---|---|---|---|
H1: Destination attributes | → | Cognitive evaluation | 0.532 | 4.889 * | Supported |
H2: Destination attributes | → | Affective evaluation | 0.652 | 6.002 * | Supported |
H3: Cognitive evaluation | → | Satisfaction | 0.158 | 2.789 ** | Supported |
H4: Affective evaluation | → | Satisfaction | 0.830 | 10.821 * | Supported |
H5: Satisfaction | → | Revisit intention | 0.650 | 8.382 * | Supported |
H6: Satisfaction | → | Word-of-mouth intention | 0.758 | 9.818 * | Supported |
Goodness-of-fit statistics (Final model): χ2 = 1517.722, df = 926, χ2/df = 1.639, RMSEA = 0.054, CFI = 0.921, IFI = 0.921, TLI = 0.915, NFI = 0.820, PGFI = 0.690 | Total variance explained: R2 of COG = 0.293 R2 of AFF = 0.425 R2 of SAT = 0.805 R2 of REV = 0.423 R2 of WOM = 0.574 | Total impact on REV and WOM: ATT = 0.406, 0.474 COG = 0.103, 0.120 AFF = 0.540, 0.830 SAT = 0.650, 0.758 |
Indirect Effect of | On | ||
---|---|---|---|
SAT | REV | WOM | |
ATT | 1.139 * | 0.910 * | 0.887 * |
COG | - | 0.131 * | 0.128 * |
AFF | - | 0.612 | 0.597 |
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Jumanazarov, S.; Kamilov, A.; Kiatkawsin, K. Impact of Samarkand’s Destination Attributes on International Tourists’ Revisit and Word-of-Mouth Intention. Sustainability 2020, 12, 5154. https://doi.org/10.3390/su12125154
Jumanazarov S, Kamilov A, Kiatkawsin K. Impact of Samarkand’s Destination Attributes on International Tourists’ Revisit and Word-of-Mouth Intention. Sustainability. 2020; 12(12):5154. https://doi.org/10.3390/su12125154
Chicago/Turabian StyleJumanazarov, Sanjar, Alisher Kamilov, and Kiattipoom Kiatkawsin. 2020. "Impact of Samarkand’s Destination Attributes on International Tourists’ Revisit and Word-of-Mouth Intention" Sustainability 12, no. 12: 5154. https://doi.org/10.3390/su12125154
APA StyleJumanazarov, S., Kamilov, A., & Kiatkawsin, K. (2020). Impact of Samarkand’s Destination Attributes on International Tourists’ Revisit and Word-of-Mouth Intention. Sustainability, 12(12), 5154. https://doi.org/10.3390/su12125154