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A STUDY ON THE RELATIONSHIP OF RELIGIOUS TOURIST MOTIVATION, TOURISM IMAGE, SATISFACTION AND LOYALTY - A CASE STUDY OF TOURISTS VISITING JING'AN TEMPLE, CHINA |
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| รหัสดีโอไอ | |
| Creator | Xi Zhong |
| Title | A STUDY ON THE RELATIONSHIP OF RELIGIOUS TOURIST MOTIVATION, TOURISM IMAGE, SATISFACTION AND LOYALTY - A CASE STUDY OF TOURISTS VISITING JING'AN TEMPLE, CHINA |
| Publisher | University of the Thai Chamber of Commerce |
| Publication Year | 2558 |
| Journal Title | UTCC International Journal of Business and Economics |
| Journal Vol. | 7 |
| Journal No. | 1 |
| Page no. | 93-110 |
| Keyword | Jing'An temple, Religious Tourism, Tourist, Religious Tourism Motivation, Tourism Image, Satisfaction, Loyalty |
| URL Website | http://ijbejournal.com/ |
| Website title | ijbejournal |
| ISSN | 1906-5582 (paper) |
| Abstract | This research aims to study the relationship between religious tourism motivation, religious tourism image, satisfaction and loyalty that tourists visiting Jing'An temple. In addition, this research aims to study the religious tourism motivation, religious tourism image, satisfaction and loyalty of tourists who visit Jing'An temple. In this study, the researcher identifies the factors of the four variables: religious tourism motivation (relaxation, self-exploration, learning, and nature and culture resource), tourism image (landscapes attractive and convenience of transportation and equipment), satisfaction (environment, transportation and accommodation, service and religion culture) and loyalty. The researcher distributed total 400 questionnaires to tourists who visited Jing'An temple and use the regression analysis as the appropriate statistical method to test the hypothesis. The main findings of the relationship between religious tourism motivations, tourism images, satisfaction and loyalty are following: religious tourism motivations have manifest impact on the tourism images and satisfaction; religious tourism image have manifest impact on the tourists' satisfaction; tourists' satisfaction have manifest impact on the tourists' loyalty; religious tourism motivation and tourism images have impact on the tourists' loyalty but not manifest. Tourists visit Jing'An temple with different motivation will have different satisfaction. Finally, this study draws conclusion that the four variables (religious tourism motivation, tourism image, satisfaction and loyalty) have relationship with each other but the degree is different. It makes useful recommendations like improve the restroom, attitude of the service personnel and attitude of the restaurant to build high loyalty of tourists who visit Jing'An temple. |
