Browse > Article
http://dx.doi.org/10.7856/kjcls.2015.26.1.87

Structural Relationships between Ecotourism Village Visitors' Motivation, Value, Satisfaction, and Loyalty  

Kim, Kyung-Hee (National Academy of Agricultural Science, Rural Development Administration)
Lee, Sun-Min (National Academy of Agricultural Science, Rural Development Administration)
Publication Information
The Korean Journal of Community Living Science / v.26, no.1, 2015 , pp. 87-102 More about this Journal
Abstract
This study examines the structural relationships between ecotourism village visitors' motivation, value, satisfaction, and loyalty. A self-administered survey was conducted based on 254 visitors to six ecotourism villages. According to the confirmatory factor analysis, there were four underlying dimensions of motivation (relaxation, adventure, nature experience, and learning) and on underlying dimension of value (tourism). According to structural equation modeling, relaxation had a positive effect on economic value, and relaxation and learning had positive effects of functional value. Relaxation had a positive effect on social value. Economic, emotional, and social value had positive effects on ecotourism village visitors' satisfaction, and economic value had the greatest effect on satisfaction. Satisfaction had a positive effect on destination loyalty. The results imply that economic, emotional, and social value played important mediating roles in the relationship between motivation and satisfaction.
Keywords
ecotourism village; motivation; value; satisfaction; loyalty;
Citations & Related Records
Times Cited By KSCI : 8  (Citation Analysis)
연도 인용수 순위
1 Deng Z, Lu Y, Wei KK, Zhang J(2010) Understanding customer satisfaction and loyalty: an empirical study of mobile instant messages in China. Int J Inform Manage 30(4), 289-300   DOI
2 Dhami I, Deng J, Burns RC, Pierskalla C(2014) Identifying and mapping forest-based ecotourism areas in West Virginia -Incorporating visitors' preferences. Tourism Manage 42, 165-176   DOI
3 Eid R, El-Gohary H(2015) The role of Islamic religiosity on the relationship between perceived value and tourist satisfaction. Tourism Manage 46, 477-488   DOI
4 Fiorello A, Bo D(2012) Community-based ecotourism to meet the new tourist's expectations: an exploratory study. Int J Hosp Manag 21, 758-778
5 Fodness D(1994) Measuring tourist motivation. Ann Tourism Res 21(3), 555-581.   DOI
6 Foucat VSA(2002) Community-based ecotourism management moving towards sustainability, in Ventanilla, Oaxaca, Mexico. Ocean Coast Manag 45, 511-529   DOI
7 Gallarza MG, Gil Saura I(2006). Value dimensions, perceived value, satisfaction and loyalty: an investigation of university students' travel behaviour. Tourism Manage 27(3), 437-452   DOI
8 Gnoth J(1997) Tourism motivation and expectation formation. Ann Tourism Res 24(2), 283-304   DOI
9 Gurung DB, Seeland K(2008) Ecotourism in Bhutan: extending its benefits to rural communities. Ann Tourism Res 35(2), 489-508   DOI
10 Gwak HG, Kim NO, Kim JI(2008) Study on developing ecological tourism program in Ocean esources: Case Study on Tideland in Jeonnam povince and Marine Village. Int J Tourism Hosp Res 22(2), 227-243
11 Ha J, Jang SC(2010) Perceived values, satisfaction, and behavioral intentions: the role of familiarity in Korean restaurants. Int J Hosp Manag 29(1), 2-13.   DOI
12 Hair JF, Tatham RL, AndersonRE, Black W(2006) Multivariate data analysis (Vol. 6). Upper Saddle River, NJ: Pearson Prentice Hall.
13 Hallowell R(1996) The relationships of customer satisfaction, customer loyalty, and profitability: an empirical study. Int J Serv Ind Manag 7(4), 27-42   DOI
14 Han HJ, Yoo HJ(2007) A Study on the relationship between tourist motivation and personal value of birdwatching tourists. Int J Tourism Hosp Res 21(2), 141-158
15 Hearne RR, Salinas ZM(2002) The use of choice experiments in the analysis of tourist preferences for ecotourism development in Costa Rica. J Environ Manage 65(2), 153-163   DOI
16 Hughes K(1991) Tourist satisfaction: a guided "cultural" tour in North Queensland. Aust Psychol 26(3), 166-171   DOI
17 Huh J, Lee SY(2008) Destination branding as an informational signal and its influence on satisfaction and loyalty in the leisure tourism market. Hosp Tourism Manage 17(5), 77-94
18 Hung K, Petrick JF(2011) Why do you cruise? exploring the motivations for taking cruise holidays, and the construction of a cruising motivation scale. Tourism Manage 32(2), 386-393   DOI
19 Iso-Ahola SE(1980) Social psychological perspectives on leisure and recreation. Charles C. Thomas.
20 Iso-Ahola SE(1982) Towards a social psychology theory of tourism motivation. Ann Tourism Res 9, 256-262   DOI
21 Jalani JO(2012) Local people's perception on the impacts and importance of ecotourism in Sabang, Palawan, Philippines. Procedia Soc Behav Sci 57, 247-254   DOI
22 Jones S(2005) Community-based ecotourism. the significance of social capital. Ann Tourism Res 32(2), 303-324   DOI
23 Kamri T, Radam A(2013) Visitors' visiting motivation: Bako national park, Sarawak. Procedia Soc Behav Sci 101, 495-505   DOI
24 Kim H, Borges MC, Chon J(2006) Impacts of environmental values on tourism motivation: the case of FICA, Brazil. Tourism Manage 27(5), 957-967   DOI
25 Kim JO, Kim NJ(2013) An analysis of structural relationships between motivation, values, satisfaction, and loyalty for auto camping participants'. Korean J Tourism Res 28(5), 45-70
26 Kim K(2008) Analysis of structural equation model for the student pleasure travel market: motivation, involvement, satisfaction, and destination loyalty. J Travel Tourism Mark 24(4), 297-313   DOI   ScienceOn
27 Kim KH(2014) Segmenting ecotourism village visitors by motivation. J Agr Extension Commun Dev 21(3), 25-52   DOI
28 Kim KH, Lee SM(2014) Effects of ecotourism village attributes on tourists' satisfaction -focused on comparison of adults and children-. J Agr Extension Commun Dev 21(4), 909-938   DOI
29 Kim KH, Lee SY, Kim MH, Choi JU, Jung MC, Hong SY, Lee SM, Kang JY(2014) Guide for developing experience contents using traditional ecological resources in rural village. Jeonju: Rural Development Administration
30 Kim Lian Chan J, Baum T(2007) Motivation factors of ecotourists in ecolodge accommodation: the push and pull factors. Asia Pac J Tourism Res 12(4), 349-364   DOI
31 Kim SH, Seo JW(2014) A study on mountain eco-village revitalization through social economic promotion. J Korean Soc Rural Plan 20(3), 21-31   DOI
32 Kotler P(2003) Marketing management. analysis, planning, implementation, Control. New Jersey: Prentice-Hall.
33 Lai PH, Nepal SK(2006) Local perspectives of ecotourism development in Tawushan nature reserve, Taiwan. Tourism Manage 27(6), 1117-1129   DOI
34 Lee CK, Bendle LJ, Yoon YS, Kim MJ(2012) Thanatourism or peace tourism: perceived value at a North Korean resort from an indigenous perspective. Int J Tourism Res 14(1), 71-90   DOI
35 Lee CK, Ko SK, Lee JO(2014). Examining structural relationships among horseback riding motivation, value, satisfaction, and behavioral intention. Korean J Tourism Res 28(6), 203-226
36 Lee CK, Yoon YS, Lee SK(2007) Investigating the relationships among perceived value, satisfaction, and recommendations: The case of the Korean DMZ. Tourism Manage 28(1), 204-214   DOI
37 Lee DJ, Kim JH, Jeon JH(2008) Participation intention of activity-oriented program of local residents of rural and mountain villages - policy implication for the eco-mountain village project -. J Korean Inst landsc Architect 36(1), 1-11
38 Lee JH(2006) An analysis on the residents' perceptions of the ecotourism village. J Korean Soc Rural Plan 12(2), 17-25
39 Lo AS, Lee C(2011) Motivations and perceived value of volunteer tourists from Hong Kong. Tourism Manage 32(2), 326-334   DOI
40 McDougall GH, Levesque T(2000) Customer satisfaction with services: putting perceived value into the equation. J Services Mark 14(5), 392-410   DOI
41 Mehmetoglu M(2007) Typologising nature-based tourists by activity - theoretical and practical implications. Tourism Manage 28(3), 651-660   DOI
42 Meng SM, Liang GS, YangSH(2011) The relationships of cruise image, perceived value, satisfaction, and post-purchase behavioral intention on Taiwanese tourists. Afr J Bus Manag 5(1), 19-29
43 Mill RAM(2002) The tourism system, 4th edition. Dubuque, IA: Kendall/Hunt.
44 Mittal V, Ross Jr WT, Baldasare PM(1998) The asymmetric impact of negative and positive attribute-level performance on overall satisfaction and repurchase intentions. The J Mark 33-47
45 Oh H(2003) Price fairness and its asymmetric effects on overall price, quality, and value judgments: the case of an upscale hotel. Tourism Manage 24(4), 387-399   DOI
46 Oh HC, Uysal M, Weaver PA(1995) Product bundles and market segments based on travel motivations: a canonical correlation approach. Int J Hosp Manag 14(2), 123-137   DOI
47 Oh MJ, Lee SK, Burenjargal D, Lee DH(2005) The effect of mongolian's environmental cognitive on the ecotourist's motivation. Korean J Hotel Admin 14(4), 289-307
48 Parasuraman A, Grewal D(2000) The impact of technology on the qualityvalue-loyalty chain: a research agenda. J Acad Mark Sci 28(1), 168-174   DOI
49 Park DB, Kim KH(2011) Structural relationships among rural tourism motivation, satisfaction, and loyalty including the moderating effects of gender. Korean J Community Living Sci 22(2), 283-298   DOI
50 Park DB, Kim KH, Yoon YS(2010). Service quality satisfaction according to farm stay visitors preferences and segmentation by motivation. Korean J Community Living Sci 21(2), 163-177.
51 Park DB, Yoon YS(2009) Segmentation by motivation in rural tourism: a Korean case study. Tourism Manage 30(1), 99-108   DOI
52 Pearce PL, Lee UI(2005) Developing the travel career approach to tourist motivation. J Travel Res 43(3), 226-237   DOI
53 Petrick JF(2004a) The roles of quality, value and satisfaction in predicting cruise passengers' behavioral intentions. J Travel Res 42(4), 397-407   DOI
54 Petrick JF(2004b). First timers' and repeaters' perceived value. J Travel Research 43(1), 29-38   DOI
55 Pizam A, Neumann Y, Reichel A(1978) Dimentions of tourist satisfaction with a destination area. Ann Tour Res 5(3), 314-322   DOI
56 Prebensen N, Woo E, Chen J, Uysal M(2013) Motivation and involvement as antecedents of the perceived value of the destination experience. J Travel Res 52(2), 253-264   DOI
57 Reimer JK, Walter P(2013) How do you know it when you see it? community-based ecotourism in the Cardamom mountains of southwestern Cambodia. Tourism Manage 34, 122-132   DOI
58 Rid W, Ezeuduji IO, Pröbstl-Haider U(2014) Segmentation by motivation for rural tourism activities in The Gambia. Tourism Manage 40, 102-116   DOI
59 Ryan C, Glendon I(1998) Application of leisure motivation scale to tourism. Ann Tour Res 25(1), 169-184   DOI
60 Ryu K, Han H, Kim TH(2008) The relationships among overall quick-casual restaurant image, perceived value, customer satisfaction, and behavioral intentions. Int J Hosp Manag 27(3), 459-469   DOI
61 Sanchez J, Callarisa L, Rodriguez RM, Moliner MA(2006). Perceived value of the purchase of a tourism product. Tourism Manage 27(3), 394-409   DOI
62 Sanchez-Fernandez R, Iniesta-Bonillo MA(2009) Efficiency and quality as economic dimensions of perceived value: conceptualization, measurement, and effect on satisfaction. J Retailing Cons Serv 16(6), 425-433   DOI
63 Scheyvens R(1999) Ecotourism and the empowerment of local communities. Tourism Manage 20(2), 245-249   DOI
64 Son BM, Kim DS(2011). The effect of tourism storytelling choice attributes on tourist satisfaction and loyalty. J Korea Contents Assoc 11(2), 432-445   DOI   ScienceOn
65 Stronza A, Gordillo J(2008) Community views of ecotourism. Ann Tour Res 35(2), 448-468   DOI
66 Swanson KK, Horridge PE(2006) Travel motivations as souvenir purchase indicators. Tourism Manage 27(4), 671-683   DOI
67 Sweeney JC, Soutar G(2001) Consumer perceived value: the development of multiple item scale. J Retailing 77(2), 203-220   DOI
68 Sweeney JC, Soutar GN, Johnson LW(1999) The role of perceived risk in the quality-value relationship: a study in a retail environment. J Retailing 75(1), 77-105   DOI
69 Tangeland T, Aas O(2011) Household composition and the importance of experience attributes of nature based tourism activity products - a Norwegian case study of outdoor recreationists. Tourism Manage 32(4), 822-832   DOI
70 Taplin RH(2013) The influence of competition on visitor satisfaction and loyalty. Tourism Manage 36, 238-246   DOI
71 Timothy D, White K(1999) Community-based ecotourism development on the periphery of Belize. Curr Iss Tour 2(2-3), 226-242   DOI
72 Torres-Sovero C, Gonzalez JA, Martin-Lopez B, Kirkby CA(2012) Social-ecological factors influencing tourist satisfaction in three ecotourism lodges in the southeastern Peruvian Amazon. Tourism Manage 33(3), 545-552   DOI
73 Valle PO, Silva JA, MendesJ, Guerreiro M(2006) Tourist satisfaction and destination loyalty intention: a structural and categorical analysis. Int J Bus Sci App Manage 1(1), 25-44
74 Weinstein A, Johnson WC(1999) Designing and delivering superior customer value: Concepts, cases, and applications. Boca Raton, FL: St. Lucie Press.
75 Williams P, Soutar GN(2009) Value, satisfaction and behavioral intentions in an adventure tourism context. Ann Tour Res 36(3), 413-438   DOI
76 Woodruff RB(1997) Customer value: the next source for competitive advantage. J Acad Mark Sci 25(2), 139-153   DOI
77 Yang K, Jolly LD(2009) The effects of consumer perceived value and subjective norm on mobile data service adoption between American and Korean consumers. J Retailing and Cons Serv 16(6), 502-508   DOI
78 Yoon Y, Uysal M(2005) An examination of the effects of motivation and satisfaction on destination loyalty: a structural model. Tourism Manage 26(1), 45-56   DOI
79 Yoon YS, Lee JS, Lee CK(2010) Measuring festival quality and value affecting visitors' satisfaction and loyalty using a structural approach. Int J Hosp Manage 29(2), 335-342   DOI   ScienceOn
80 Zeithaml VA(1988) Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. J Mark, 2-22
81 Zhang H, Lei SL(2012) A structural model of residents' intention to participate in ecotourism: the case of a wetland community. Tourism Manage 33(4), 916-925   DOI
82 Backman SJ, Crompton JL(1991) Differentiating between high, spurious, latent, and low loyalty participants in two leisure activities. J Park Recreat Admi 9(2), 1-17
83 Bea BR(2014) Structural Equation Modeling with Amos 21 -Principles and practice-. Seoul:Chungram
84 Beh A, Bruyere BL(2007) Segmentation by visitor motivation in three Kenyan national reserves. Tourism Manage 28(6), 1464-1471   DOI
85 Bolton RN, Drew JH(1991) A multistage model of customers' assessments of service quality and value. J Consum Res, 375-384
86 Cai LA, Li M(2009) Distance segmented rural tourists. J Travel Tourism Mark 26(8), 751-761   DOI
87 Campbell LM(1999) Ecotourism in rural developing communities. Ann Tourism Res 26(3), 534-553   DOI
88 Castro CB, Martín Armario E, Martín Ruiz D(2007) The influence of market heterogeneity on the relationship between a destination's image and tourists' future behaviour. Tourism Manage 28(1), 175-187   DOI
89 Chen CF, Chen FS(2010) Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tourism Manage 31(1), 29-3   DOI
90 Chen PT, Hu HH(2009) The effect of relational benefits on perceived value in relation to customer loyalty: an empirical study in the Australian coffee outlets industry. Int J Hosp Manag 29(3), 405-412   DOI
91 Chi CG-Q, Qu H(2008) Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: An integrated approach. Tourism Manage 29(4), 624-636   DOI
92 Cho JH, Kim SB(2007) Characteristics domparison of ecotourists and mass tourists dividing to tourism attitudes. Tourism Leis Res 19(1), 27-43.
93 Crompton JL(1979) Motivations for pleasure vacation. Ann Tourism Res 6(1), 408-424   DOI
94 Crompton JL, McKay SL(1997) Motives of visitors attending festival events. Ann Tourism Res 24(2), 425-439   DOI
95 Cronin JJ, Brady MK, Brand RR, Hightower Jr R, Shemwell DJ(1997) A cross-sectional test of the effect and conceptualization of service value. J Serv Mark 11(6), 375-391   DOI
96 Dann GM(1981) Tourism motivations: an appraisal. Ann Tourism Res 8(2), 189-219
97 Del Bosque IR, Martín HS(2008) Tourist satisfaction a cognitive-affective model. Ann Tourism Res 35(2), 551-573   DOI