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http://dx.doi.org/10.7856/kjcls.2015.26.3.523

Structural Relationships between Quality, Satisfaction, and Behavioral Intentions in Rural Responsible Tourism: Moderating Effects of Age  

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.3, 2015 , pp. 523-540 More about this Journal
Abstract
This study examines the structural relationships between service quality, satisfaction, and behavioral intentions in responsible tourism. In particular, the study focuses on moderating effects of age. Data were collected from 471 tourists from seven responsible tourism agencies. SPSS 20.0 and AMOS 18.0 were used for frequency, reliability, exploratory factor, confirmatory factor, and path analyses. The results of a exploratory factor analysis yield two dimensions of service quality (functional quality and technical quality). The results of structural equation modeling indicate that functional quality and technical quality had positive effects on satisfaction, which in turn had a positive effect on behavioral intentions. In addition, age moderated the relationships between service quality, satisfaction, and behavioral intentions such that functional quality had a positive effect on satisfaction in the group of tourists in their twenties and thirties and that functional quality and technical quality were important factors for tourists in their forties. The results are expected to help responsible tourism communities better manage service quality to increase tourist satisfaction.
Keywords
quality; satisfaction; behavioral intention; responsible tourism; age;
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Times Cited By KSCI : 8  (Citation Analysis)
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