미얀마 파고다 관광지 이미지가 관광지 태도, 만족도 및 재방문의도에 미치는 영향 연구

Abstract

A Study on the Effect of the Myanmar Pagoda Tourist Destination Image on Tourist Destination Attitude, Satisfaction and Revisit Intentions

Htet Htet Wai

Department of Business Administration, The Graduate School, Pukyong National University

Abstract

This study is to find out the effect of the Myanmar Pagoda tourist destination image on tourist destination attitudes, satisfaction, and revisit intentions. The focus of this study is to specify the dimensions of tourist destination image in Myanmar pagodas, of which Myanmar is famous as tourist destinations. There have been many researches about the destination image. However, the image researches of Myanmar pagoda tourist destinations are insufficient. Accordingly, this research studies the multi-facets of Myanmar pagoda destination image and how this image affects destination attitudes, satisfaction and revisit intention of visitors based on the empirical analyses. A survey was conducted to the 183 visitors who visited the three major pagoda destinations such as Yangon, Bagan, and Innlay in Myanmar. The preliminary survey took place three weeks before March 25, 2015, The final survey was conducted at March 25, 2015 and April 30, 2015 at the three places in Myanmar. Statistical process has been done to the data collected, Frequency analysis, descriptive analysis, correlation analysis, factor analysis, and multiple regression analysis has been carried out, utilizing SPSS 20.0 for Windows. The empirical results in this study can be summarized as follows. First, Myanmar Pagoda destination image comprises two dimensions such as cognitive and emotional images. The cognitive image was drawn out of four factors such as historicity, tourism resources, tourism environment, and travel expenses. The emotional image was drawn out of two factors such as atmosphere and feeling. Second, the image of Myanmar Pagoda tourist destination impacts on destination attitude by tourism environment factors, Cost of travel expenses factors, feeling factors of emotional image, tourism resources factors and historicity factors, arranged in order of the degree of influence. However, factor of the atmosphere of emotional image has not impacted on the tourist destination attitude. Third, the impact of tourist destination attitudes significantly affect on satisfaction and revisit intention of visitors. Fourth, visitors' satisfaction has had significant influence on revisiting intention of visitors. Therefore, the destination image plays a very important role in attracting and satisfying tourists. The destination images are intended to have a positive influence to destination attitude, satisfaction, revisit intention of visitors for the sustainability of the visitors' influx. The future of Myanmar tourism development policy is necessary to create a concrete image atmosphere. This study results might help contribute future tourism development policy activating business in Myanmar. key words : Destination Image, Destination Attitude, Satisfaction, Revisit Intentions