Commenced in January 2007
Frequency: Monthly
Edition: International
Paper Count: 30135
Analyzing the Perceived Relationship between Motivation and Satisfaction for Rural Tourists in a Digital World

Authors: N. P. Tsephe, S. D. Eyono Obono

Abstract:

Rural tourism is usually associated with rural development because it has strong linkages to rural resources; but it remains underdeveloped compared to urban tourism. This underdevelopment of rural tourism serves as a motivation for this study whose aim is to examine the factors affecting the perceived satisfaction of rural tourists. The objectives of this study are: to identify and design theories and models on rural tourism satisfaction, and to empirically validate these models and theories through a survey of tourists from the Malealea Lodge which is located in the Mafeteng District, in the Mountain Kingdom of Lesotho. Data generated by the collection of questionnaires used by this survey was analyzed quantitatively using descriptive statistics and correlations in SPSS after checking the validity and the reliability of the questionnaire. The main hypothesis behind this study is the relationship between the demographics of rural tourists, their motivation, and their satisfaction, as supported by existing literature; except that motivation is measured in this study according to three dimensions: push factors, pull factors, and perceived usefulness of ICTs in the rural tourism experience. Findings from this study indicate that among the demographics factors, continent of origin and marital status influence the satisfaction of rural tourists; and their occupation affects their perceptions on the use of ICTs in rural tourism. Moreover, only pull factors were found to influence the satisfaction of rural tourists.

Keywords: Digital world, Motivation, Rural tourism, Satisfaction.

Digital Object Identifier (DOI): doi.org/10.5281/zenodo.1100503

Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 1457

References:


[1] C. R. Goeldner and J. R. B. Ritchie, Tourism: Principles, practices, and philosophies, 12th Ed: Wiley, New York, 2011
[2] J. Singh, Ecotourism: International Publishing house pvt, tt: New Delhi, 2010
[3] E. Alyward, “Rural tourism development: proposing an integrated model of rural stakeholder network relationships,” In IAM conference 2009, 2nd- 4th September, Galway Mayo institute of technology, 2009
[4] E. Simkova, “Strategic approaches to trural tourism and sustainable development of rural areas”. Agricultural Economics Czech Republic Vol. 53 pp. 263-270, 2007.
[5] A. G. Turtureanu, Tourism products: characteristics and forms. Vol. 1(1), pp. 141-157, 2005.
[6] J. Holland, M. Burian, and L. Dixey, Tourism in poor rural area; Diversifying the product and expanding the benefits in rural Uganda and the Czech Republic, PPT working paper 12, pp. 1-38, 2003.
[7] B. AL-allak, evaluating the adoption and the use of Internet-based marketing Information systems to improve marketing Intelligence, International Journal of Marketing Studies, Vol 2 (2), pp. 87-101, 2010.
[8] H. Skoko, B. K. Skoko, M. Skare, and A. Ceric; “ICT adoption models of Australia and Croatian SMMEs”, managing global transitions, Vol 4 (1), pp. 25-40, 2006.
[9] S. E. Iso-Ahola, Toward a social psychological theory of tourism motivation: a rejoinder. Annals of Tourism Research, Vol. 9, pp. 256– 262, 1982.
[10] G. M. S. Dann, Anomie, ego-enhancement and tourism. Annals of Tourism Research, Vol. 4(4), pp. 184-194, 1977.
[11] J. L. Crompton. Motivations for pleasure vacation. Annals of Tourism Research, Vol. 6, pp. 408–424, 1979
[12] C. Goossens, Tourism information and pleasure motivation. Annals of Tourism Research Vol. 27, pp. 301–321, 2000.
[13] M. S. Sapari, A. Shuib, S. Ramachandran, and S. Herman. Analysis of Tourists Satisfaction Models, pp. 1-10. 2000.
[14] H. Oh, “Service Quality, Customer Satisfaction and Customer Value: A Holistic Perspective”. International Journal of Hospitality Management, Vol. 18, pp. 67-82, 1999.
[15] R. A. Spreng, and R. D Mackoy, “An empirical examination of a model of perceived service quality and satisfaction”, Journal of Retailing, Vol. 722, pp. 201-14, 1996.
[16] R. Oliver. Cognitive, affective, and attribute bases of the satisfaction response Journal of Consumer Research 20 December, pp. 418-430, 1993.
[17] N. Seth, S. G., Deshmukh, and P. Vrat, Service Quality Models: A Review. International Journal of Quality & Reliability Management, 2004. Vol. 22 No. 9, 2005 pp. 913-949.
[18] R. Oliver. A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research 1980. Vol, 17, pp. 460-69.
[19] N Abd Aziz, M. Ariffin, A. A., Omar, N. A., & Yoon, S. K. An Investigation of International and Domestic Tourists’ Satisfaction in Heritage Context: Implications for Destination Marketing, Journal Pengurusan, Vol. 33 pp. 61-76, 2011
[20] R. C Mannell, and S. E. Iso-Ahola, Psychological nature of leisure and tourism experience. Annals of Tourism Research, Vol 14, pp. 314-331, 1987.
[21] M.I. Zhou. Exploration of factors associated with tea culture and tea tourism in United States, China, and Taiwan, pp. 1-110, 2011.
[22] M. Salleh, K. Omar, and A.R. Mahmmod. Tourists satisfaction in Malaysia, International Journal of Business and Social Science, Vol 4, 5, pp. 221-226, 2013.
[23] J. Alegre and J. Garau. Tourist satisfaction and dissatisfaction. Annals of Tourism Research Vol, 37, 1, pp. 52-73, 2010
[24] A. P. M. Som, A. Marzuki, M. Yousefi and A. N. AbuKhalifeh. Factors influencing visitors’ revisit behavioural intentions: A case study Sabh, Malaysia. International Journal of marketing studies, Vol 4, 4, pp. 39-50, 2012. L.
[25] M. Devesa, M. Languna and A. Palacious. The role of motivation in visitor satisfaction: Empirical evidence in rural tourism. Tourism management, Vol 31, pp. 547-552, 2009
[26] Naing, T. Winn, and B. Rusli. "Practical issues in calculating the sample size for prevalence studies." Archives of Orofacial Sciences, vol 1, pp: 9-14, 2006
[27] M. Basher, and A. Ali Ajloni, “Motivating foreign tourists to visit the rural site in Jordan, village of Petra,” Australian Journal of Business and Management Research, vol. 2, no. 5, pp. 1-7, 2012
[28] P. Haldar, “Rural tourism – Challenges and opportunities,” Iinternational marketing conference on marketing & society, IIMK 8-10 April, Kozhikode: Indian institute of management Kozhikode, 2007, pp11-129.
[29] J. Pesonen, and R. Komppula, “Rural wellbeing tourism: Motivations and expectations,” (Online) Journal of hospitality and tourism management, vol.17, no. 1, pp. 150- 157, 2010.
[30] H. Madhavan, and R. Rastogi, Social and psychological factors influencing destination preferences of domestic tourists in India, Leisure, Studies, DOI:10.1080/02614367.2011.632781, 2011.