Examining the Effect of Destination Image on Satisfaction and Behavioral Intentions in Health Tourism (Case Study: Lavij Spa)

Document Type : Research Paper

Authors

1 Assistant Professor, University of Mazandaran

2 Master of Commercial Management

Abstract

Extended Abstract
Nowadays tourism is as an inspiring industry especially when it comes to health tourism which is generally associated with tourists' soul and body. Destination image is a factor that many tourists use for selecting their destinations and this image is important on health their satisfaction and behavioral intentions.
 
Introduction
Tourism is a driving force for enhancing regional development and successful tourism can increase government revenue, as well create jobs. It is quite important to attract tourists so that they would visit again or recommend the places they visited to others (Ranjbarian, 1385). Moreover, image destination is a factor that many tourists pay attention when choosing the place that they want to visit (Ranjbarian, 1385). Having the right knowledge and attitude toward tourist destination is also important. The destination image, however, is the most debatable topic in marketing research in tourism industry. Because of this, many countries use global and promotional marketing tools to improve their image and compete with other destinations. This concept in the field of tourism is very important because it affects the behavior and decisions of tourists and has an important role in the satisfaction level of travel (Martin and Diamond, 2004). The destination image is one of the favorite topics in tourism marketing because it is an essential element in creating and managing a distinct and attractive image of destinations. Several studies that have been done in the past two decades about tourism showed that destination image is a valuable and important concept in the study of the process of choosing a particular destination and has helped our understanding of the behavior of tourists (Balglue and McCleary 1999) . Among various types of tourism, health tourism and its subsidiaries are given crucial attention and because of this attention they show a rapid growth among various kinds of tourism (Garcia, 2006). Despite numerous studies on the subject of tourist destination image in recent decades, this is a relatively new topic in Iran, especially in Mazandaran. According to some previous research, the impact of destination image on satisfaction level of tourists was studied. The current research is done in Lavij spa.
 
Materials and Methods
Lavij tourists who use spa constituted the statistical population of this study. 384 tourists were selected as the sample of the research. Tools used for this study were questionnaires and SPSS 18& AMOS18 software for the analysis of research.
 
Discussion and Results
The results showed a positive relationship between destination image with trip quality and perceived value, trip quality with perceived value and satisfaction, perceived value with satisfaction and behavioral intentions and satisfaction with behavioral intentions.
 
Conclusion
Building a good image of destination can give health tourists a sense of satisfaction and increase the likelihood of future visits. Therefore, it is recommended that proper attention is paid to image destination for the management tourist intake.
 
Keywords: Destination Image, Satisfaction, Behavioral Intentions, Health Tourism.
 
References

AbdulQader, I. K. (2008). Intention to Purchase Electronic Green Products amongst Lecturers: An Empirical Evidence, Master Thesis, University Sanis Malaysia, Malaysia.
Anderson, E.W. and Sullivon, M.W. (1993). The antecedents and consequences of customer satisfaction for firms, Marketing Science, 12(2): 125- 143.
Andreassen, T.W. and Linderstad, B. (1998). Customer loyalty and complex services: The impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service experience, International Journal of Service Industry Management, 9(1): 7-23.
Arasli, H. and Salin, K. (2005). Customer service quality in the Greek Cypriot banking industry, Managing Service Quality, 15(6): 41- 56.
Baloglu, S. and Mccleary, K. (1999). A model of destination image formation,Annals of Tourism Research, 26(4): 868-897.
Beerli, A. and Martin, J.D. (2004). Factors influencing destination image, Annals of Travel Research, 31(3): 657-681.
Bejou, D., Wray, B. and Ingram, T.N. (1996). Determinants of relationship quality: An artificial neural network analysis, Journal of Business Research, No. 36: 137-143.
Bromley, B. (2001). Relationship between personal and corporate reputation, Journal of Marketing, 14(1): 316-334.
Brown, G. (2009). Island tourism marketing music and culture, International Journal of Culture Tourism and Hospitality, 3(1): 25‐32.
Cannière, M.H., De Pelsmacker, P. and Geuens, M. (2009).  Relationship quality and the theory of planned behavior models of behavioral intentions and purchase behavior, Journal of Business Research, No. 62: 82–92.
Chang, T. and Wildt, A.R. (1994). Price, Product information, and purchase intention: an empirical study, Journal of the Academy of Marketing science, 22(1): 16-27.
Chen, C. and Tsai, D.C. (2007). How destination image and evaluative factors affect behavioral intentions, Tourism Management, 28(4): 1115-1122.
Chi, G. (2005). A Study of Developing Destination Loyalty Model, Doctoral dissertation, Oklahoma state university.
Christina, G. and Hailin, Q. (2008). Examining the structural relationships of destination image, tourist satisfaction and destination loyalty, Tourism Management, No. 29: 624-639.
Cronic, J., Brady, M. and Hult, G. (2000). Assessing the effects of quality, value and customer satisfaction on consumer behavioral intentions in service environments, Journal of Retailing, 76(2): 193–218.
Destadl, I.J. and Jacobsen, Kr. S. (2011). The long &winding roads: perceived quality of scenic tourism routes, Tourism Management, No. 32: 780-789.
Echtner, C.M. and Ritchie, J.R. (2003). The meaning and measurement of destination image, Journal of Tourism Study, 14(1): 37- 46.
Fanni, Z., Barghmadi, M., Eskandarpour, M. and Soleimani, M. (2012). Measurement of tourism satisfaction in Gorgan, Journal of Tourism Management Studying, 7(20): 31-48. (In Persian)
Forati, H., Jokar, A. and Hosseini, F. (2014). Provide model for assessing factors affect positive oral advertisement in the management of urban firms, Journal of Geography and City Planning, 6(19): 146-148. (In Persian)
Gallarza, M. and Saura, I. (2002). Value dimensions, perceived value, satisfaction and loyalty: An investigation of university students travel behavior, Tourism Management, 27(3): 437- 452.
Garcia, J., Tena, M. and Monzonis, J. (2006). Customer perceived value in banking service, International Journal of Behavioral Management, 24(5):266- 283.
Gonzalez, M., Comesana, L. and Brea, J. (2007). Assessing tourist behavioral intentions through perceived service quality and customer satisfaction, Journal of Business Research, 28(4): 153-160.
Han, H., Hsu, L.T.J., Lee, J.S. and Sheu, C. (2011). Are lodging customers ready to go green? An examination of attitudes, demographics, and eco-friendly intentions, International Journal of Hospitality Management, No. 30: 345–355.
Heckman, R. and Guskey, A. (2009). Customer satisfaction with electronic service, International Journal of Electric Commerce, 10(4): 73-104.
Hassannejad, B. (2009). Examining Factors Influence Customer Value in Iran Insurance Industrial Services, [MA thesis], Neishabor Azad Islamic University. (In Persian)
Hutchinson, J., Lai, F. and Wang, S. (2009). Understanding the relationships of quality, value, equity, satisfaction and behavioral intentions among golf travelers, Tourism Management, No. 30: 298-308.  
Jankingthong,  M. and  Gonejanart, P. (2012). The relationships of factors affecting  post- purchase behavioral intentions in tourism sector, Silpakorn University Journal of Social Sciences, Humanities and Arts, 12(1): 72- 90.
Javanmard, H. and Hosseini, S. (2013). Determination relationship between image of store, distance, customer satisfaction and customer future intention, Journal of Marketing Management, No. 20: 90-94. (In Persian)
Jenkins, E.L. (2010). The Effect of Customization of Customer Loyalty Programs on Value and Loyalty Intention, Indiana Pursue University, Master of Science Thesis.
Karobe, M. (2011). Media and selection tourism destination, Journalof Tourism Studying, 7(20): 111-136. (In Persian)
Kazemi, M. and Poor, S., Saadatyar, F. and Bitaraf, F. (2011). Affect of tourist image on the value from north cities, Journal of Research and City Planning, 2(6): 19- 34. (In Persian)
Lai, W.T. and Chen, Ch.F. (2011). Behavioral intentions of public transit passengers: the role of service quality, perceived value, satisfaction and involvement, Transport Policy, 18(3): 318- 325.
Lai, W.H. and Quang Vinh, N. (2012). A study of analyzing the selection of promotion activities and destination attributes in tourism industry in Vietnam from the perspective of tourism industrial service network (TISN), International Journal of Social and Human Sciences, No. 6: 330- 336.
Mansory, F. and Soleimani, S. (2012). Marketing tools and tourists image from destination, Journal of Tourism Management Studying, 7(18): 93-110. (In Persian)
Mat som, A. and Badarneh, M. (2011). Tourist satisfaction and repeat visitation toward a new comprehensive model, International Journal of Social Sciences, 6(1): 38- 45.
Mat som, A., Marzuki, A., Yousefi, M. and Abukhalifeh, A. (2010). Factors influencing visitors revisit behavioral intentions: A case study of Sabah, Malaysia, International Journal of Marketing Studies, 4(4): 39- 50.
Mc Dougalt, G. and Levesque, T. (2000). Customer satisfaction with services: putting perceived value into the equation, Journal of Services Marketing, 14(5): 392-410.
Meng, Sh. M., Liang, G. Sh. and Yang, Sh. H. (2011). The relationships of cruise image, perceived value, satisfaction and post- purchase behavioral intention on Taiwanese tourists, African Journal of Business Management, 5(1): 19- 29.
Neal, J. and Gursory, D. (2008). A multifaceted analysis of tourism satisfaction, Journal of Travel Research, 47(1): 53- 62.
Parasuraman, A., Zeithand, V.A. and Berry, L. L. (1994). Reassessment of expectations as a comparison standard in measuring service quality implications for further research, Journal of Marketing, 58(1): 111- 124.
Thi ai cam, T. (2011). Explaining Tourists Satisfaction and Intention to Revisit Nha Trang, Vietnam, Master Thesis in Fisheries and Aquaculture Management and Economics (30 ECTS), The Norwegian College of Fishery Science University of Tromso, Norway and NhaTrang University, Vietnam.
Ranjbarian, B. (2005). Image from Iran as a tourism destination, Journal of Esfahan University, 21(2): 69-80. (In Persian)
Ranjbarian, B., Rashid, M., Sanayee, A. and Hadadian, A. (2012). Analysis of relationship between value, quality, customer satisfaction and rebuy intention in Tehran shop, Journal of Administration Management, 4(11): 55-70. (In Persian)
Rezaean, A. (2005). Principles of Organizational Behavior, Tehran: Samt publisher, 6. (In Persian)
Wang, D., Chan, H. and Pan, S. (2009). The impact of mass media on organic destination image, Asia Pacific Journal of Tourism Research, 33(1): 312-332.
Williams, P. and Soutar, G.N. (2009). Value, satisfaction and behavioral intentions in an adventure tourism context, Annals of Tourism Research, 36(3): 413- 438.
Yang, Z. and Peterson, R.T. (2004). Customer perceived value, satisfaction and loyalty: the role of switching costs, Phycology and Marketing, 21(10): 111-125.
Yoon, C.V. and Uysal, T. (2003). An examination of the effects of motivation and satisfaction on destination loyalty: a structural model, Tourism Management, 26(1): 47-56.
Zabkar, V., Brencic, M. and Dmitrovic, T. (2010). Modeling perceived quality, visitor satisfaction and behavioral intentions at the destination level, Tourism Management, No. 31: 537- 546.
Zangeneh, Y. and Shamsolahzade, Y. (2012). Examining and analysis destination image role on development tourism industry, Journal of Geography and Planning, 16(41): 153-168. (In Persian)
Zeithamal, V.A. (1998). Consumer receptions of price, quality and synthesis of evidence, The Journal of Marketing, 52(3): 111-123.

Keywords

References

  1. منابع

    1. جوانمرد، حبیب الله و حسینی، سمانه (1392). تعیین ارتباط بین تصویر ذهنی از فروشگاه، بعد مسافت، رضایت مشتری و نیات رفتاری خریداران (مطالعه موردی: فروشگاه زنجیره ای شهروند تهران)، مجله مدیریت بازاریابی، شماره 20: 94-90.
    2. حسن نژاد کاشانی، بهزاد (1388). بررسی عوامل موثر بر ارزش ادراک شده مشتری در خدمات صنعتی بیمه در ایران، دانشگاه آزاد اسلامی نیشابور، پایان نامه کارشناسی ارشد.
    3. رضاییان، علی (1384). مبانی رفتار سازمانی، تهران: انتشارات سمت، چاپ ششم.
    4. رنجبریان، بهرام (1385). تصویر استنباط شده ازایران به عنوان یک مقصد گردشگری، مجله پژوهشی دانشگاه اصفهان، دوره 21، شماره 2: 80-69.
    5. رنجبریان، بهرام؛ رشید کابلی، مجید؛ صنایعی، علی و حدادیان، علیرضا (1391). تحلیل رابطه بین ارزش درک شده، کیفیت درک شده، رضایت مشتری و قصد خرید مجدد در فروشگاه های زنجیره ای تهران،مدیریت بازرگانی، دوره 4، شماره 11: 70 -55.
    6. زنگنه، یعقوب و شمس الله زاده، یاسر (1391). بررسی و تحلیل نقش تصویر مقصد در توسعه صنعت گردشگری (مطالعه موردی: کلان شهر تبریز)، نشریه علمی پژوهشی جغرافیا و برنامه ریزی، دوره 16، شماره 41: 168- 153.
    7. فراتی، حسن؛ جوکار، علی اکبر و حسینی بنی جمال، فاطمه (1393). ارائه الگویی جهت ارزیابی عوامل موثر  بر تبلیغات شفاهی مثبت در مدیریت بنگاه های اقتصادی شهری( مطالعه موردی: بانک انصار شهر بروجرد)، فصلنامه جغرافیا و برنامه ریزی شهری چشم انداز زاگرس، دوره 6، شماره 19: 148-146.
    8. فنی، زهره؛ برغمدی، مجتبی؛ اسکندرپور، مجید و سلیمانی، منصور (1391). سنجش میزان رضایتمندی گردشگران شهر گرگان. فصلنامه علمی پژوهشی مطالعات مدیریت گردشگری، دوره 7، شماره 20: 48- 31.
    9. کاظمی، مصطفی؛ پور، سمیرا؛ سعادت یار، فاطمه سادات و بیطرف، فاطمه (1390). تاثیر تصویر ذهنی گردشگران بر ارزش ادراک شده از شهرهای ساحلی دریای خزر با تاکید بر نقش واسط کیفیت عوامل ادراک شده،مجله پژوهش و برنامه ریزی شهری، دوره 2، شماره 6: 34- 19.
    10. کروبی، مهدی (1390). رسانه­های ارتباط جمعی و انتخاب مقصد گردشگری، فصلنامه علمی پژوهشی مطالعات گردشگری، دوره 7، شماره20: 136-111.
    11. منصوری موید، فرشته و سلیمانی، سمیرا (1391). ابزارهای بازاریابی و تصویر ذهنی گردشگران از مقصد، فصلنامه علمی پژوهشی مطالعات مدیریت گردشگری، دوره 7، شماره 18: 110-93.
    12. AbdulQader, I. K. (2008). Intention to Purchase Electronic Green Products amongst Lecturers: An Empirical Evidence, Master Thesis, University Sanis Malaysia, Malaysia.
    13. Anderson, E.W. and Sullivon, M.W. (1993). The antecedents and consequences of  customer satisfaction for firms, Marketing  Science, 12(2): 125- 143.
    14. Andreassen, T.W. and Linderstad, B. (1998). Customer loyalty and complex services: The impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service experience, International Journal of Service Industry Management, 9(1): 7-23.
    15. Arasli, H. and Salin, K. (2005). Customer service quality in the Greek Cypriot banking industry, Managing Service Quality, 15(6): 41- 56.
    16. Baloglu, S. and Mccleary, K. (1999). A model of destination image formation,Annals of Tourism Research, 26(4): 868-897.
    17. Beerli, A. and Martin, J.D. (2004). Factors influencing destination image, Annals of Travel Research, 31(3): 657-681.
    18. Bejou, D., Wray, B. and Ingram, T.N. (1996). Determinants of relationship quality: An artificial neural network analysis, Journal of Business Research, No. 36: 137-143.
    19. Bromley, B. (2001). Relationship between personal and corporate reputation, Journal of Marketing, 14(1): 316-334.
    20. Brown, G. (2009). Island tourism marketing music and culture, International Journal of Culture Tourism and Hospitality, 3(1): 25‐32.
    21. Cannière, M.H., De Pelsmacker, P. and Geuens, M. (2009).  Relationship quality and the theory of planned behavior models of behavioral intentions and purchase behavior, Journal of Business Research, No. 62: 82–92.
    22. Chang, T. and Wildt, A.R. (1994). Price, Product information, and purchase intention: an empirical study, Journal of the Academy of Marketing science, 22(1): 16-27.
    23. Chen, C. and Tsai, D.C. (2007). How destination image and evaluative factors affect behavioral intentions, Tourism Management, 28(4): 1115-1122.
    24. Chi, G. (2005). A Study of Developing Destination Loyalty Model, Doctoral dissertation, Oklahoma state university.
    25. Christina, G. and Hailin, Q. (2008). Examining the structural relationships of destination image, tourist satisfaction and destination loyalty, Tourism Management, No. 29: 624-639.
    26. Cronic, J., Brady, M. and Hult, G. (2000). Assessing the effects of quality, value and customer satisfaction on consumer behavioral intentions in service environments, Journal of Retailing, 76(2): 193–218.
    27. Destadl, I.J. and Jacobsen, Kr. S. (2011). The long &winding roads: perceived quality of scenic tourism routes, Tourism Management, No. 32: 780-789.
    28. Echtner, C.M. and Ritchie, J.R. (2003). The meaning and measurement of destination image, Journal of Tourism Study, 14(1): 37- 46.
    29. Gallarza, M. and Saura, I. (2002). Value dimensions, perceived value, satisfaction and loyalty: An investigation of university students travel behavior, Tourism Management, 27(3): 437- 452.
    30. Garcia, J., Tena, M. and Monzonis, J. (2006). Customer perceived value in banking service, International Journal of Behavioral Management, 24(5):266- 283.
    31. Gonzalez, M., Comesana, L. and Brea, J. (2007). Assessing tourist behavioral intentions through perceived service quality and customer satisfaction, Journal of Business Research, 28(4): 153-160.
    32. Han, H., Hsu, L.T.J., Lee, J.S. and Sheu, C. (2011). Are lodging customers ready to go green? An examination of attitudes, demographics, and eco-friendly intentions, International Journal of Hospitality Management, No. 30: 345–355.
    33. Heckman, R. and Guskey, A. (2009). Customer satisfaction with electronic service, International Journal of Electric Commerce, 10(4): 73-104.
    34. Hutchinson, J., Lai, F. and Wang, S. (2009). Understanding the relationships of quality, value, equity, satisfaction and behavioral intentions among golf travelers, Tourism Management, No. 30: 298-308.  
    35. Jankingthong,  M. and  Gonejanart, P. (2012). The relationships of factors affecting  post- purchase behavioral intentions in tourism sector, Silpakorn University Journal of Social Sciences, Humanities and Arts, 12(1): 72- 90.
    36. Jenkins, E.L. (2010). The Effect of Customization of Customer Loyalty Programs on Value and Loyalty Intention, Indiana Pursue University, Master of Science Thesis.
    37. Lai, W.T. and Chen, Ch.F. (2011). Behavioral intentions of public transit passengers: the role of service quality, perceived value, satisfaction and involvement, Transport Policy, 18(3): 318- 325.
    38. Lai, W.H. and Quang Vinh, N. (2012). A study of analyzing the selection of promotion activities and destination attributes in tourism industry in Vietnam from the perspective of tourism industrial service network (TISN), International Journal of Social and Human Sciences, No. 6: 330- 336.
    39. Mat som, A. and Badarneh, M. (2011). Tourist satisfaction and repeat visitation toward a new comprehensive model, International Journal of Social Sciences, 6(1): 38- 45.
    40. Mat som, A., Marzuki, A., Yousefi, M. and Abukhalifeh, A. (2010). Factors influencing visitors revisit behavioral intentions: A case study of Sabah, Malaysia, International Journal of Marketing Studies, 4(4): 39- 50.
    41. Mc Dougalt, G. and Levesque, T. (2000). Customer satisfaction with services: putting perceived value into the equation, Journal of Services Marketing, 14(5): 392-410.
    42. Meng, Sh. M., Liang, G. Sh. and Yang, Sh. H. (2011). The relationships of cruise image, perceived value, satisfaction and post- purchase behavioral intention on Taiwanese tourists, African Journal of Business Management, 5(1): 19- 29.
    43. Neal, J. and Gursory, D. (2008). A multifaceted analysis of tourism satisfaction, Journal of Travel Research, 47(1): 53- 62.
    44. Parasuraman, A., Zeithand, V.A. and Berry, L. L. (1994). Reassessment of expectations as a comparison standard in measuring service quality implications for further research, Journal of Marketing, 58(1): 111- 124.
    45. Thi ai cam, T. (2011). Explaining Tourists Satisfaction and Intention to Revisit Nha Trang, Vietnam, Master Thesis in Fisheries and Aquaculture Management and Economics (30 ECTS), The Norwegian College of Fishery Science University of Tromso, Norway and NhaTrang University, Vietnam.
    46. Wang, D., Chan, H. and Pan, S. (2009). The impact of mass media on organic destination image, Asia Pacific Journal of Tourism Research, 33(1): 312-332.
    47. Williams, P. and Soutar, G.N. (2009). Value, satisfaction and behavioral intentions in an adventure tourism context, Annals of Tourism Research, 36(3): 413- 438.
    48. Yang, Z. and Peterson, R.T. (2004). Customer perceived value, satisfaction and loyalty: the role of switching costs, Phycology and Marketing, 21(10): 111-125.
    49. Yoon, C.V. and Uysal, T. (2003). An examination of the effects of motivation and satisfaction on destination loyalty: a structural model, Tourism Management, 26(1): 47-56.
    50. Zabkar, V., Brencic, M. and Dmitrovic, T. (2010). Modeling perceived quality, visitor satisfaction and behavioral intentions at the destination level, Tourism Management, No. 31: 537- 546.
    51. Zeithamal, V.A. (1998). Consumer receptions of price, quality and synthesis of evidence, The Journal of Marketing, 52(3): 111-123.

     

Journal of Tourism Planning and Development
Volume 5, Issue 17
September 2016
Pages 128-145

Files

Share

How to cite

Statistics