An Examination of The Effect of Iso-Ahola's Motivation Theory, Perceived Value, Destination Image, and Satisfaction on Tourists' Loyalty
Abstract
The current study aims to explain the interrelationship between the motivation and loyalty of domestic tourists by combining Iso-Ahola’s motivation theory with two additional variables, perceived value and destination image, as the new conceptual framework. The partial least squares structural equation modeling (PLS-SEM) approach has been a widely accepted method to evaluate and validate a complex model, combining Iso-Ahola’s motivation theory, perceived value, and destination image to predict domestic tourist loyalty. The data was collected from 554 domestic tourists who visit Dong Thap province. The study's findings revealed that Iso-Ahola's motivation and tourist satisfaction are core concepts for understanding tourist loyalty. In addition, tourist satisfaction had the strongest impact on tourist loyalty in this study. The current study took a unidimensional destination image and perceived value to understand domestic tourist loyalty. Future research should consider other constructs to understand tourist loyalty. The current study provided a new theoretical framework to evaluate and validate domestic tourist loyalty.
Downloads
Published
Issue
Section
License
e-Review of Tourism Research (eRTR) is an international electronic bulletin for tourism research (ISSN:1941-5842). It comprises current tourism research articles, commentaries and reviews by industry professionals. The materials are provided for the personal noncommercial use of registered users of the eRTR, free to individuals and institutions. Copies of articles may be distributed for research or educational purpose, free of charge and without permission. However, commercial use of the eRTR or the articles contained herein is expressly prohibited without the written consent of the publisher.
In consideration for publication of your work, if published on behalf of the eRTR, the author agrees to transfer the work to the eRTR, Department of Recreation, Park and Tourism Sciences, Texas A&M University, USA, including full and exclusive rights to publication in all media now known or later developed, including but not limited to electronic databases.
The authors represents and warrants:
- That the manuscript submitted is his/her own work;
- That the work submitted to the eRTR has not been previously published.