TITLE:
Domestic Travelers’ Perceived Value, Satisfaction and Loyalty Intentions
AUTHORS:
Ariunjargal Nergui, Odonchimeg Myagmarsuren, Khishigdalai Ulaankhuu, Erdenetuul Sereeter
KEYWORDS:
Perceived Value, Satisfaction, Loyalty, Adventure Tourism, Mongolia
JOURNAL NAME:
Open Journal of Business and Management,
Vol.11 No.3,
May
19,
2023
ABSTRACT: Because of globalization, the tourism industry has
developed rapidly, the hospitality industry has grown rapidly, and the variety
of tourism products has increased. The number of domestic travelers has
increased dramatically in recent years and has been creating an opportunity to
reduce foreign exchange flows. This study applied an existing PERVAL framework
and empirically examined the relationships between perceived value,
satisfaction, and loyalty intentions in Mongolian adventure tourism context.
This study examined questionnaires to determine the value of adventure travel
and was performed in order to assess acceptability, construct validity,
internal consistency, and measurement error of the instrument. For internal
consistency reliability, the Cronbach’s alpha for each group was higher than
0.70. These results showed that the questionnaires have good internal
consistency reliability and validity. We selected five types of perceived
travel value (functional, money, emotional, sociability, and novelty) as
independent variables, and two variables, satisfaction and loyalty, as
dependent variables to test proposed three hypotheses. The study revealed that
the value gained from a trip was positively correlated with satisfaction and
loyalty intentions.