Research Symposium-2015

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Browsing Research Symposium-2015 by Subject "Ayurvedic Tourist"

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    The Effects of Motivation, Satisfaction and Revisit Intention of Tourists on Ayurvedic Tourist Hotels (With Special Reference to Galle District)
    (Uva Wellassa University of Sri Lanka, 2015) Dilhani, H.A.A.; Ranasinghe, J.P.R.C.
    Present era of 21st century has become globalized and changing rapidly. In the hotel industry, satisfaction of guests has regarded as an important indicator of revisit intention. All the hotels engage in providing quality service are expecting revisit intention of guests. In the composite world to have a change for the busy life, people motivate to travel different destinations to get relaxation and escape from usual environment. Health and Wellness Tourism is popular among tourists those who are seeking treatments for their body and mind. They are tending to Ayurvedic Tourism which is providing by the Ayurvedic Tourist Hotels where all the Ayurvedic Treatments and medicines available to the guests. Motivation and satisfaction are two concepts widely studied in tourism literature, the relevance of these constructs being derived from their impact on tourist behavior but which focus at tourism in general (Mohammad, T et al, 2011). Different people are having different motives for buying product or a service. By identifying their motivation factors hotels can design their products which can attract more customers. Satisfaction of tourists, especially of seeking to create loyal customers and develop their markets is very important. The important point is satisfaction comes from the comparison from their expectations with the services they receive and this comparison is based their understanding which in many cases not with reality. (Mohammad, T et al, 2011). According to Bindu T and, C. Kanagaraj, (2013) enhancing tourist satisfaction should be one of the main aims of destination marketers as it is a perquisite for developing strategies to enhance the destination’s attractiveness and its competitive positioning. Satisfaction may also relate directly to the consumer’s needs and motives, they should also be included. By including travel motives and perception of attributes at the destination it is possible to have a better understanding about why people intended to recommend and revisit. Thereby the motivation, satisfaction and revisit intention greatly influence on each. As such hotels often consider on maintain the hotel attributes to satisfy and building a long term relationship with customers while understanding their motivation factors lying on the journey. The growth in tourism is well anticipated as evident in the researches and analyses conducted by experts and relevant organizations in this industry. Therefore subject of concurrent studies on motivation, satisfaction and revisit intention in the hotel industry. Therefore, this research was conducted to examine the relationship between motivation, satisfaction, and revisit intention of tourists on Ayurvedic Tourist Hotels in Galle District. Methodology This study has been done by using quantitative techniques. In order to that, primary data was collected from 80 tourists who have visited Ayurvedic Tourist Hotels which have registered under the SLTDA in Galle area with the purpose of getting Ayurvedic treatments. Data are collected through the questionnaires. There are 04 registered Ayurvedic Tourist Hotels in Galle District which facilitates highest number of Ayurvedic tourists hotels was selected as the sample and from each hotel 20 tourists were selected random manner and 100% respondent rate has been achieved. Pearson rank correlation and multiple regression analysis have used for data analyzing by using SPSS version 21 software. Results and Discussion Results revealed that there is a high positive relationship between motivation and attribute satisfaction and correlation coefficient is r = 0.77. It says that when the Motivation of tourists increasing their attribute satisfaction on Ayurvedic Tourist Hotel is increasing. Further, it indicates that if they are highly motivate on getting Ayurvedic treatments, their satisfaction on hotel attributes such as Health Program, Staff Service Quality, Room Quality, Security, Value and General Amenities are increasing. Also it was identified that there is a strong positive correlation between Attribute Satisfaction and Revisit Intention which has been calculated r = 0.756 value and it says that when Attribute Satisfaction increases Revisit Intention of tourists have been increased. It implies that Ayurvedic Tourist Hotel attributes highly affected on get revisit intention of tourists to the hotel.