The Effects of Motivation, Satisfaction and Revisit Intention of Tourists on Ayurvedic Tourist Hotels (With Special Reference to Galle District)
No Thumbnail Available
Date
2015
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Uva Wellassa University of Sri Lanka
Abstract
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.
Description
Keywords
Hospitality, Tourism and Events Management, Hotel Management, Ayurvedic Tourist, Tourism, Tourism Management, Tourism Industry