The Effect of Destination Image on Tourist Satisfaction ...

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before they make the trip [11]. Finally, it can be used as a distribution channel for tourism destinations [20]. Fotis,. Buhalis, and Rossides [21] claim that social ...
The Effect of Destination Image on Tourist Satisfaction, Intention to Revisit and WOM: An Empirical Research in Foursquare Social Media Majid Mohammad shafiee Assistant Professor, Department of Management, University of Isfahan, Isfahan, Iran [email protected] Reihaneh Alsadat Tabaeeian MSc, Department of Management, University of Isfahan, Isfahan, Iran [email protected] Hoda Tavakoli MSc, Department of Management University of Isfahan, Isfahan, Iran [email protected] Abstract— Creating positive image of the destination through internet and social media and improve the image can affect tourists satisfaction and their intention to revisit the destination. The aim of this study is to investigate the relationship among destination image, overall image, tourism Satisfaction, intention to revisit recommend in the foursquare that is a social media for sharing information . The purpose of this research is applied and descriptive. The sample of this study includes of domestic and foreign users of Foursquare. For collecting data we use web questionnaire and Finally 165 questionnaires were collected. Structural equation modeling (SEM) was employed to test the research model. According to the results, all dimensions of Destination image have significant and positive effect on overall image and overall image has significant and positive effect on satisfaction and intention to revisit destination and Word Of Mouth in Foursquare. The effect of tourism satisfaction on intention to revisit and Word Of Mouth in Foursquare is positive and significant. The findings of this research will lead to better understanding of factors that improve e-tourism. Keywords: destination image, satisfaction, intention to revisit, word of Mouth

I. INTRODUCTION Tourism is now the leading industry in the world [1]. It generates large amounts of revenue and helps other sectors of the economy including retail, transportation, and construction. Recently, the development of tourism has been widely adopted, especially in developing countries where governments have taken relevant initiatives [2]. Various studies investigate the impact of tourism on economic growth in many countries [3, 4]. According to Moreira and Iao [5], there is global competition between tourist destinations. This fierce competition in the tourism industry requires that desirable images of destinations be created and maintained. Destination images play a critical role in evaluation behavior or travel behavior regarding destination section, intention to revisit, and intention to share word of mouth [6]. Individuals like to retain their overall understanding of a travel destination, which is known as a destination image. Destination image includes beliefs, emotions, understandings, and knowledge of a destination such as direct information that obtain by traveling to the destination as well as indirect

information from reference groups, tourism channels, social media, or the Internet. The importance of creating destination images for managers lies in the fact that they play a vital role in the decisions and behaviors of tourists [7, 8]. Furthermore, studies show that the attraction of a destination image, which varies for each person, is more dependent on emotions and perceptions, rather than facts [9, 10]. Abodeeb, Wilson, and Moyle [11] studied how destination images are formed for foreign and domestic tourists. Kozak [12] concluded that satisfied tourists like to share their experiences with friends and family. Tourist satisfaction is an important factor which contributes to intention to revisit a destination and recommending it to others [13]. For instance, Qu et al. [14] found that the overall destination image is a critical mediator in the relationship between brand associations and tourist behaviors in the future. Furthermore, Hanzaee and Saeedi [15] demonstrated that the relationship between destination brand associations and tourist behaviors in the future is mediated by the overall image. Although many studies consider the topic of destination image, research on destination image formation as well as its impact on intention to revisit and tourist satisfaction through websites and social networks has been scarce [16]. Buhalis and Amaranggana [17] examined the impact of online information sources and social networks on attitudes. Kladou and Mavragani [18] analyzed tourist reviews on TripAdvisor in terms of destination image dimensions. The results showed that the majority of comments pertain to the cognitive dimension of the destination, followed by the affective and conative dimensions. Given the current potential of tourism in Iran, the industry can have a key role in the economic development of the country and generate considerable amounts of revenue. Destination image begins to impact tourist behavior from the moment a destination is selected. Therefore, it is necessary that destination marketing efforts commence at the same time and create a positive image of the destination. Iran faces limitations in terms of advertising. The Internet can be a useful tool in the process of destination image formation which is used by many marketers for the purpose of advertising [19]. E-tourism facilitates a number of activities, 1

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including provision of information, encouraging travel, and making reservations. It also helps tourists imagine their destination and have a more accurate image of the destination before they make the trip [11]. Finally, it can be used as a distribution channel for tourism destinations [20]. Fotis, Buhalis, and Rossides [21] claim that social networks are more trusted than widespread advertisements and tourism websites. This discussion gives rise to one question: Does creating an appropriate destination image in social networks impact on tourist satisfaction, intention to revisit, and word of mouth in these networks? The objective of this study is to determine how the dimensions of destination image impact tourist satisfaction and intention to revisit in the social network Foursquare. This social mobile app allows friends to share experiences and recommend places such as restaurants and malls. In addition, users can find relevant information on and images of different restaurants, café’s, shopping centers, streets, and cities. II. THEORETICAL BACKGROUND A. Destination Image A destination image refers to a set of associations held by individuals about a destination [22]. Images can be defined as reflections of certain shared meanings, beliefs, and value systems [23, 24]. A destination image is an interactive system of thoughts, beliefs, emotions, imaginations, and intentions toward a destination [25]. Destination images can be perceived differently according to the nationality and culture of tourists [26]. Numerous studies examine the impact of destination image on different dimensions such as tourist loyalty [27] and word of mouth [28]. Gartner [29, 30] as well as Echtner and Ritchie [31] argue that destination image is a multidimensional concept with three dimensions: cognitive, affective, and conative image. Based on the theory of destination image, cognitive and affective images reveal mental dependencies or perceptions of individuals regarding a destination [10, 29, and 32]. Using the definition by Gartner [29], in this paper, we identify three dimensions for destination image: (1) the affective dimension covering the feelings and emotions of tourists about a destination [33, 34]; (2) The cognitive dimension covering the collection of beliefs and knowledge that reflect by the perceived characteristics of a destination [35]; and (3) the conative dimension covering the idealistic future people want for themselves [36]. B. Overall Image: A Mediator Variable The overall image is obtained as the result of interactions between destination image components [30 37]. Destination characteristics ultimately lead to the formation of an overall mental image of the destination. According to previous investigations, an overall image is composed of cognitive beliefs (i.e. knowledge regarding to destination attitudes) and affective emotions (i.e. feelings toward the destination) [9, 38].

In a study by Fakeye and Crompton [39], overall image was shown to be greater than the sum of its components. In this paper, based on previous works, the relationships between three components of destination image and overall image are examined [14, 40]. Visitors having positive overall images, as the set of cognitive, affective, and conative images, are more likely to revisit a destination and recommend it to others. Therefore, overall image can mediate the relationship between destination image and tourist behavior [14, 41]. C. Tourist Satisfaction The extent to which customers feel happy about the ability of vendors to meet their needs and expectations is known as satisfaction [42]. The most prominent definition of satisfaction was proposed by Oliver [43]. According to this author, customer satisfaction is the result of evaluating the difference between customer expectations and received quality. Satisfaction is an assessment of tourist experience, which has been widely studied in the context of tourism [44, 45]. Once the obtained value outweighs price, time, and effort, customers become satisfied [46]. Song, Van der Veen, Li, and Chen [47] also argue that satisfied tourists constitute important sources of information for satisfying potential tourists and play a vital role in tourism marketing. The concept of satisfaction has attracted considerable attention from scholars due to its positive impact on profits, loyalty, and repeat business in the future [48, 49, and 50]. In previous works, a multitude of factors are identified as influencing tourist satisfaction, including destination image and motivation [51, 52]. In marketing, the costs associated with retaining customers are lower than those of attracting new customers. Therefore, it is less expensive to keep current tourists satisfied than it does to attract new ones. D. Overall Destination Image and Tourist Satisfaction The significance of overall destination image lies in its impact on critical tourism constructs such as satisfaction. Destination image has been studied extensively, which is a result of its complex nature as well as its important impact on tourist decision-making process, future behaviors, and the selection of criteria to evaluate satisfaction [53]. Numerous studies demonstrate that destination image positively influences tourist satisfaction [44, 51, 54, and 55]. More positive images lead to higher degrees of satisfaction [56, 57]. Creating a positive mental image of a destination through social media causes tourists to have positive evaluations with regard to their expectations being met. In other words, creating this positive attitude toward the destination will lead to higher tourist satisfaction. E. Overall Destination Image, Intention to Revisit, and Word of Mouth The positive image created by previous visit(s) entices individuals to want to revisit a destination. Thus, overall destination image has a positive impact on tourist behaviors

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including destination selection and intention to revisit [6, 38, 58-59]. Also, destination image has been shown to impact several factors such as intention to revisit and word of mouth both directly and indirectly through tourist satisfaction [51, 54, and 60]. In previous works, it is demonstrated that a desirable destination image leads to increased tourist satisfaction [25, 61- 62]. Furthermore, Alcaniz et al. [6] point out that destination image affects the desire to recommend the destination to friends and family. Individuals with more positive mental images of a destination are more likely to have stronger intentions to revisit and vice versa. F. Tourist Satisfaction, Intention to Revisit, and Word of Mouth Tourist satisfaction impacts behavioral intentions. As an important instrument for evaluating experiences, it profoundly affects the choice of destination, consumption of products and services, future intentions to revisit, and recommendation to others [13, 51, and 54]. That is to say, intention to revisit is dependent on tourist satisfaction [63]. Um, Chon, and Ro [64] demonstrated that intention to revisit is a form of satisfaction. As proven in many studies, satisfaction leads to repeat purchase of a product or word of mouth for that product [51, 65, and 66]. Hui et al [67] indicate that satisfied tourists have been shown to return to a destination and recommend it to their friends and family. Moreover, tourist satisfaction has been reported to result in intention to revisit through trust [68]. Based on these findings, it is argued that tourist satisfaction increases the likelihood of revisiting as well as providing word of mouth in social networks. To this point, the significance of destination image in tourist satisfaction has been established. Furthermore, we postulate that destination image may increase the likelihood of revisits as well as the intention to use positive word of mouth and recommend the destination on Foursquare. Using the conceptual model in Figure (1), the study sets out to investigate these factors. Learning the effects of these factors enables superior planning efforts to improve destination images and promote tourism in social networks. The conceptual model of the study is shown in Figure 1.

Fig. 1. The conceptual model

The following are hypothesized: H1. Affective destination image positively influences overall image on Foursquare. H2. Cognitive destination image positively influences overall image on Foursquare. H3. Conative destination image positively influences overall image on Foursquare. H4. Overall destination image positively influences expressions of satisfaction on Foursquare. H5. Overall destination image positively influences expressions of intention to revisit on Foursquare. H6. Overall destination image positively influences recommendations and word of mouth on Foursquare. H7. Tourist satisfaction mediates the relationship between overall destination image and expressions of intention to revisit on Foursquare. H8. Tourist satisfaction mediates the relationship between overall destination image and word of mouth on Foursquare. III. METHODOLOGY This paper presents a descriptive study with applied objective which is based on structural equations. Content validity is used to confirm the validity of the questionnaire. To this end, five experts in the field of tourism were asked to review and evaluate the questionnaire in terms of item wording, order of items and the scale of answers. Finally, after several rounds of revisions and a pilot test on 30 individuals, the final version of the instrument was obtained. A Web questionnaire was designed to ask of domestic and foreign users of Foursquare for their perceptions of a range of variables including the nature of cognitive image, effective image, conative image, overall image, satisfaction, intention to revisit and recommendation. Data were collected through Foursquare. In this process, out of 250 questionnaires sent to the users about in 6 major city (Tehran, Mashhad, Rasht, Shiraz, Isfahan and Tabriz) located in Iran. A total of 250 questionnaires were collected and some had to be rejected because they were not correctly filled in, finally resulting in a sample of 165 valid respondents. The research model includes seven factors and each factor is measured with multiple items. All items were adapted from extant literature to improve content validity. All items were measured with a five-point Likert scale ranging from extremely disagree (1) to extremely agree (5). We have adapted the measurement items for all the constructs in the research models from the existing literature. The study uses a scale of fourteen items was adapted from Stylos and Andronikidis [35] to measure cognitive image. Five items scale for effective image construct was developed from Baloglu, & Mangaloglu [69]. Conative image was measured through a four items scale was adapted from Huitt & Cain [70] and Sheldon & Elliot [71]. One scale for overall image was developed from Echtner and Ritchie [72]. Four items scale for satisfaction construct was developed from Gursoy & Gavcar [73]. Four items scale for intention to revisit

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the best gift I can offer myself Feel happy about the trip Feel satisfied about the trip Better understanding of 0.711 Satisfaction history and culture after the trip Feel that expectation before the trip has been met Intention to revisit tourism destination Intend to travel intention to again to 0.788 destination revisit The possibility to travel sometime The next vacations place Say positive things about 0.82 destination WOM Recommend destination to friends/family

was developed from Quintal and Polczynski [74] and two items scale for recommendation was developed from Chi & Qu [51] and Bhattacherjee [75]. The statistical procedures and measures used in this paper are methodologies recommended by Hair et al. [76] and Khong and Richardson [77]. The procedures and measures, in chronological order, are: reliability analysis, confirmatory factor analysis, and structural equation modeling (SEM). Convergent validity of the constructs was demonstrated using Average Variance Extracted (AVE), while reliability was confirmed using two commonly used standard methods, namely Cronbach’s alpha and Composite Reliability (CR). According to Cronbach [78], acceptable values of alpha are greater than 0.7. Also, Fornell and Larcker [79] consider that AVE need to be greater than 0.5 and According to Bagozzi and Yi [80] CR values need to be greater than 0.6, respectively. Based on these values, the instrument has adequate reliability and validity. TABLE I. CONSTRUCT MEASUREMENT MODEL Construct Items

Affective image

Cognitive image

Conative image

RELIABILITY AN VALIDITY MEASURES OF THE Average Composite Cronbach Variance Reliability 's alpha extracted

Enjoyable place Exciting place Relaxing place 0.788 Pleasant place Friendly place Good reputation Natural environment Political stability Good quality of infrastructure Quality of life Cleanliness Availability of hotels and lodgings Safe place to 0.750 travel Family-oriented destination Shopping opportunities Interesting culture Interesting historical place Good climate Beautiful landscape Have a dream to visit during my lifetime Expresses as a suitable vacation choice Helps put in use knowledge (i.e. 0.871 history, geography, philosophy) Positive attributes that vacations is

0.488

0.308

0.720

Source

Baloglu, & Mangaloglu (2001)

0.794

0.524

0.631

0.843

0.915

Gursoy & Gavcar, (2003)

Quintal and Polczynski (2010)

Chi & Qu, 2008 Bhattacherj ee 2001

IV. FINDINGS In terms of gender, 64 percent of the respondents were male whereas the remaining 36 percent were female. The majority of the respondents (i.e. 57 percent) had undergraduate degrees followed by Master’s degree (28 percent) and Ph.D. (15 percent).

0.999 Stylos & Andronikidi s (2013)

Fig. 2. Results of path analysis

0.528

0.650

Huitt & Cain, 2005

By analyzing the collected data using PLS software, Figures 2 and 3 were obtained as the output. In order to examine the significance of the causal relationships, two partial indices namely p-value and t-value were used at 0.05significance and t-value must be greater than 1.96; thus, smaller values are not considered significant. Furthermore, pvalues that are smaller than 0.05 are indicative of a significant 4

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difference between the calculate regression weights and zero with 0.95 confidence. The causal paths together with regression coefficients and t-values can be seen in Table 2.

Fig. 3. Result of T-values

TABLE II. SUMMARY OF HYPOTHESIS TESTING AND RESULTS Hypot hesis

Path

Β

T-Value

Result

H1

AFI → OVI

0.41***

10.5

Supported

H2

CGI → OVI

0.47***

10.85

Supported

H3

CNI → OVI

0.39***

6.14

Supported

H4

OVI → ST

0.69***

17.67

Supported

H5

OVI → ITR

0.44***

10.24

Supported

H6

OVI → RC

0.37***

5.02

Supported

H7

ST

→ ITR

0.4***

6.75

Supported

H8

ST

→ RC

0.65***

15.89

Supported

All tests are directional t-tests of the critical ratios of the regression weight estimates over the estimates of their standard errors provided in the SPSS and PLS output. As shown in table 3, all of eight paths specified in the hypothesized model are found to be statistically significant. When critical-ratios are in the range of -1.96 to 1.96, the hypothesis will reject [76]. As indicated in table 2, the relationship between Affective image and overall image was significant (β= 0.41, T= 10.5), supporting H1. This finding indicates that Affective image is significant predictors of overall image. Additionally, the path coefficients from cognitive image constructs to the overall image were positive and significant (β= 0.47, T= 10.85), supporting H2 and conative image had a significant effect on overall image (β= 0.39, CR= 6.14), supporting H3. Overall image also had a positive and significant influence on satisfaction (β= 0.69, T= 17.67), supporting H4. The linkage between overall image with intention to revisit was positive as well (β= 0.44, CR= 10.24) that supporting H5 and the relationship between overall image and recommendation was significant (β= 0.44, CR= 10.24), supporting H6. These

findings indicated that overall image is necessary to enhance these constructions. According to Hypothesis H7 and H8 satisfaction had significant effect on intention to revisit (β= 0.4, CR= 6.75) and recommendation (β= 0.65, CR= 15.89). V. DISCUSSION AND CONCLUSION An analysis of the structural equations revealed that all of the hypotheses are supported. This implies that the components of destination image positively influence overall image, and creating overall image through these dimensions, in social networks is facilitated. As evident in Table 2, the cognitive dimension has the largest impact on overall image. The impact of overall image on word of mouth through tourist satisfaction as a mediator variable is greater than the direct impact. Nevertheless, the direct impact of overall image on intention to revisit is slightly larger than the indirect impact through tourist satisfaction. The findings of this paper are consistent with recent studies in context of tourism. For instance, Stylos et al. [40] also found that destination image variables positively impact overall image and that overall image has a positive impact on intention to revisit. Additionally, studies by Lee and Bai [81], Kim and Lee [82], and Chew and Jahari [83] verify the impact of destination image on intention to revisit. The relationship between destination image and tourist satisfaction is also confirmed by Ramseook-Munhurrun et al. [27]. Finally, Hosany and Prayag [84] establish that a positive relationship exists between tourist satisfaction and word of mouth. All managers, at different levels of the organization, need to consider tourism at both national and regional levels. This requires extended provision of information and presence on social media. Therefore, the need to improve the Internet and telecommunication infrastructure of the country is evident. Another effective measure is to create databases for virtual tourism capable of storing information and pictures from various tourist destinations of the country and the world. Moreover, educating the public on the use of social media as a means to promote tourist destinations can also prove quite effective. Improved housing, facilities, and destination image are helpful as well. The objective of this study was twofold: (1) to analyze how the dimensions of destination image, i.e. cognitive, affective, and conative as well as overall image influence tourist satisfaction; and (2) to investigate the impact of overall destination image on intention to revisit and share word of mouth through the mediator variable tourist satisfaction. The required data were collected using an online questionnaire while the relationships were examined using structural equations. The findings indicate that the three dimensions of destination image in social networks influence overall image. Furthermore, overall image was found to influence tourist satisfaction as well as the expression of intention to revisit and sharing word of mouth on Foursquare. Increased satisfaction

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entices tourists to express their intentions to revisit and recommend the destination to others. Most studies in this area mainly focus on the impact of destination image on organizational satisfaction and intention to revisit and ignore e-tourism. In this paper, a new perspective on the creation of destination images was presented, which uses social networks. As a result, tourists are more likely to convey positive opinions about a destination and recommend it to others as a sign of satisfaction. This, ultimately, helps to reduce the costs associated with the development of tourism in the country. E-tourism creates employment opportunities in various industries such as hoteling, transportation, and handy crafts. It also leads to sustained development. As in any other research project, a number of limitations can be identified for this study. Firstly, this study was conducted on Iranian users; thus, generalizing the findings to other developing countries requires caution. Secondly, because respondents answered the questions based on their own understanding, mistakes and biases are likely to have occurred. Finally, the study was cross-sectional and only considered in a certain duration of time. The questionnaire of the study was only distributed among Iranian users on Foursquare. It is suggested that future works extend the population to include users of other social networks. Moreover, considering other factors such as attitudes and user loyalty as well as investigating the impact of social networks on economic development are other avenues for future studies. REFERENCES [1] A.P.M. Som, and M.B. Badarneh, “Tourist satisfaction and repeat visitation; toward a new comprehensive model,” International Journal of Human and Social Sciences, Vol. 6 No. 1, pp. 38-45, 2011. [2] A. Bansbardi, M. Rahimi Zade, H. Assadi, and A. Mahmud, “The connection between motives with tourist satisfaction of Tehran skiing resorts,” sport management journal, Vol. 5, No. 3, pp. 53-69, 2013. [3] P. Moreira, and C. Iao, “A Longitudinal Study on the Factors of Destination Image, Destination Attraction and Destination Loyalty,” International Journal of Social Sciences, Vol. 3, 2014. [4] C. Webster, and S. Ivanov, “Transforming competitiveness into economic benefits: does tourism stimulate economic growth in more competitive destinations?” Tourism Management, Vol. 40, No. 1, pp. 137-140, 2014. [5] E. Alcaniz, I. Sanchez, and S. Blas, “The functional psychological continuum in the cognitive image of a destination: a confirmatory analysis,” Tourism Management, Vol. 30, pp. 715-723, 2009. [6] M. Kozak, J. C. Crotts, and R. Law, “The impact of the perception of risk on international travelers,” International Journal of Tourism Research, Vol. 9, No. 4, pp. 233-242, 2007. [7] S. Pike, and C. Ryan, “Destination positioning analysis through a comparison of cognitive, affective, and conative perceptions,” Journal of Travel Research, Vol. 42, No. 4, pp. 333-342, 2004.

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