Жуулчдын сэтгэл ханамжид нөлөөлж буй хүчин зүйлсийг тодорхойлох нь (Монгол улсад аялсан жуулчдын судалгаа)

Abstract

This study aims to study international tourists’ perceptions towards the quality of tourism service provided at two tourist sites in Mongolia and to measure tourist satisfaction by examining the impact of the quality of tourism products on overall tourist satisfaction moderated by destination image. In this research, six hypotheses were developed for the purpose of the research model. The empirical data were collected from the international tourists via a questionnaire that yielded 230 usable surveys at the “Chinggis Khaan Statue Complex” and “Tumen EkhEnsemle” in Ulaanbaatar, Mongolia. The data was analyzed by using regression analysis to determine the relationship between service quality and tourist satisfaction. In addition, a moderating effect of destination image between service quality and tourist satisfaction was verified by regression analysis. The findings confirmed that quality of service directly impacted tourist satisfaction throughout destination facilities. Moreover, the monetary advantages and convenience advantages of the quality of tourism service had a positive impact on tourist satisfaction. On the contrary, safety and security were more concerned construct which had a negative impact on tourists’ satisfaction. Study findings supported the evidence that higher satisfaction reflects positively on the high revisit intention. The effect of convenience on tourist satisfaction was moderated differently by the level of a natural and cultural image. The findings of this research support that service quality plays an important role in tourism and it is a crucial factor to increase the level of tourist satisfaction. Moreover, the research result provided theoretical and managerial implications based on the findings to tourism practitioners by presenting recommendations for further studies.