|
Abstract:
Since the tourism market has been showing an increase in popularity, it is beneficial for tourism business managers, marketers and strategy planners to understand why people want to visit a destinations, what are the motivational attributes, what kind of experiences tourists have when they visit destinations, what types of perceived value people have after they visit, what is the level of satisfaction, if they have intentions to revisit or not, and the variables that influence tourists to revisit the destination. Therefore the purpose of the study was identify the relationship between travel motivational factors in predicting to tourists overall satisfaction and revisit intention. The sample of 100 tourists were selected from the Galle tourism zone, which is one of the best multi-attracting destination in Sri Lanka. Factor analysis was used to identify the travel motivational factors in Galle tourism zone. According to the results of the study, culture & social, novelty/adventure, amenities, recreation and relaxation were the travel motivational factors which influenced international tourists to visit Galle. Multiple regression analysis was used to identify the influence factors for international tourists' satisfaction. Results revealed that among five motivational factors culture & social, novelty/adventure and relaxation were considered significant determinants of the overall satisfaction of tourists. And according to results of the binary logistic model, international tourists who were satisfied with the overall image of Galle, were 7 times more likely to revisit than international tourists' who were dissatisfied.
|
