Cultural Values of Tourists as Moderators of the Satisfaction-Loyalty Link: An Empirical Investigation in the Hospitality and Tourism Context

• 영문명: Cultural Values of Tourists as Moderators of the Satisfaction-Loyalty Link: An Empirical Investigation in the Hospitality and Tourism Context
• 발행기관: 한국무역연구원
• 저자명: 우징원(Jingwen Wu) 김고운(Ko-Woon Kim)
• 간행물 정보: 『무역연구』제20권 제2호, 119~138쪽, 전체 20쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2024.04.30

영문 초록

Purpose - The role of customer satisfaction in predicting customer loyalty has attracted a great deal of attention from academics and practitioners in recent years. However, there have been limited empirical studies on this topic, particularly in the context of Korean tourism. Additionally, since tourists typically come from diverse cultural backgrounds, they may present a wide range of subsequent attitudes and behaviors, even after identical tourism experiences. This implies that the relationship between satisfaction and loyalty may appear vastly different in different tourists. In this vein, the purpose of the present paper is twofold: (1) to empirically examine the association between tourist satisfaction and tourist loyalty, and (2) to explore cultural values as potential moderators of the aforementioned tourist satisfaction-tourist loyalty link, namely long-term orientation and cultural intelligence. Design/Methodology/Approach - Using the expectancy disconfirmation paradigm as a theoretical backdrop, the present study proposed and tested the research hypotheses. Data were collected from a web-based survey of 400 tourists visiting South Korea. Findings - The findings of this study indicated that tourist satisfaction with a trip was positively related with tourist loyalty. The findings further revealed that the long-term orientation of tourists positively moderates the tourist satisfaction and tourist loyalty relationship, yet this moderating impact of long-term orientation varies in accordance with the level of cultural intelligence of tourists. Research Implications - With the increased recognition of importance of tourism in South Korea’s trade, this paper enhances the current understanding of the tourist satisfaction-tourist loyalty link and provides important insights into tourism management.

목차

Ⅰ. Introduction

Ⅱ. Literature Review

Ⅲ. Methodology

Ⅳ. Results

Ⅴ. Conclusion

References

키워드

Cultural Intelligence Long-Term Orientation Moderated Moderation Model Tourist Loyalty Tourist Satisfaction