Analyzing the Perceived Relationship between Motivation and Satisfaction for Rural Tourists in a Digital World
Rural tourism is usually associated with rural
development because it has strong linkages to rural resources; but it
remains underdeveloped compared to urban tourism. This
underdevelopment of rural tourism serves as a motivation for this
study whose aim is to examine the factors affecting the perceived
satisfaction of rural tourists. The objectives of this study are: to
identify and design theories and models on rural tourism satisfaction,
and to empirically validate these models and theories through a
survey of tourists from the Malealea Lodge which is located in the
Mafeteng District, in the Mountain Kingdom of Lesotho. Data
generated by the collection of questionnaires used by this survey was
analyzed quantitatively using descriptive statistics and correlations in
SPSS after checking the validity and the reliability of the
questionnaire. The main hypothesis behind this study is the
relationship between the demographics of rural tourists, their
motivation, and their satisfaction, as supported by existing literature;
except that motivation is measured in this study according to three
dimensions: push factors, pull factors, and perceived usefulness of
ICTs in the rural tourism experience. Findings from this study
indicate that among the demographics factors, continent of origin and
marital status influence the satisfaction of rural tourists; and their
occupation affects their perceptions on the use of ICTs in rural
tourism. Moreover, only pull factors were found to influence the
satisfaction of rural tourists.
[1] C. R. Goeldner and J. R. B. Ritchie, Tourism: Principles, practices, and
philosophies, 12th Ed: Wiley, New York, 2011
[2] J. Singh, Ecotourism: International Publishing house pvt, tt: New Delhi,
2010
[3] E. Alyward, “Rural tourism development: proposing an integrated model
of rural stakeholder network relationships,” In IAM conference 2009,
2nd- 4th September, Galway Mayo institute of technology, 2009
[4] E. Simkova, “Strategic approaches to trural tourism and sustainable
development of rural areas”. Agricultural Economics Czech Republic
Vol. 53 pp. 263-270, 2007.
[5] A. G. Turtureanu, Tourism products: characteristics and forms. Vol.
1(1), pp. 141-157, 2005.
[6] J. Holland, M. Burian, and L. Dixey, Tourism in poor rural area;
Diversifying the product and expanding the benefits in rural Uganda and
the Czech Republic, PPT working paper 12, pp. 1-38, 2003.
[7] B. AL-allak, evaluating the adoption and the use of Internet-based
marketing Information systems to improve marketing Intelligence,
International Journal of Marketing Studies, Vol 2 (2), pp. 87-101, 2010.
[8] H. Skoko, B. K. Skoko, M. Skare, and A. Ceric; “ICT adoption models
of Australia and Croatian SMMEs”, managing global transitions, Vol 4
(1), pp. 25-40, 2006.
[9] S. E. Iso-Ahola, Toward a social psychological theory of tourism
motivation: a rejoinder. Annals of Tourism Research, Vol. 9, pp. 256–
262, 1982.
[10] G. M. S. Dann, Anomie, ego-enhancement and tourism. Annals of
Tourism Research, Vol. 4(4), pp. 184-194, 1977.
[11] J. L. Crompton. Motivations for pleasure vacation. Annals of Tourism
Research, Vol. 6, pp. 408–424, 1979
[12] C. Goossens, Tourism information and pleasure motivation. Annals of
Tourism Research Vol. 27, pp. 301–321, 2000.
[13] M. S. Sapari, A. Shuib, S. Ramachandran, and S. Herman. Analysis of
Tourists Satisfaction Models, pp. 1-10. 2000.
[14] H. Oh, “Service Quality, Customer Satisfaction and Customer Value: A
Holistic Perspective”. International Journal of Hospitality Management,
Vol. 18, pp. 67-82, 1999.
[15] R. A. Spreng, and R. D Mackoy, “An empirical examination of a model
of perceived service quality and satisfaction”, Journal of Retailing, Vol.
722, pp. 201-14, 1996.
[16] R. Oliver. Cognitive, affective, and attribute bases of the satisfaction
response Journal of Consumer Research 20 December, pp. 418-430,
1993.
[17] N. Seth, S. G., Deshmukh, and P. Vrat, Service Quality Models: A
Review. International Journal of Quality & Reliability Management,
2004. Vol. 22 No. 9, 2005 pp. 913-949.
[18] R. Oliver. A Cognitive Model of the Antecedents and Consequences of
Satisfaction Decisions. Journal of Marketing Research 1980. Vol, 17,
pp. 460-69.
[19] N Abd Aziz, M. Ariffin, A. A., Omar, N. A., & Yoon, S. K. An
Investigation of International and Domestic Tourists’ Satisfaction in
Heritage Context: Implications for Destination Marketing, Journal
Pengurusan, Vol. 33 pp. 61-76, 2011
[20] R. C Mannell, and S. E. Iso-Ahola, Psychological nature of leisure and
tourism experience. Annals of Tourism Research, Vol 14, pp. 314-331,
1987.
[21] M.I. Zhou. Exploration of factors associated with tea culture and tea
tourism in United States, China, and Taiwan, pp. 1-110, 2011.
[22] M. Salleh, K. Omar, and A.R. Mahmmod. Tourists satisfaction in
Malaysia, International Journal of Business and Social Science, Vol 4, 5,
pp. 221-226, 2013.
[23] J. Alegre and J. Garau. Tourist satisfaction and dissatisfaction. Annals of
Tourism Research Vol, 37, 1, pp. 52-73, 2010
[24] A. P. M. Som, A. Marzuki, M. Yousefi and A. N. AbuKhalifeh. Factors
influencing visitors’ revisit behavioural intentions: A case study Sabh,
Malaysia. International Journal of marketing studies, Vol 4, 4, pp. 39-50,
2012. L.
[25] M. Devesa, M. Languna and A. Palacious. The role of motivation in
visitor satisfaction: Empirical evidence in rural tourism. Tourism
management, Vol 31, pp. 547-552, 2009
[26] Naing, T. Winn, and B. Rusli. "Practical issues in calculating the sample
size for prevalence studies." Archives of Orofacial Sciences, vol 1, pp:
9-14, 2006
[27] M. Basher, and A. Ali Ajloni, “Motivating foreign tourists to visit the
rural site in Jordan, village of Petra,” Australian Journal of Business and
Management Research, vol. 2, no. 5, pp. 1-7, 2012
[28] P. Haldar, “Rural tourism – Challenges and opportunities,” Iinternational
marketing conference on marketing & society, IIMK 8-10 April,
Kozhikode: Indian institute of management Kozhikode, 2007, pp11-129.
[29] J. Pesonen, and R. Komppula, “Rural wellbeing tourism: Motivations
and expectations,” (Online) Journal of hospitality and tourism
management, vol.17, no. 1, pp. 150- 157, 2010.
[30] H. Madhavan, and R. Rastogi, Social and psychological factors
influencing destination preferences of domestic tourists in India,
Leisure, Studies, DOI:10.1080/02614367.2011.632781, 2011.
[1] C. R. Goeldner and J. R. B. Ritchie, Tourism: Principles, practices, and
philosophies, 12th Ed: Wiley, New York, 2011
[2] J. Singh, Ecotourism: International Publishing house pvt, tt: New Delhi,
2010
[3] E. Alyward, “Rural tourism development: proposing an integrated model
of rural stakeholder network relationships,” In IAM conference 2009,
2nd- 4th September, Galway Mayo institute of technology, 2009
[4] E. Simkova, “Strategic approaches to trural tourism and sustainable
development of rural areas”. Agricultural Economics Czech Republic
Vol. 53 pp. 263-270, 2007.
[5] A. G. Turtureanu, Tourism products: characteristics and forms. Vol.
1(1), pp. 141-157, 2005.
[6] J. Holland, M. Burian, and L. Dixey, Tourism in poor rural area;
Diversifying the product and expanding the benefits in rural Uganda and
the Czech Republic, PPT working paper 12, pp. 1-38, 2003.
[7] B. AL-allak, evaluating the adoption and the use of Internet-based
marketing Information systems to improve marketing Intelligence,
International Journal of Marketing Studies, Vol 2 (2), pp. 87-101, 2010.
[8] H. Skoko, B. K. Skoko, M. Skare, and A. Ceric; “ICT adoption models
of Australia and Croatian SMMEs”, managing global transitions, Vol 4
(1), pp. 25-40, 2006.
[9] S. E. Iso-Ahola, Toward a social psychological theory of tourism
motivation: a rejoinder. Annals of Tourism Research, Vol. 9, pp. 256–
262, 1982.
[10] G. M. S. Dann, Anomie, ego-enhancement and tourism. Annals of
Tourism Research, Vol. 4(4), pp. 184-194, 1977.
[11] J. L. Crompton. Motivations for pleasure vacation. Annals of Tourism
Research, Vol. 6, pp. 408–424, 1979
[12] C. Goossens, Tourism information and pleasure motivation. Annals of
Tourism Research Vol. 27, pp. 301–321, 2000.
[13] M. S. Sapari, A. Shuib, S. Ramachandran, and S. Herman. Analysis of
Tourists Satisfaction Models, pp. 1-10. 2000.
[14] H. Oh, “Service Quality, Customer Satisfaction and Customer Value: A
Holistic Perspective”. International Journal of Hospitality Management,
Vol. 18, pp. 67-82, 1999.
[15] R. A. Spreng, and R. D Mackoy, “An empirical examination of a model
of perceived service quality and satisfaction”, Journal of Retailing, Vol.
722, pp. 201-14, 1996.
[16] R. Oliver. Cognitive, affective, and attribute bases of the satisfaction
response Journal of Consumer Research 20 December, pp. 418-430,
1993.
[17] N. Seth, S. G., Deshmukh, and P. Vrat, Service Quality Models: A
Review. International Journal of Quality & Reliability Management,
2004. Vol. 22 No. 9, 2005 pp. 913-949.
[18] R. Oliver. A Cognitive Model of the Antecedents and Consequences of
Satisfaction Decisions. Journal of Marketing Research 1980. Vol, 17,
pp. 460-69.
[19] N Abd Aziz, M. Ariffin, A. A., Omar, N. A., & Yoon, S. K. An
Investigation of International and Domestic Tourists’ Satisfaction in
Heritage Context: Implications for Destination Marketing, Journal
Pengurusan, Vol. 33 pp. 61-76, 2011
[20] R. C Mannell, and S. E. Iso-Ahola, Psychological nature of leisure and
tourism experience. Annals of Tourism Research, Vol 14, pp. 314-331,
1987.
[21] M.I. Zhou. Exploration of factors associated with tea culture and tea
tourism in United States, China, and Taiwan, pp. 1-110, 2011.
[22] M. Salleh, K. Omar, and A.R. Mahmmod. Tourists satisfaction in
Malaysia, International Journal of Business and Social Science, Vol 4, 5,
pp. 221-226, 2013.
[23] J. Alegre and J. Garau. Tourist satisfaction and dissatisfaction. Annals of
Tourism Research Vol, 37, 1, pp. 52-73, 2010
[24] A. P. M. Som, A. Marzuki, M. Yousefi and A. N. AbuKhalifeh. Factors
influencing visitors’ revisit behavioural intentions: A case study Sabh,
Malaysia. International Journal of marketing studies, Vol 4, 4, pp. 39-50,
2012. L.
[25] M. Devesa, M. Languna and A. Palacious. The role of motivation in
visitor satisfaction: Empirical evidence in rural tourism. Tourism
management, Vol 31, pp. 547-552, 2009
[26] Naing, T. Winn, and B. Rusli. "Practical issues in calculating the sample
size for prevalence studies." Archives of Orofacial Sciences, vol 1, pp:
9-14, 2006
[27] M. Basher, and A. Ali Ajloni, “Motivating foreign tourists to visit the
rural site in Jordan, village of Petra,” Australian Journal of Business and
Management Research, vol. 2, no. 5, pp. 1-7, 2012
[28] P. Haldar, “Rural tourism – Challenges and opportunities,” Iinternational
marketing conference on marketing & society, IIMK 8-10 April,
Kozhikode: Indian institute of management Kozhikode, 2007, pp11-129.
[29] J. Pesonen, and R. Komppula, “Rural wellbeing tourism: Motivations
and expectations,” (Online) Journal of hospitality and tourism
management, vol.17, no. 1, pp. 150- 157, 2010.
[30] H. Madhavan, and R. Rastogi, Social and psychological factors
influencing destination preferences of domestic tourists in India,
Leisure, Studies, DOI:10.1080/02614367.2011.632781, 2011.
@article{"International Journal of Business, Human and Social Sciences:69662", author = "N. P. Tsephe and S. D. Eyono Obono", title = "Analyzing the Perceived Relationship between Motivation and Satisfaction for Rural Tourists in a Digital World", abstract = "Rural tourism is usually associated with rural
development because it has strong linkages to rural resources; but it
remains underdeveloped compared to urban tourism. This
underdevelopment of rural tourism serves as a motivation for this
study whose aim is to examine the factors affecting the perceived
satisfaction of rural tourists. The objectives of this study are: to
identify and design theories and models on rural tourism satisfaction,
and to empirically validate these models and theories through a
survey of tourists from the Malealea Lodge which is located in the
Mafeteng District, in the Mountain Kingdom of Lesotho. Data
generated by the collection of questionnaires used by this survey was
analyzed quantitatively using descriptive statistics and correlations in
SPSS after checking the validity and the reliability of the
questionnaire. The main hypothesis behind this study is the
relationship between the demographics of rural tourists, their
motivation, and their satisfaction, as supported by existing literature;
except that motivation is measured in this study according to three
dimensions: push factors, pull factors, and perceived usefulness of
ICTs in the rural tourism experience. Findings from this study
indicate that among the demographics factors, continent of origin and
marital status influence the satisfaction of rural tourists; and their
occupation affects their perceptions on the use of ICTs in rural
tourism. Moreover, only pull factors were found to influence the
satisfaction of rural tourists.
", keywords = "Digital world, Motivation, Rural tourism,
Satisfaction.", volume = "9", number = "2", pages = "676-7", }
