Badanie wizerunku i znajomości celu podróży, zachowań związanych z wyszukiwaniem informacji, zaangażowania oraz motywacji turystycznej jako czynników wpływających na lojalność ekoturysty wobec destynacji

Authors

  • Jing Yu Uniwersytet Technologii Petrochemicznych Prowincji Guangdong, Wyższa Szkoła Ekonomii i Zarządzania, Wydział Marketingu https://orcid.org/0000-0002-0142-6391
  • Azilah Kasim Uniwersytet Północnej Malezji, Wyższa Szkoła Turystyki, Hotelarstwa i Organizacji Imprez Masowych, Centrum Badań nad Turystyką i Hotelarstwem Wysp Langkawi https://orcid.org/0000-0002-2217-0989
  • Jayashree Sreenivasan Malezyjski Uniwersytet Multimedialny, Wydział Zarządzania https://orcid.org/0000-0001-8965-3152
  • Hisham Dzakiria Uniwersytet Północnej Malezji, Wyższa Szkoła Turystyki, Hotelarstwa i Organizacji Imprez Masowych, Centrum Badań nad Turystyką i Hotelarstwem Wysp Langkawi https://orcid.org/0000-0001-5492-1081
  • Ahsan Ul Haq Magray Uniwersytet Centralny w Kaszmirze, Wydział Turystyki https://orcid.org/0000-0003-4520-1167

DOI:

https://doi.org/10.18778/0867-5856.30.2.12

Keywords:

lojalność wobec destynacji, wizerunek destynacji, znajomość destynacji, zachowania związane z wyszukiwaniem informacji, zaangażowanie, motywacja turystyczna

Abstract

Praca ma na celu zbadanie wpływu wybranych czynników, które w przeszłości nie cieszyły się dużym zainteresowaniem badaczy, na lojalność ekoturystów wobec destynacji w kontekście ekoturystyki w kraju rozwijającym się. Czynniki te to: wizerunek i znajomość celu podróży, zachowania związanie z wyszukiwaniem informacji, zaangażowanie oraz motywacja turystyczna. Badanie zostało przeprowadzone na miejscu z udziałem grupy turystów odwiedzających Malezję, których poproszono o wypełnienie kwestionariusza ankiety. Wielkość próby wyniosła 813 osób, co odpowiada wskaźnikowi reakcji w wysokości 47%. Postawione hipotezy zostały zweryfikowane przy użyciu modelu równań strukturalnych. Odkryto, że choć nie istnieje zależność liniowa pomiędzy badanymi zmiennymi a lojalnością wobec destynacji, uzyskane wyniki są źródłem pewnych sugestii dotyczących zarządzania w branży.

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Published

2020-12-30

How to Cite

Yu, J., Kasim, A., Sreenivasan, J., Dzakiria, H., & Ul Haq Magray, A. (2020). Badanie wizerunku i znajomości celu podróży, zachowań związanych z wyszukiwaniem informacji, zaangażowania oraz motywacji turystycznej jako czynników wpływających na lojalność ekoturysty wobec destynacji. Turyzm/Tourism, 30(2), 113-127. https://doi.org/10.18778/0867-5856.30.2.12

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