Topic The support of local communities plays a significant role in the world heritage site (whs) conservation and the development of heritage tourism. this study aims to better understand the community support for sustainable tourism development by explor

Nội dung text: Topic The support of local communities plays a significant role in the world heritage site (whs) conservation and the development of heritage tourism. this study aims to better understand the community support for sustainable tourism development by explor

1. Therefore, a few researchers explored the relationship of travel experience and preference for destinations or destination choice that had affected by tourist motivation and perception. The literature still suffers from a lack of empirical studies that investigate whether the relationship of travel experience, inner motives and attitude toward destination. Therefore, the specific objective is to analyze and measure degree of influence of travel experience on inner motives and tourist attitude toward destination of those who are from the same place and travelling to cultural destination namely Hue. Therefore, the finding of study will help corporate managers formulate better strategies that fit specific characteristics of paticular destinations. 2. Literature review Model of consumers’ behavior in tourism Consumers’ behaviosr in tourism are behaviors that are related to the consumption of tourism services, that are manifested in searching, buying, using and evaluating tourism services in order to satisfy certain needs of tourists. Trần Minh Đạo (2012) argued that consumers’ behaviors are all the behaviors that are performed by consumers in the consumption process. Consumers’ behaviors are a complex process since they are rooted in internal psychological factors. In tourism context, this process is made more and more complex due to the intrinsic characteristics of tourism services, i.e. intangibility, inseparation, v.v. (Correia et. al, 2007). Investigating consumers’ behavior refers to investigating how they make decisions on using existing resources, consuming products and services for satisfying individual needs (Kotler, 2000). Depend on information integration theory (IIT) from Anderson’s (1981, 1982), consumer decision making requires these basic steps: need recognizing, information searching, evaluating of alternatives, purchasing and post-purchasing. A theory of information integration is applied to attitudes and social judgments, based on a principle of information integration. This theory is able to be great meaning in the areas of learning, perception, judgment, decision making, and personality impressions, as well as attitude change. The information sources can be both internal (personal or travel experience) and external (news media, guide book, word-of- mouth,). The information-processing approach assumes that consumers are continuously looking for and processing information in order to improve the quality of their choices (Bettman, 1979). The typically logical connection between past travel experience and tourist motives as well as future travel behavior has not been studied widely. In the fact, travel experience has been found to influence on motives, behavior of tourist (Goodrich, 1978; Woodside and Lysonski, 1989). In addition, Mazursky 728
2. Travel experience Information on destination is of great importance to tourists and destination managers as well as the overall tourism industry (Nicoletta and Servidio, 2012). Searching for information is considered one of the main factors that determine destination choice (Jacobsen and Munar, 2012). Sources of information may be internal or external; or informal information from relatives and friends or formal information from brochures and tourism associations (Molina and Esteban, 2006). One particular feature is that returning visitors often do not want to find out more about external sources of information that they rely on their own experience; while external sources are basically useful for potential visitors (Fodness and Murray, 1997). Especially, Fodness and Murray (1997) emphasized that tourists’ seft-reported asessment of information sources in relation to the entirety of a journey. In everyday use experience can be seen as having two related meanings—the process of observing or perceiving, sensing, encountering or undergoing some event, and the knowledge gained from the accumulation of these encounters or perceptions. These themes of sensation, cognition, affective response, and memory are also repeated in the more formal definitions of experience that can be found in the tourism and related literatures. The recurring themes include the importance of experience being subjective, based on sensations, involving participation in activities, and resulting in learning or knowledge acquisition. A widespread acceptance that people are constantly striving to expand information sources with the desire to gain many benefits from their decision-making. Kerstetter and Cho (2004) showed the inconsistencies in some research results that as travel experience increases, the information searching decreases; while other studies show the opposite result. In fact, people who have travel experience could look for related information less and faster than the other people; because they can base their own privious information. Meanwhile the other research results indicated the amount of information resources does not necessarily need to be reduced based on their experience (Lehto et al., 2004), visitors in all situations increasingly use their needed information (Shanka and Taylor, 2004). Attitude toward destination Attitude toward a destination or a tourism service/product depicted psychologically biased, expressing positive or negative assessments of tourists when implementing a certain behavior (Ajzen , 1991). Attitude is understood as a reaction to an situation or a phenomenon positively or negatively. Accordingly, the attitude means to synthesize the knowledge, views, experiences, emotions, desires and reactions of individuals with that object. The attitude consists three components: 730
3. Measurement Each variable construct was measured using multiple items. The survey consisted of five parts covering the following issues: (1) tourist experience (six items were adopted from Jalilvand et.al. (2012); (2) tourists’ personal motives (eighteen items were adopted from Tezak et.al., (2012), Muntinda và Mayaka (2012), Oppewal et.al., (2015), Yoon and Uysal (2005); (3) attitude toward destination (three items were adopted from Jalilvand et. al., 2012). Item generation began with theory development and a literature review and all items were modified by the researcher. A seven-point rating scale (from 1 strongly disagree to 7 strongly agree) was employed to measure constructs. Data analysis Data collected from the main survey was analysed using the Statistical Package for Social Sciences (SPSS) and Analysis of Moments Structure (AMOS) software. Specifically, we used SPSS to generate descriptive and inferential statistics, and AMOS for the structural equation modelling procedure (Anderson & Gerbing, 1988). Structural equation modelling is one of the most standard and popular methods in social sciences and has been widely applied in tourism research to test complex models with several dependent and independent variables (Nunkoo, Ramkissoon, & Gursoy, 2013). 4. Data analysis, findings and discussion 4.1. Respondent profile Participants in the study are diverse in terms of demographic characteristics. Almost of half of the survey respondents (47.5%) aged between 25 to 44 years old, while the rest was spilt between the 18-24 age group (25.7%) and the 44-65 group (26.8%). There were some respondents over 65 years old participated in the survey, however their questionnaires were not valid for the analysis, as either they could not recall the experiences, or they were not the main decision-maker of the trips. The study sample was over dominated by female (68.9%), this could be because females were more approachable for the survey. The majority of respondents are married, which may be related to their ages. Most respondents are full-time employed (over 90%), among which office-workers, businessman/ businesswoman, and researchers make up the largest segments (31.7%, 19.7%, and 19.1% respectively). 4.2. Model analysis 4.2.1. Exploratory factor analysis Owing to low Corrected Item-Total Correlation, HDC6 and HDC11 were eliminated; exploratory factor analysis (EFA) was checked to reduce the number of travel motivation constructs to a more manageable number of underlying factors. 732
4. Factor Cronbach’s Measures Mean SD loading α Hue overall is good destination HTD1 .742 4.8958 1.24578 Factor 3: Exploration 4.875 .771 I look for new experiences and .816 4.8069 1.31697 feelings. HDC4 I want to get to know different .844 5.0174 1.39829 cultures. HDC1 I want to get to know the uniqueness of .620 4.6757 1.18462 different sub-cultures. HDC14 I want to look for fun places and enjoy .626 5.0000 1.28222 the luxury HDC5 Factor 4: Relaxation and social 4.647 .866 interaction I choose a destination according to 4.7683 1.55256 .752 current trends HDC13 I choose a destination to satisfy my 4.7413 1.39725 .752 curiosity. HDC12 I want to visit my friends and families. 4.2490 1.73310 .721 HDC9 I want to rest and relax. HDC10 .714 4.9595 1.54504 I want to show my status. HDC8 .704 4.2799 1.36012 I want to improve my health. HDC7 .728 4.1525 1.30980 I want to escape from my daily 5.0347 1.48453 .718 routines. HDC15 I want to interactions with my family 4.9903 1.49852 .584 HDC16 Factor 5: New things (NT) 4.265 .763 I want to meet with people who share .860 4.2510 1.47012 common interests with me HDC2 I want to experience some .838 4.2799 1.62215 adventurous feelings HDC3 (*1=totally disagree, 7= totally agree. Total variance explained = 64.08%. KMO measure = 0.80, Barlett’s test of sphericity p<0.000) 734
5. ● Hypotheses on tourist experience (H1, H2) Depend on the path analysis results above, past travel experience of Hanoi residents do not effect their exploration motive and attitude toward Hue destination as well owing to P_value > 0.05. Otherwhile travel experience significantly affect their motivation for relaxing and social interaction at p<0.05 or the effect of travel experience on relaxation and social-interaction became significant. In other words, visitor has more travel experience to Hue destination, they more create their own relaxation and social interaction. ● Hypotheses on tourist attitudes (H3) Tourist motivations especially the desire for exploration significantly affect their attitudes at p<0.00 and got the most influence with β=0.420. It means, the tourist has more motivation for exploring the different cultures and sbu-culture in Hue destination, they have more positive attitude or prefer this cultural destination. This resembles findings from Yoon and Uysal (2005), Jang and Wu (2006), Bui and Jolliffe (2011), Hsu et. al. (2009), Sangpikul (2008). Meanwhile, other motivations such as relaxation and social interaction are not influential on tourist attitudes that differ with research results from Mutinda and Mayaka (2011). Our findings confirm Correia and Pimpao (2008)’s study on tourist behaviour at a cultural destination. 5. Solutions and conclusion 5.1. Solutions Solutions for quality improvement at destinations in line with demands and main motives during the travel of tourists. It is shown from research results that Hanoians in general and local tourists in particular have demands of enjoying a tourism product which is made of many elements. Generally, tourists desire that their demands of discovery and relaxation will be satisfied when they arrive Hue. Especially, the motive of discovering unique characters of resources and regional culture has strongly affect the attitude and commitment of selection towards this destinations. Firstly, management and exploitation agencies of those destinations should preserve special characters and exploit the beauty of resources; simultaneously create new image of destinations in the eyes of tourists by adding and improving services. Secondly, travel agencies have built up many tourism programmes such as combination of beauty spots with same topics or diversified topics in order to serve different tourists; develop appropriate forms of tourism. Solutions for building up the brand name of destinations. Firstly, it is suggested to raise awareness on the role of the brand name of destinations in tourism business. State management agencies on tourism at central and local levels should 736
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