Effect of service quality on visitor satisfaction, destination image and destination loyalty – practical, theoretical and policy implications to avitourism

• Published in: Consumer Behavior in Tourism and Hospitality 2019-12, Vol.14 (1), p.83-101
• Main Authors: M, Dileep Kumar, Govindarajo, Normala S, Khen, Mae Ho Seok
• Format: Article
• Language: English
• Subjects: Animal cognition; Animals; Biodiversity; Bird watching; Consumer behavior; Content analysis; Ecosystem services; Ecotourism; Human factors; Hypotheses; Image quality; Infrastructure; Model testing; National parks; Natural resources; Niches; Perceptions; Qualitative analysis; Qualitative research; Quality of service; Quantitative analysis; Quantitative research; Sampling; Tourism; Tourists; Travel; Wildlife tourism
• ISSN: 1750-6182; 2752-6666; 1750-6190; 2752-6674
• DOI: 10.1108/IJCTHR-04-2019-0066

Purpose Tourism researchers proposed that service quality dimensions of tourist destinations can contribute in developing a favorable or unfavorable image among travelers which affect visitors’ loyalty or disloyalty as well as destination image. However, such claims are seldom evaluated into in avitourism locations, which are a niche tourism, but fast growing. The purpose of this study is to examine the relationship between service quality, visitor satisfaction and destination image and destination loyalty among avian tourists. Design/methodology/approach Following a positivist research philosophy with a quantitative, cross-sectional descriptive study design, the study addressed five direct and two indirect relationships in the model. The research followed expectation dis-confirmation theory of Gartner to test the theoretical model. Following purposive sampling, a sample of 384 international avitourists was collected from five avitourism locations of Malaysia. The study applied SmartPLS SEM to analyze the data. Findings The results show that the service quality provided by the park management has a positive impact on visitor satisfaction, destination image and destination loyalty. The study also shows partial mediation effect of visitor satisfaction on destination image and destination loyalty among avitourists. The study extends practical, policy and theoretical implications to the stakeholders of avitourism. Research limitations/implications The study limits the possibility for generalization of the findings into five avitourism sites located in three states of Malaysia. Hence, the scope of the study needs to be augmented with samples from more regions to meet the expected generalization. Add to the point, this study lacks qualitative data observations to get an in-depth understanding of the issues pertaining to visitor’s expectations on serviced quality, satisfaction, destination image and loyalty. Hence, it is suggested that more qualitative research interventions need to be made with the tools of in-depth interviews, content analysis and with the method of focus group discussions and Delphi applications. Practical implications This study provides the park management a clearer understanding on service quality critical factors in enhancing the satisfaction of avian tourists and building a better avitourism destination image and destination loyalty. The avitourism park management may look into the services for these niche tourists, as these resources are