Prabandhan: Indian Journal of Management

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

A Study on Destination Loyalty of Tourists at the UNESCO World Heritage Site : A Case Study of Old Goa in India


Affiliations
1 Dean, School of Hospitality & Tourism, Galgotias University, Greater Noida - 201 310, Uttar Pradesh, India
2 Associate Professor, School of Hospitality & Tourism, Galgotias University, Greater Noida - 201 310, Uttar Pradesh, India
3 Assistant Professor, School of Business, Galgotias University, Greater Noida - 201 310, Uttar Pradesh, India
     

   Subscribe/Renew Journal


This study investigated the factors influencing tourist destination loyalty towards the UNESCO World Heritage Site of Old Goa. This study used a quantitative research approach to collect the information from the tourists at the heritage site. Three hundred ninety respondents participated in the survey. Further, exploratory factor analysis (EFA) revealed three factors, that is, Site Attributes (SA), Accessibility and Transportation Facilities (ATF), and Destination Amenities (DA). Moreover, the findings of this study conducted at the heritage site also showed a high level of overall satisfaction among the visiting tourists. According to the findings of linear regression, there was a strong positive link between the selected destination features and visitors’ destination loyalty. An importance-performance analysis (IPA) was performed in the study to assess the destination’s significant strengths and shortcomings. Understanding the underlying factors that lead to tourists’ loyalty is expected to offer the necessary insights for destination managers to espouse destination management and marketing strategies.

Keywords

Destination Loyalty (DL), Site Attributes (SA), Accessibility and Transportation Facilities (ATF), Destination Amenities (DA), Importance-Performance Analysis (IPA), Old Goa Heritage Site.<

JEL Classification Codes : D12, M20, Z32.

Paper Submission Date : June 10, 2021 ; Paper Sent Back for Revision : February 13, 2022 ; Paper Acceptance Date : March 20, 2022 ; Paper Published Online : April 15, 2022.

User
Subscription Login to verify subscription
Notifications
Font Size

  • Abdulla, A., & Suresh, K. (2017). Onward ho! Studying place emotions, language style, and social tendencies in travel blogs. Prabandhan: Indian Journal of Management, 10(6), 7–28. https://doi.org/10.17010/pijom/2017/v10i6/115370

  • Andriotis, K. (2011). Genres of heritage authenticity : Denotations from a pilgrimage landscape. Annals of Tourism Research, 38(4), 1613–1633. https://doi.org/10.1016/j.annals.2011.03.001

  • Bandaru, R., & Venkateshwarlu, H. (2020). Foreign tourists' revisit intention approach applied in the Indian tourism market. Indian Journal of Marketing, 50(4), 43–54. https://doi.org/10.17010/ijom/2020/v50/i4/151572

  • Bhatnagar, E., & Nim, D. (2019). Impact of housekeeping services and practices on customer satisfaction and repeat business. Prabandhan: Indian Journal of Management, 12(8), 46–57. https://doi.org/10.17010/pijom/2019/v12i8/146417

  • Bowitz, E., & Ibenholt, K. (2009). Economic impacts of cultural heritage–Research and perspectives. Journal of Cultural Heritage, 10(1), 1–8. https://doi.org/10.1016/j.culher.2008.09.002

  • Carreira, V., Gonzalez-Rodriguez, M. R., & Diaz-Fernandez, M. C. (2022). The relevance of motivation, authenticity and destination image to explain future behavioural intention in a UNESCO World Heritage Site. Current Issues in Tourism, 25(4), 650–673. https://doi.org/10.1080/13683500.2021.1905617

  • Castellanos-Verdugo, M., Vega-Vázquez, M., Oviedo-García, M. Á., & Orgaz-Agüera, F. (2016). The relevance of psychological factors in the ecotourist experience satisfaction through ecotourist site perceived value. Journal of Cleaner Production, 124, 226–235. https://doi.org/10.1016/j.jclepro.2016.02.126

  • Census. (2011, December). Goa population census data 2011. https://www.census2011.co.in/census/state/goa.html

  • Chan, A., Hsu, C. H., & Baum, T. (2015). The impact of tour service performance on tourist satisfaction and behavioral intentions: A study of Chinese tourists in Hong Kong. Journal of Travel & Tourism Marketing, 32(1–2), 18–33. https://doi.org/10.1080/10548408.2014.986010

  • Cong, L., Wu, B., Morrison, A. M., Shu, H., & Wang, M. (2014). Analysis of wildlife tourism experiences with endangered species: An exploratory study of encounters with giant pandas in Chengdu, China. Tourism Management, 40, 300–310. https://doi.org/10.1016/j.tourman.2013.07.005

  • Creswell, J. W. (2008). Research design: Qualitative, quantitative, and mixed methods. Sage Publications.

  • De Souza, C. A., & Pai, M. S. (2013). Corporate social responsibility: A study of the hospitality industry in Goa. Prabandhan: Indian Journal of Management, 6(8), 5–13. https://doi.org/10.17010/pijom/2013/v6i8/60020

  • Department of Tourism. (2016, May 18). Tourist arrivals (year wise). http://goatourism.gov.in/statistics/225

  • Edward, M., & George, B. (2008). Tourism development in the state of Kerala, India: A study of destination attractiveness. European Journal of Tourism Research, 1(1), 16–38. https://doi.org/10.54055/ejtr.v1i1.7

  • Filipović, N. (2018). Intangible cultural heritage as a motive for choosing the tourist destination Aranđelovac. Menadžment u hotelijerstvu i turizmu, 6(1), 53–62. https://doi.org/10.5937/menhottur1801053F

  • Glasson, J., & Therivel, R. (2013). Introduction to environmental impact assessment. Routledge. https://doi.org/10.4324/9781315881218

  • Gursoy, D., Chen, J. S., & Chi, C. G. (2014). Theoretical examination of destination loyalty formation. International Journal of Contemporary Hospitality Management, 26(5), 809–827. https://doi.org/10.1108/IJCHM-12-2013-0539

  • Hamid, A. H., Mohamad, M. R., & Suki, N. M. (2021). Tourists' revisit intention to UNESCO world heritage sites in a developing nation: Investigating the mediating role of place dependence. Journal of Vacation Marketing, 27(2), 119–132. https://doi.org/10.1177/1356766720969739

  • Hosany, S., & Prayag, G. (2013). Patterns of tourists' emotional responses, satisfaction, and intention to recommend. Journal of Business Research, 66(6), 730–737. https://doi.org/10.1016/j.jbusres.2011.09.011

  • Junio, M. M., Kim, J. H., & Lee, T. J. (2017). Competitiveness attributes of a medical tourism destination: The case of South Korea with importance-performance analysis. Journal of Travel & Tourism Marketing, 34(4), 444–460. https://doi.org/10.1080/10548408.2016.1182454

  • Kamat, S. B. (2011). Village tourism as a key to meet the challenge of sustaining tourism in Goa. Prabandhan: Indian Journal of Management, 4(6), 19–25. http://doi.org/10.17010/pijom/2011/v4i6/62492

  • Kara, N. S., & Mkwizu, K. H. (2020). Demographic factors and travel motivation among leisure tourists in Tanzania. International Hospitality Review, 34(1), 81–103. https://doi.org/10.1108/IHR-01-2020-0002

  • King, V. T., & Parnwell, M. J. (2011). World heritage sites and domestic tourism in Thailand: Social change and management implications. South East Asia Research, 19(3), 381–420. https://doi.org/10.5367/sear.2011.0055

  • Konwar, J., & Chakraborty, D. K. (2015). Tourism and its associated aspects in the River Island Majuli, Assam: A study from the perspective of visitors. Prabandhan: Indian Journal of Management, 8(7), 41–50. http://doi.org/10.17010/pijom/2015/v8i7/72348

  • Lee, Y. - J. (2015). Creating memorable experiences in a reuse heritage site. Annals of Tourism Research, 55, 155–170. https://doi.org/10.1016/j.annals.2015.09.009

  • Liburd, J. J., & Becken, S. (2017). Values in nature conservation, tourism and UNESCO World Heritage Site stewardship. Journal of Sustainable Tourism, 25(12), 1719–1735. https://doi.org/10.1080/09669582.2017.1293067

  • Martilla, J. A., & James, J. C. (1977). Importance - performance analysis. Journal of Marketing, 41(1), 77–79. https://doi.org/10.1177/002224297704100112

  • Martins, M. (2015). The tourist imagery, the destination image and the brand image. Journal of Tourism and Hospitality Management, 3(2), 1–14. https://doi.org/10.15640/jthm.v3n2a1

  • Metaxas, T. (2009). Place marketing, strategic planning and competitiveness: The case of Malta. European Planning Studies, 17(9), 1357–1378. https://doi.org/10.1080/09654310903053539

  • NSW Heritage Office. (2002). Local government heritage guidelines. https://www.environment.nsw.gov.au/-/media/OEH/Corporate-Site/Documents/Heritage/local-government-heritage-guidelines.pdf

  • O'Leary, S., & Deegan, J. (2005). Ireland's image as a tourism destination in France: Attribute importance and performance. Journal of Travel Research, 43(3), 247–256. https://doi.org/10.1177/0047287504272025

  • Pillai, S. K., Kamat, K., Scaglione, M., D'Mello, C., & Weiermair, K. (2017). Exposition of St. Francis Xavier's holy relics in Goa: An importance-performance analysis. International Journal of Religious Tourism and Pilgrimage, 5(1), Article 7. https://doi.org/10.21427/D7TD8T

  • Rahman, M. S., & Abdullah, M. B. (2014). How does experience impact domestic tourists' satisfaction? Testing the mediating role of service quality. Indian Journal of Marketing, 44(12), 19–31. https://doi.org/10.17010/ijom/2014/v44/i12/80008

  • Raj, H. (2015). Old Goa: A heritage city. Urban threats and revival strategies. Research Gate, 2–7. https://doi.org/10.13140/RG.2.1.4982.8565

  • Ramires, A., Brandao, F., & Sousa, A. C. (2018). Motivation-based cluster analysis of international tourists visiting a World Heritage City: The case of Porto, Portugal. Journal of Destination Marketing & Management, 8, 49–60. https://doi.org/10.1016/j.jdmm.2016.12.001

  • Richards, G. (2016). Cultural tourism. In, Archaeological displays and the public (pp. 1–11). Routledge. https://doi.org/10.4324/9781315434575

  • Ritchie, B. W., Tkaczynski, A., & Faulks, P. (2010). Understanding the motivation and travel behavior of cycle tourists using involvement profiles. Journal of Travel & Tourism Marketing, 27(4), 409–425. https://doi.org/10.1080/10548408.2010.481582

  • Silva, F., & Fernandes, P. (2010, November). Using importance-performance analysis in evaluating institutions of higher education: A case study. In, 2010 International Conference on Education and Management Technology (pp. 121–123). IEEE. https://doi: 10.1109/ICEMT.2010.5657689

  • Smith, M., & Puczkó, L. (2012). Budapest: From socialist heritage to cultural capital? Current Issues in Tourism, 15(1–2), 107–119. https://doi.org/10.1080/13683500.2011.634898

  • Sotiriadis, M. (2017). Pairing intangible cultural heritage with tourism: The case of Mediterranean diet. EuroMed Journal of Business, 12(3), 269–284. https://doi.org/10.1108/EMJB-07-2016-0019

  • Sthapit, E., & Björk, P. (2017). Relative contributions of souvenirs on memorability of a trip experience and revisit intention: A study of visitors to Rovaniemi, Finland. Scandinavian Journal of Hospitality and Tourism, 19(1), 1–26. https://doi.org/10.1080/15022250.2017.1354717

  • Taylor, K. (2009). Cultural landscapes and Asia: Reconciling international and Southeast Asian regional values. Landscape Research, 34(1), 7–31. https://doi.org/10.1080/01426390802387513

  • Timothy, D. J. (2011). Chapter 3. The heritage supply: attractions and services. In, Cultural heritage and tourism: An introduction (pp. 46–82). Channel View Publications. https://doi.org/10.21832/9781845411787-007

  • Triarchi, E., & Karamanis, K. (2017). Alternative tourism development: A theoretical background. World Journal of Business and Management, 3(1), 35–54. https://doi.org/10.5296/wjbm.v3i1.11198

  • UNESCO. (1972). Convention concerning the protection of the world cultural and natural heritage. https://whc.unesco.org/en/conventiontext/

  • Verma, M., Verma, A., & Khurana, S. (2018). Influence of travel motivation and demographic factors on tourist participation in world's largest mass religious gathering - The Kumbh Mela. Prabandhan: Indian Journal of Management, 11(8), 7–19. https://doi.org/10.17010/pijom/2018/v11i8/130641

  • Wang, C., Zhang, J., Sun, J., Chen, M., & Yang, J. (2020). Public environmental facilities: Hygiene factors for tourists' environmental behaviour. Environmental Science & Policy, 106, 40–47. https://doi.org/10.1016/j.envsci.2020.01.009

  • Wu, T. - C., Xie, P. F., & Tsai, M. - C. (2015). Perceptions of attractiveness for salt heritage tourism: A tourist perspective. Tourism Management, 51, 201–209. https://doi.org/10.1016/j.tourman.2015.05.026

  • Yankholmes, A. K., & Akyeampong, O. A. (2010). Tourists' perceptions of heritage tourism development in Danish‐Osu, Ghana. International Journal of Tourism Research, 12(5), 603–616. https://doi.org/10.1002/jtr.781


Abstract Views: 243

PDF Views: 0




  • A Study on Destination Loyalty of Tourists at the UNESCO World Heritage Site : A Case Study of Old Goa in India

Abstract Views: 243  |  PDF Views: 0

Authors

Rajiv Mishra
Dean, School of Hospitality & Tourism, Galgotias University, Greater Noida - 201 310, Uttar Pradesh, India
Vikas Singh
Associate Professor, School of Hospitality & Tourism, Galgotias University, Greater Noida - 201 310, Uttar Pradesh, India
Namrata Mishra
Assistant Professor, School of Business, Galgotias University, Greater Noida - 201 310, Uttar Pradesh, India

Abstract


This study investigated the factors influencing tourist destination loyalty towards the UNESCO World Heritage Site of Old Goa. This study used a quantitative research approach to collect the information from the tourists at the heritage site. Three hundred ninety respondents participated in the survey. Further, exploratory factor analysis (EFA) revealed three factors, that is, Site Attributes (SA), Accessibility and Transportation Facilities (ATF), and Destination Amenities (DA). Moreover, the findings of this study conducted at the heritage site also showed a high level of overall satisfaction among the visiting tourists. According to the findings of linear regression, there was a strong positive link between the selected destination features and visitors’ destination loyalty. An importance-performance analysis (IPA) was performed in the study to assess the destination’s significant strengths and shortcomings. Understanding the underlying factors that lead to tourists’ loyalty is expected to offer the necessary insights for destination managers to espouse destination management and marketing strategies.

Keywords


Destination Loyalty (DL), Site Attributes (SA), Accessibility and Transportation Facilities (ATF), Destination Amenities (DA), Importance-Performance Analysis (IPA), Old Goa Heritage Site.<

JEL Classification Codes : D12, M20, Z32.

Paper Submission Date : June 10, 2021 ; Paper Sent Back for Revision : February 13, 2022 ; Paper Acceptance Date : March 20, 2022 ; Paper Published Online : April 15, 2022.


References





DOI: https://doi.org/10.17010/pijom%2F2022%2Fv15i4%2F169248