Safari Tourism: A Case Study on Tourist Loyalty

Abstract

Using Chiang Mai Night Safari, Thailand as a case, this research is to understand the relationship between service quality, place attachment, tourist satisfaction, and tourist loyalty. A two-stage sampling approach is used while proportionate stratified sampling is applied to determine the strata sample size. A convenient sampling approach selects the participants within each stratum that involves choosing every element after a random start. Four hundred of 450 questionnaires are usable and analyzed the study. The result suggests an effective intermediary between service quality and tourist satisfaction. This study also adds managerial implications concerning service/product differentiation and competitive advantage over competitors. Meanwhile, future studies on destination personality uniqueness of destination emotions are suggested.

Citation

Chen, W.-X., Wu, W.-C. and TC Huan, T.-C. (2011), "Safari Tourism: A Case Study on Tourist Loyalty", Chen, J.S. (Ed.) Advances in Hospitality and Leisure (Advances in Hospitality and Leisure, Vol. 7), Emerald Group Publishing Limited, Leeds, pp. 49-70. https://doi.org/10.1108/S1745-3542(2011)0000007007