The Effects of Mongolian Tourism Service Qualities on Foreign Visitors’ Satisfaction and Re-visit Intention: Moderating Effect of Destination Image

Abstract

This study is to examine the Mongolian tourism service qualities influence on foreign visitors satisfaction and the re-visit intention. This study also confirmed the moderating effect of destination image. We gathered surveys from 230 international tourists at the largest tourist attraction “Chinggis Khaan Statue complex” and “Tumen Ikh Ensemble” in Ulaanbaatar city, Mongolia. In order to test the
hypothesis, the relationship between tourism service quality and visitors’ satisfaction was verified by multiple regression analysis. Moderating effect of destination image between tourism service quality and visitors’ satisfaction was verified by moderation regression analysis. The results of this study as follows: 1) Monetary advantages and convenience advantages of the tourism
service qualities had a positive impact on foreign visitors’ satisfaction. In contrast, safety and security had a negative impact on visitors’ satisfaction. 2) The effect of convenience on visitors’ satisfaction was moderated differently by the levels of natural image and cultural image (high vs. low). 3) The higher visitors’ satisfaction was the higher re-visit intention got. The findings of this research help us to examine the effects regarding tourism service quality of Mongolia. That is, the findings can contribute to establishing marketing strategies to improve satisfaction of tourists, and, ultimately, raise revisit intention of them to Mongolia through providing services suitable to the image of Mongolian tourism. As a final point, since there are more factors in the quality of tourism services, it is a great need to study other tourism service quality.