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Destination Image, Tourist Satisfaction and Destination Loyalty: A Case Study of Hue, Vietnam
(2016)
Several studies have confirmed the interrelationship among destination image, tourist satisfaction and destination loyalty, in which destination image and tourist satisfaction are believed to have great influences on the destination loyalty of tourists. Located in the central region of Vietnam, Hue holds great potential for tourism development and this destination has also obtained numerous significant tourism achievements over recent years.Nevertheless, there are still a lot of issues needed to be addressed by the destination managers in order to make Hue gain a better position and higher level of destination loyalty in the tourism market, in which successfully communicating an attractive destination image to the tourists and improving their satisfaction are the most important tasks. In fact, there exist very few researches concerning destination image, tourist satisfaction or even destination loyalty which have been done in Hue. Moreover, most of these studies are in very small scale and they only examine either the destination image or the tourist satisfaction or the destination loyalty independently. This paper, therefore, aims to deliver the first and comprehensive theoretical and empirical analysis of destination image, tourist satisfaction and destination loyalty as well as the causal relationship among them in the context of Hue. In this study, a destination loyalty research model was proposed and hypotheses were derived. The empirical data base on two tourist surveys with a total number of 2042 questionnaires collected in Hue in 2013 and 2014. In addition, ten experts were interviewed in different periods during the study. The results find that the tourists’ perceptions on the destination image of Hue are quite positive and the positive level is higher for those who completely have no earlier experience in Hue. It is also discovered that the destination is offering tourists with a pretty satisfactory experience, not as high as their initial expectations, but acceptable with positive ratings received from the tourists. However, if the destination is able to better communicate a positive image to tourists and improves the quality of its offers and services, the tourists’ satisfaction will be increased and thus the destination loyalty will also be enhanced. This finding supports the proposed destination loyalty model: (1) destination image directly influences attribute-satisfaction; (2) destination image and attribute-satisfaction are both direct influences of overall-satisfaction; and (3) overall-satisfaction in turn has a direct and positive impact on destination loyalty. The findings also confirm that attribute-satisfaction and destination image are also the direct influences of destination loyalty. Furthermore, the results add to the proposed loyalty model a new relationship: Destination image is influenced strongly by tourist overall-satisfaction and attribute-satisfaction. The outcomes of this research are expected to be used as a valuable reference for the local policy-makers, governmental agencies, tourism companies and other relevant stakeholders. Also, important theoretical and managerial implications are drawn based on the study findings and the recommendations for future researchers are made from the limitations and scopes of the study.
The focus of this study is on the geochronological and paleo-climatic characterization of late Pleistocene glaciations in Turgen and the Khangai Mountains located in central and western Mongolia. These two mountain ranges form a 700 km long NW-SE transect through Mongolia and allow assumptions of the temporal and causal dynamics of the regional late Quaternary glaciations and their correlation to other mountain glacier records from Central and High Asia. In order to evaluate extent and timing of the Pleistocene glaciations in Mongolia, geomorphological mapping and cosmogenic radionuclide (CRN) surface exposure dating (10Be) were carried out in four valley systems located in the Khangai and Turgen Mountains. Additionally, a coupled 2-D surface energy balance and ice flow model was used to determine steady-state conditions for glaciers under various climatic scenarios. With this model it is possible to test combinations of temperature and precipitation settings, which would produce glacier configurations that fit the field-mapped ice extent. In total, 47 glacial boulders and roche moutonnées were sampled, prepared and AMS measured to determine the absolute timing of moraine formation and ice retreat based on 10Be surface exposure dating. Of these, 27 samples were obtained from the Khangai Mountains (three separate moraine sequences) and 20 samples were taken from the Turgen Mountains (two moraine sequences). The dating results (presented as minimum ages) give evidence for a late Pleistocene maximum ice expansion during late MIS 5 (81−78 ka) and major ice advances during MIS 2 (26−20 ka) in both mountain ranges. Only in the Khangai Mountains (central Mongolia) very significant glacier advances also occurred during mid-MIS 3 (49−35 ka), which exceeded the ice limits set during the MIS 2 glaciation. A final ice position, constructed shortly before the onset of full ice retreat was formed between 19-16 ka, and is likely to represent a recessional ice stillstand, or alternatively a final ice readvance during the early part of the last-glacial-interglacial-transition (LGIT) in both mountain ranges. Energy/mass balance and ice flow modeling results suggest that climatic conditions during the MIS 5 and MIS 3 maximum advances in the Khangai Mountains were depressed between a ∆T of -6.0 to -5.2 °C with a precipitation factor of 1.25-1.75 (P = 125-175 %, compared to modern conditions), and a ∆T of -5.3 to -4.4 °C (P = 75-125 %), respectively. For the MIS 2 ice advances modeling results from the Turgen and Khangai Mountains suggest a temperature depression ∆T of -5.7 to -4.6 °C (at 22 ka; P = 25-50 %) in the East-Turgen, and a ∆T of -7.5 to -6.6 °C (at 20 ka; P = 25-50 %) in the Chulut area (Khangai Mountains). These results document a 1.8 - 2 °C difference of the modeled temperatures required to expand the studied paleo-glaciers in the Turgen and Khangai mountains to their field-mapped MIS 2 ice limits, highlighting a spatially differentiated pattern of paleo-temperature lowering across the studied 700 km NW-SE transect. Taken together, the presented record indicates that the largest ice advance in both investigated mountain ranges occurred during the MIS 5 / MIS 4 transition, despite earlier suggestions by previous studies that the local glacial maximum would be associated with the coldest periods of the last glacial cycle (i.e. MIS 4 or MIS 2). Glacier systems in the Khangai Mountains also increased substantially during MIS 3 (local LGM) in response to cool but comparable wet conditions, probably with a greater-than-today input from winter precipitation and an additional input of recycled moisture from expanded paleo-lakes in the Valley of the Great Lakes. The lack of a severe cooling during the MIS 3 ice advances, and probably also during the late MIS 5 ice expansion, suggests that variations in atmospheric circulation patterns, with its significance for controlling the regional precipitation/moisture supply, was a key driver for these late Pleistocene ice advances in Mongolia. This notwithstanding, there is also clear evidence for the development of an extensive glaciation during MIS 2, coinciding with a period of severe cooling and hyperarid conditions. This highlights that glacier systems in Mongolia responded sensitively, both, to variations in moisture supply and its seasonal distribution, and to the marked insolation minima during the last glacial cycle.