A Study of Tourism Motivation, Perceived Value and Destination Loyalty for Macao Cultural and Heritage Tourists

Abstract

To enhance the understanding of tourists behavior and to provide some suggestions for a sustainable development of cultural and heritage tourism in Macao, data of this study were collected from Macao cultural and heritage tourists who are visiting famous attractions in the historic center of Macao, to observe the tourism motivation, perceived value, and destination loyalty of cultural and heritage tourists in Macao. In this study, the results of factor analysis of cultural and heritage tourism motivation show that tourists' perceived value, which contains three dimensions: scenic value, knowledge value, and social value. These dimensions can be considered as the primary indicators of perceived value which positively influence tourists' destination loyalty. It is worth noting that the direct effect value of cultural and heritage tourism motivation to destination loyalty through perceived value is greater than tourism motivation's direct effect on destination loyalty. Therefore, some suggestions have been put forward for the sustainable development of cultural and heritage tourism in Macao. Firstly, attractiveness cultural heritage in Macao should be designed and highlighted according to tourists' tourism motivation. Secondly, the unique value proposition should be proposed from different dimensions of tourists' perceived value, allowing tourists to experience the differences of Macao from other destinations. Finally, great importance should also be attached to the management of tourists' perceived value other than just continuously increasing the attractiveness of cultural heritage itself based on tourists' tourism motivation, which has an indirect influence on destination loyalty to make publicity for the destination voluntarily of tourists.

Destination Motivation, Cultural Orientation, and Adaptation: International Students’ Destination-Loyalty Intention

“…According to Lesjak et al (2015), the combination of push and pull factors determines a student's decision to study abroad and later influences his/her destination choice. Likewise, other researchers also claim that there is a strong link between destination motivation and destination choices or loyalty (Bieger & Laesser, 2002;Wang & Leou, 2015).…”

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“…The series of impressions or perceptions of a tourist destination by visitors can be referred to as its image (Wang et al, 2016). Destination is said to be the product visited by tourists and could be recommended to others to visit (Yoon and Uysal, 2005, as cited in Wang and Leou, 2015), while perceived value is defined as the overall evaluation made by consumers through weighing their giving and gaining with regard to the product's image, and also an important indication for the encouragement to repeat visits (Zeithaml, 1988, as cited in Wang and Leou, 2015;Jang and Feng, 2007 as cited in Wang and Leou, 2015;Stylos et al, 2016 as cited in Wang et al, 2017;Wang et al, 2017).…”

“…The series of impressions or perceptions of a tourist destination by visitors can be referred to as its image (Wang et al, 2016). Destination is said to be the product visited by tourists and could be recommended to others to visit (Yoon and Uysal, 2005, as cited in Wang and Leou, 2015), while perceived value is defined as the overall evaluation made by consumers through weighing their giving and gaining with regard to the product's image, and also an important indication for the encouragement to repeat visits (Zeithaml, 1988, as cited in Wang and Leou, 2015;Jang and Feng, 2007 as cited in Wang and Leou, 2015;Stylos et al, 2016 as cited in Wang et al, 2017;Wang et al, 2017). Controllable attributes which influence the value customers achieved from a visit to a destination are said to be price, destination product, promotion and place, while the uncontrollable ones are destination characteristics (Govers et al, 2007;Aliman et al, 2016), hence value has a very strong and significant effect on destination competitiveness (Cronin et al, 2000;Ulaga, 2001;McDougall and Leresque, 2000 as cited in Wang et al, 2017).…”

An Assessment of Destination Image and Factors Responsible for Perceived Customer Value of Osun Osogbo Grove, World Heritage Site, Osun State, Nigeria

“…The series of impressions or perceptions of a tourist destination by visitors can be referred to as its image (Wang et al, 2016). Destination is said to be the product visited by tourists and could be recommended to others to visit (Yoon and Uysal, 2005, as cited in Wang and Leou, 2015), while perceived value is defined as the overall evaluation made by consumers through weighing their giving and gaining with regard to the product's image, and also an important indication for the encouragement to repeat visits (Zeithaml, 1988, as cited in Wang and Leou, 2015;Jang and Feng, 2007 as cited in Wang and Leou, 2015;Stylos et al, 2016 as cited in Wang et al, 2017;Wang et al, 2017).…”

“…The series of impressions or perceptions of a tourist destination by visitors can be referred to as its image (Wang et al, 2016). Destination is said to be the product visited by tourists and could be recommended to others to visit (Yoon and Uysal, 2005, as cited in Wang and Leou, 2015), while perceived value is defined as the overall evaluation made by consumers through weighing their giving and gaining with regard to the product's image, and also an important indication for the encouragement to repeat visits (Zeithaml, 1988, as cited in Wang and Leou, 2015;Jang and Feng, 2007 as cited in Wang and Leou, 2015;Stylos et al, 2016 as cited in Wang et al, 2017;Wang et al, 2017). Controllable attributes which influence the value customers achieved from a visit to a destination are said to be price, destination product, promotion and place, while the uncontrollable ones are destination characteristics (Govers et al, 2007;Aliman et al, 2016), hence value has a very strong and significant effect on destination competitiveness (Cronin et al, 2000;Ulaga, 2001;McDougall and Leresque, 2000 as cited in Wang et al, 2017).…”