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A Study on Gender Differences in Motives of Visit Intention, Perceived Value and Tourist Satisfaction With Rural Tourism in India

International Journal on Customer Relations

Volume 7 Issue 2

Published: 2019
Author(s) Name: Anil Kumar | Author(s) Affiliation: Assistant Professor, Faculty of Management, VNS Group of Institutions, Bhopal, Madhya Pradesh, India
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Abstract

Rural tourism, in every country, plays a key role in removing stress which is mainly experienced by urban residents. The article investigated, from a multidisciplinary collaborative approach, the motives of visit intention of tourists and their satisfaction. This study presents an understanding of tourist motives of visit intention and attempts to extend the theoretical and empirical evidence on the causal relationships among the motivations, perceived value and satisfaction. The article proposed a theoretical framework based on previous literature. The research model investigates the relevant relationships among the constructs by using multiple regression analysis. The findings suggest that the key motives of visit intentions were relaxation, socialisation and learning. Moreover, the perceived value obtained by tourists positively and significantly impacts the tourist satisfaction. Furthermore, male and female respondents reported significantly different motives to visit intentions. Male respondents placed significantly higher importance on ‘socialisation’ and perceived value than did the females. In the end, implications, limitations and future research scope of the study are presented.

Keywords: Tourist Motivation, Perceived Value, Satisfaction, Gender, Multiple Regression Analysis, India

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