Factors Affecting Destination Loyalty of Tourist Site: In the Case of Addis Ababa
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Date
2021-08
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Addis Ababa University
Abstract
Tourist destination loyalty is one of the most important factors for destination marketers since retaining existing tourists is more desirable and less expensive than attracting new ones. Tourist loyalty is critical in the service industry, which includes the tourism industry. If the factors that influence destination loyalty identify and solving, increase the number of tourist in the museum. The main objective of this research was to assess the factors that influence destination loyalty in Addis Ababa Museum and the National Museum. It assesses some of the main elements that could influence loyalty in the museum visitors.
In order to study to assess the factors that influence destination loyalty, 300 tourists in the museum were included in the sample. Primary data was collected from both foreign and domestic visitors in the study area starting from July 15/2021 to August15, 2021. Five factors that influence destination loyalty components were accessed to measure museums loyalty, namely service quality, perceive value, destination image, tourist satisfaction, and place attachment. Pearson's Product Correlation and multiple regressions were used to evaluate the inter-correlation hypothesis. The SPSS V23 program was used to evaluate and test the hypotheses. The findings of this study showed that perceptions of service quality, perceive value, destination image, place attachment and satisfaction are influence museum loyalty.
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service quality, perceive value, destination image