Research Article
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Kültürel Kimliğin Tekrar Ziyaret Niyeti Üzerindeki Etkisi (Myanmar'daki Kakma Bölgesine İlişkin Bir Örnek Olay)

Year 2024, Volume: 6 Issue: 2, 179 - 194, 23.12.2024

Htin Kyaw Lin

https://doi.org/10.51525/johti.1542458

Abstract

This study investigates how cultural identity effects revisit intentions of tourists, focusing on the Inlay region in Myanmar as a case study. It also explores the role of cultural dimensions in shaping tourist satisfaction and fostering revisit intention to that destination. Two objectives are intended for this study. The first objective is to analyze the effect of cultural identity on tourist satisfaction, and the second objective is to examine the effect of tourist satisfaction on revisit intention in the Inlay Region. Quantitative analysis is conducted with 385 samples that are collected using the convenience sampling method. The findings of the current study indicate that all cultural identity dimensions, namely cognitive, emotional, and behavioral, have a significant positive effect on tourist satisfaction, and tourist satisfaction also has a significant positive effect on the revisit intention of the Inlay region. Therefore, authorities should prioritize public education and media publicity to raise awareness about the cultural heritage, historical significance, and traditional beliefs of the Inlay region. Furthermore, to preserve the serene natural environment and ensure the sustainable development of cultural heritage, the authorities should continue to uphold and emphasize the unique cultural history of the Inlay region.

Keywords

Kültürel Kimlik Turist Memnuniyeti Tekrar Ziyaret Niyeti Kültürel Miras

References

  • Abbasi, G. A., Kumaravelu, J., Goh, Y. N., & Singh, K. S. D. (2021). Understanding the intention to revisit a destination by expanding the theory of planned behaviour (TPB). Spanish Journal of Marketing-ESIC, 25(2), 282-311.
  • Altunel, M. C., & Erkurt, B. (2015). Cultural tourism in Istanbul: The mediation effect of tourist experience and satisfaction on the relationship between involvement and recommendation intention. Journal of Destination Marketing & Management, 4(4), 213-221.
  • Belk, R. W. (1978). Assessing the effects of visible consumption on impression formation. Advances in Consumer Research, 5(1), 39-47.
  • Bortolotto, C., & Skounti, A. (Eds.). (2023). Intangible cultural heritage and sustainable development: Inside a UNESCO convention. Taylor & Francis.
  • Bourdieu, P. (2011). The forms of capital (1986). Cultural theory: An anthology, 1(81-93), 949.
  • Chan, W. C., Wan Ibrahim, W. H., Lo, M. C., Mohamad, A. A., Ramayah, T., & Chin, C. H. (2022). Controllable drivers that influence tourists’ satisfaction and revisit intention to Semenggoh Nature Reserve: The moderating impact of destination image. Journal of Ecotourism, 21(2), 147-165.
  • Chen, C. F., & Chen, F. S. (2010). Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tourism Management, 31(1), 29-35.
  • Chen, C., & Lu, C. (2011). Identity: A new perspective in the study of tourism experience. Tourism Tribune, 26(3), 37-42.
  • Cohen, E. (2019). Cultural tourism: The rise of tourist engagement with culture. Journal of Tourism Research, 34(3), 45-58.
  • Cohen, S. A., & Cohen, E. (2019). New directions in the sociology of tourism. Current Issues in Tourism, 22(2), 153-172.
  • Dabphet, S. (2017). Applying importance-performance analysis to identify competitive travel attirbutes: An application to regional destination image in Thailand. Journal of Community Development Research (Humanities and Social Sciences), 10(3), 7-21.
  • El-Adly, M. I. (2019). Modelling the relationship between hotel perceived value, customer satisfaction, and customer loyalty. Journal of Retailing and Consumer Services, 50(c), 322-332.
  • Elliott, R. (1997). Existential consumption and irrational desire. European Journal of Marketing, 31(3/4), 285-296.
  • Erikson, E. H. (1998). The life cycle completed (extended version). WW Norton & Company.
  • González, M. V. (2008). Intangible heritage tourism and identity. Tourism management, 29(4), 807-810.
  • Hall, C. M., & Du, J. (2020). Cultural identity and tourism development in Asia. Tourism Geographies, 22(2), 234-256.
  • Hall, S. (1990). Cultural identity and diaspora. In J. Rutherford (Ed.), Identity: Community, culture, difference (pp. 222-237). Lawrence & Wishart.
  • Hall, S. (1993). Culture, community, nation. Cultural studies, 7(3), 349-363.
  • He, X., & Luo, J. M. (2020). Relationship among travel motivation, satisfaction and revisit intention of skiers: A case study on the tourists of urumqi silk road ski resort. Administrative Sciences, 10(3), 1-13.
  • Hsu, S. H., Cai, L. A., & Li, M. (2010). Expectation, motivation, and attitude: A tourist behavioral model. Journal of Travel Research, 49(3), 282-296.
  • Htin, T. S. (2019). Ethnic diversity and cultural identity in Myanmar: An overview. Asian Ethnicity, 20(3), 400-415.
  • Hughes, H., & Allen, D. (2005). Cultural tourism in Central and Eastern Europe: The views of ‘induced image formation agents’. Tourism Management, 26(2), 173-183.
  • Kim, H., & Jamal, T. (2007). Touristic quest for existential authenticity. Annals of tourism research, 34(1), 181-201.
  • Kozak, M., & Rimmington, M. (2000). Tourist satisfaction with Mallorca, Spain, as an off-season holiday destination. Journal of Travel Research, 38(3), 260-269.
  • Liang, A. R. D., Hsiao, T. Y., Chen, D. J., & Lin, J. H. (2021). Agritourism: Experience design, activities, and revisit intention. Tourism Review, 76(5), 1181-1196.
  • Luo, J. M. (2022). Cultural Tourism and Cantonese Opera. Routledge.
  • Luo, J. M., & Ren, L. (2020). Qualitative analysis of residents’ generativity motivation and behaviour in heritage tourism. Journal of Hospitality and Tourism Management, 45(2020), 124-130.
  • Luo, Y. F. (2023). An empirical study on cultural identity measurement and its influence mechanism among heritage tourists. Frontiers in Psychology, 2, 1-13.
  • Matsumoto, D. (2007). Culture, context, and behavior. Journal of personality, 75(6), 1285-1320.
  • McKercher, B., & Cros, H. D. (2002). Activities-based segmentation of the cultural tourism market. Journal of Travel & Tourism Marketing, 12(1), 23-46.
  • Middleton, V. T. C. (2015). Adopting an agreed common language for tourism and the visitor economy. Tourism Society Journal,162, 12–13.
  • Napaporn Janchai, G. B. (2020). The effects of destination image on tourist satisfaction: The case of Don-Wai floating market in Nakhon Pathom, Thailand. Academica Turistica-Tourism and Innovation Journal, 13(2), 139-151.
  • Nia Budi Puspitasari, S. N. (2019). Factors that affect intention to revisit of tourists in Semarang. In AIP Conference Proceedings (Vol. 2019, No. 1). AIP Publishing.
  • Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469.
  • Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Servqual: A multiple-item scale for measuring consumer perc. Journal of retailing, 64(1), 1-12.
  • Phinney, J. S. (1990). Ethnic identity in adolescents and adults: A review of research. Psychological Bulletin, 108(3), 499-514.
  • Phinney, J. S. (2007). Conceptualization and measurement of ethnic identity: Current status and future directions. Journal of counseling Psychology, 54(3), 271-281.
  • Pratminingsih, S. A., Rudatin, C. L., & Rimenta, T. (2014). Roles of motivation and destination image in predicting tourist revisit intention: A case of Bandung-Indonesia. International Journal of Innovation, Management and Technology, 5(1), 19-24.
  • Richards, G. (2018). Cultural tourism: Global and local perspectives. Tourism Management, 40(4), 208-220.
  • Sadat, M. M., & Chang, L. H. (2016). The impact of environmental quality of revisiting intention. Journal of Quality Assurance in Hospitality & Tourism, 17(2), 209-223.
  • Sam, D. L., & Berry, J. W. (2010). Acculturation: When individuals and groups of different cultural backgrounds meet. Perspectives on psychological science, 5(4), 472-481.
  • Seetanah, B., Teeroovengadum, V., & Nunkoo, R. (2020). Destination satisfaction and revisit intention of tourists: Does the quality of airport services matter?. Journal of Hospitality & Tourism Research, 44(1), 134-148.
  • Shoukat, M. H., & Ramkissoon, H. (2022). Customer delight, engagement, experience, value co-creation, place identity, and revisit intention: A new conceptual framework. Journal of Hospitality Marketing & Management, 31(6), 757-775.
  • Smith, L. (2020). Uses of heritage. In Encyclopedia of global archaeology (pp. 10969-10974). Cham: Springer International Publishing.
  • Statista. (2024, Jul 15). Total contribution of travel and tourism to gross domestic product (GDP) worldwide in 2019 and 2023, with a forecast for 2024 and 2034. Retrieved from https://www.statista.com/statistics/233223/travel-and-tourism-total-economic-contribution-worldwide/: https://www.statista.com
  • Su, X., Li, W., & Zhang, Q. (2020). The influence of cultural identity on tourist satisfaction in heritage tourism: Evidence from a world heritage site in China. Journal of Heritage Tourism, 15(3), 293-308.
  • Tajfel, H., & Turner, J. C. (1979). An integrative theory of intergroup conflict. In W. G. Austin & S. Worchel (Eds.), The social psychology of intergroup relations (pp. 33-47). Brooks/Cole.
  • Thar, A. C. (2022). Life in and around Inlay Lake. Retrieved from https://artsandculture.google.com/story/life-in-and-around-inlay-lake-by-aung-chan-thar-asean-centre-for-biodiversity/bAXhhgS-I8FwqQ?hl=en: https://artsandculture.google.com
  • Throsby, D. (2010). The economics of cultural policy. Cambridge university press.
  • Tian, D. (2020). Influence of cultural identity on tourists’ authenticity perception, tourist satisfaction, and traveler loyalty. Sustainability, 12(16), 1-18.
  • Tim-Toomey, S. (2013). Bicultural identity negotiation, conflicts, and intergroup communication strategies. Journal of Intercultural Communication Research, 42(2), 112-134.
  • Timothy, D. J. (2011). Cultural heritage and tourism: An introduction (Vol. 4). Channel View Publications.
  • Triandis, H. C. (2001). Individualism‐collectivism and personality. Journal of personality, 69(6), 907-924.
  • Tun, K. M. (2019). Challenges and opportunities of tourism development in Myanmar among CLMV Countrıes (Cambodıa, Lao Pdr, Myanmar, Vıetnam) (Khine Myintzu Tun, 2019) (Doctoral dissertation, MERAL Portal).
  • Wang, Y., & Hu, H. (2014). Cultural identity: The core mechanism for the survival and development of intangible cultural heritage. Fujian Trib, 10(7), 49-55.
  • World Tourism Organization. (2018). UNWTO tourism highlights: 2018 edition. UNWTO. https://doi.org/10.18111/9789284419876
  • Xingfu, L., & Lin, L. (2014). Cultural identity representation of late development tourism destination based on the perspective of Tourise gaze. Human Geography, 29(6), 117-124.
  • Yoopetch, N. A. (2022). The determinants of intention to visit wellness tourism destination of young tourists. Kasetsart Journal of Social Sciences, 43, 417-424.
  • Zaw, T. M. (2021). The impact of cultural tourism on Myanmar's economic development. Asian Journal of Tourism, 10(1), 112-130.
  • Zhang, C., Qu, X., & Jin, Y. (2018). Heritage identity: Concept, connotation and research path. Human Geography, 33(4), 20-25.

Influence of Cultural Identity on Revisit Intention (A Case Study of Inlay Region in Myanmar)

Year 2024, Volume: 6 Issue: 2, 179 - 194, 23.12.2024

Htin Kyaw Lin

https://doi.org/10.51525/johti.1542458

Abstract

This study investigates how cultural identity effects revisit intentions of tourists, focusing on the Inlay region in Myanmar as a case study. It also explores the role of cultural dimensions in shaping tourist satisfaction and fostering revisit intention to that destination. Two objectives are intended for this study. The first objective is to analyze the effect of cultural identity on tourist satisfaction, and the second objective is to examine the effect of tourist satisfaction on revisit intention in the Inlay Region. Quantitative analysis is conducted with 385 samples that are collected using the convenience sampling method. The findings of the current study indicate that all cultural identity dimensions, namely cognitive, emotional, and behavioral, have a significant positive effect on tourist satisfaction, and tourist satisfaction also has a significant positive effect on the revisit intention of the Inlay region. Therefore, authorities should prioritize public education and media publicity to raise awareness about the cultural heritage, historical significance, and traditional beliefs of the Inlay region. Furthermore, to preserve the serene natural environment and ensure the sustainable development of cultural heritage, the authorities should continue to uphold and emphasize the unique cultural history of the Inlay region.

Keywords

Cultural Identity Tourist Satisfaction Revisit Intention Cultural Heritage

References

  • Abbasi, G. A., Kumaravelu, J., Goh, Y. N., & Singh, K. S. D. (2021). Understanding the intention to revisit a destination by expanding the theory of planned behaviour (TPB). Spanish Journal of Marketing-ESIC, 25(2), 282-311.
  • Altunel, M. C., & Erkurt, B. (2015). Cultural tourism in Istanbul: The mediation effect of tourist experience and satisfaction on the relationship between involvement and recommendation intention. Journal of Destination Marketing & Management, 4(4), 213-221.
  • Belk, R. W. (1978). Assessing the effects of visible consumption on impression formation. Advances in Consumer Research, 5(1), 39-47.
  • Bortolotto, C., & Skounti, A. (Eds.). (2023). Intangible cultural heritage and sustainable development: Inside a UNESCO convention. Taylor & Francis.
  • Bourdieu, P. (2011). The forms of capital (1986). Cultural theory: An anthology, 1(81-93), 949.
  • Chan, W. C., Wan Ibrahim, W. H., Lo, M. C., Mohamad, A. A., Ramayah, T., & Chin, C. H. (2022). Controllable drivers that influence tourists’ satisfaction and revisit intention to Semenggoh Nature Reserve: The moderating impact of destination image. Journal of Ecotourism, 21(2), 147-165.
  • Chen, C. F., & Chen, F. S. (2010). Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tourism Management, 31(1), 29-35.
  • Chen, C., & Lu, C. (2011). Identity: A new perspective in the study of tourism experience. Tourism Tribune, 26(3), 37-42.
  • Cohen, E. (2019). Cultural tourism: The rise of tourist engagement with culture. Journal of Tourism Research, 34(3), 45-58.
  • Cohen, S. A., & Cohen, E. (2019). New directions in the sociology of tourism. Current Issues in Tourism, 22(2), 153-172.
  • Dabphet, S. (2017). Applying importance-performance analysis to identify competitive travel attirbutes: An application to regional destination image in Thailand. Journal of Community Development Research (Humanities and Social Sciences), 10(3), 7-21.
  • El-Adly, M. I. (2019). Modelling the relationship between hotel perceived value, customer satisfaction, and customer loyalty. Journal of Retailing and Consumer Services, 50(c), 322-332.
  • Elliott, R. (1997). Existential consumption and irrational desire. European Journal of Marketing, 31(3/4), 285-296.
  • Erikson, E. H. (1998). The life cycle completed (extended version). WW Norton & Company.
  • González, M. V. (2008). Intangible heritage tourism and identity. Tourism management, 29(4), 807-810.
  • Hall, C. M., & Du, J. (2020). Cultural identity and tourism development in Asia. Tourism Geographies, 22(2), 234-256.
  • Hall, S. (1990). Cultural identity and diaspora. In J. Rutherford (Ed.), Identity: Community, culture, difference (pp. 222-237). Lawrence & Wishart.
  • Hall, S. (1993). Culture, community, nation. Cultural studies, 7(3), 349-363.
  • He, X., & Luo, J. M. (2020). Relationship among travel motivation, satisfaction and revisit intention of skiers: A case study on the tourists of urumqi silk road ski resort. Administrative Sciences, 10(3), 1-13.
  • Hsu, S. H., Cai, L. A., & Li, M. (2010). Expectation, motivation, and attitude: A tourist behavioral model. Journal of Travel Research, 49(3), 282-296.
  • Htin, T. S. (2019). Ethnic diversity and cultural identity in Myanmar: An overview. Asian Ethnicity, 20(3), 400-415.
  • Hughes, H., & Allen, D. (2005). Cultural tourism in Central and Eastern Europe: The views of ‘induced image formation agents’. Tourism Management, 26(2), 173-183.
  • Kim, H., & Jamal, T. (2007). Touristic quest for existential authenticity. Annals of tourism research, 34(1), 181-201.
  • Kozak, M., & Rimmington, M. (2000). Tourist satisfaction with Mallorca, Spain, as an off-season holiday destination. Journal of Travel Research, 38(3), 260-269.
  • Liang, A. R. D., Hsiao, T. Y., Chen, D. J., & Lin, J. H. (2021). Agritourism: Experience design, activities, and revisit intention. Tourism Review, 76(5), 1181-1196.
  • Luo, J. M. (2022). Cultural Tourism and Cantonese Opera. Routledge.
  • Luo, J. M., & Ren, L. (2020). Qualitative analysis of residents’ generativity motivation and behaviour in heritage tourism. Journal of Hospitality and Tourism Management, 45(2020), 124-130.
  • Luo, Y. F. (2023). An empirical study on cultural identity measurement and its influence mechanism among heritage tourists. Frontiers in Psychology, 2, 1-13.
  • Matsumoto, D. (2007). Culture, context, and behavior. Journal of personality, 75(6), 1285-1320.
  • McKercher, B., & Cros, H. D. (2002). Activities-based segmentation of the cultural tourism market. Journal of Travel & Tourism Marketing, 12(1), 23-46.
  • Middleton, V. T. C. (2015). Adopting an agreed common language for tourism and the visitor economy. Tourism Society Journal,162, 12–13.
  • Napaporn Janchai, G. B. (2020). The effects of destination image on tourist satisfaction: The case of Don-Wai floating market in Nakhon Pathom, Thailand. Academica Turistica-Tourism and Innovation Journal, 13(2), 139-151.
  • Nia Budi Puspitasari, S. N. (2019). Factors that affect intention to revisit of tourists in Semarang. In AIP Conference Proceedings (Vol. 2019, No. 1). AIP Publishing.
  • Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469.
  • Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Servqual: A multiple-item scale for measuring consumer perc. Journal of retailing, 64(1), 1-12.
  • Phinney, J. S. (1990). Ethnic identity in adolescents and adults: A review of research. Psychological Bulletin, 108(3), 499-514.
  • Phinney, J. S. (2007). Conceptualization and measurement of ethnic identity: Current status and future directions. Journal of counseling Psychology, 54(3), 271-281.
  • Pratminingsih, S. A., Rudatin, C. L., & Rimenta, T. (2014). Roles of motivation and destination image in predicting tourist revisit intention: A case of Bandung-Indonesia. International Journal of Innovation, Management and Technology, 5(1), 19-24.
  • Richards, G. (2018). Cultural tourism: Global and local perspectives. Tourism Management, 40(4), 208-220.
  • Sadat, M. M., & Chang, L. H. (2016). The impact of environmental quality of revisiting intention. Journal of Quality Assurance in Hospitality & Tourism, 17(2), 209-223.
  • Sam, D. L., & Berry, J. W. (2010). Acculturation: When individuals and groups of different cultural backgrounds meet. Perspectives on psychological science, 5(4), 472-481.
  • Seetanah, B., Teeroovengadum, V., & Nunkoo, R. (2020). Destination satisfaction and revisit intention of tourists: Does the quality of airport services matter?. Journal of Hospitality & Tourism Research, 44(1), 134-148.
  • Shoukat, M. H., & Ramkissoon, H. (2022). Customer delight, engagement, experience, value co-creation, place identity, and revisit intention: A new conceptual framework. Journal of Hospitality Marketing & Management, 31(6), 757-775.
  • Smith, L. (2020). Uses of heritage. In Encyclopedia of global archaeology (pp. 10969-10974). Cham: Springer International Publishing.
  • Statista. (2024, Jul 15). Total contribution of travel and tourism to gross domestic product (GDP) worldwide in 2019 and 2023, with a forecast for 2024 and 2034. Retrieved from https://www.statista.com/statistics/233223/travel-and-tourism-total-economic-contribution-worldwide/: https://www.statista.com
  • Su, X., Li, W., & Zhang, Q. (2020). The influence of cultural identity on tourist satisfaction in heritage tourism: Evidence from a world heritage site in China. Journal of Heritage Tourism, 15(3), 293-308.
  • Tajfel, H., & Turner, J. C. (1979). An integrative theory of intergroup conflict. In W. G. Austin & S. Worchel (Eds.), The social psychology of intergroup relations (pp. 33-47). Brooks/Cole.
  • Thar, A. C. (2022). Life in and around Inlay Lake. Retrieved from https://artsandculture.google.com/story/life-in-and-around-inlay-lake-by-aung-chan-thar-asean-centre-for-biodiversity/bAXhhgS-I8FwqQ?hl=en: https://artsandculture.google.com
  • Throsby, D. (2010). The economics of cultural policy. Cambridge university press.
  • Tian, D. (2020). Influence of cultural identity on tourists’ authenticity perception, tourist satisfaction, and traveler loyalty. Sustainability, 12(16), 1-18.
  • Tim-Toomey, S. (2013). Bicultural identity negotiation, conflicts, and intergroup communication strategies. Journal of Intercultural Communication Research, 42(2), 112-134.
  • Timothy, D. J. (2011). Cultural heritage and tourism: An introduction (Vol. 4). Channel View Publications.
  • Triandis, H. C. (2001). Individualism‐collectivism and personality. Journal of personality, 69(6), 907-924.
  • Tun, K. M. (2019). Challenges and opportunities of tourism development in Myanmar among CLMV Countrıes (Cambodıa, Lao Pdr, Myanmar, Vıetnam) (Khine Myintzu Tun, 2019) (Doctoral dissertation, MERAL Portal).
  • Wang, Y., & Hu, H. (2014). Cultural identity: The core mechanism for the survival and development of intangible cultural heritage. Fujian Trib, 10(7), 49-55.
  • World Tourism Organization. (2018). UNWTO tourism highlights: 2018 edition. UNWTO. https://doi.org/10.18111/9789284419876
  • Xingfu, L., & Lin, L. (2014). Cultural identity representation of late development tourism destination based on the perspective of Tourise gaze. Human Geography, 29(6), 117-124.
  • Yoopetch, N. A. (2022). The determinants of intention to visit wellness tourism destination of young tourists. Kasetsart Journal of Social Sciences, 43, 417-424.
  • Zaw, T. M. (2021). The impact of cultural tourism on Myanmar's economic development. Asian Journal of Tourism, 10(1), 112-130.
  • Zhang, C., Qu, X., & Jin, Y. (2018). Heritage identity: Concept, connotation and research path. Human Geography, 33(4), 20-25.
There are 60 citations in total.

Details

Primary Language English
Subjects Tourism Marketing, Ancient Dishes
Journal Section Research Articles
Authors

Htin Kyaw Lin 0009-0004-4033-7879

Early Pub Date November 30, 2024
Publication Date December 23, 2024
Submission Date September 2, 2024
Acceptance Date November 4, 2024
Published in Issue Year 2024 Volume: 6 Issue: 2

Cite

APA Kyaw Lin, H. (2024). Influence of Cultural Identity on Revisit Intention (A Case Study of Inlay Region in Myanmar). Journal of Hospitality and Tourism Issues, 6(2), 179-194. https://doi.org/10.51525/johti.1542458
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