Sustainable Tourism Development Based upon Visitors’ Brand Trust: A Case of “100 Religious Attractions”
<p>Conceptual model.</p> "> Figure 2
<p>The surveyed attractions of this study.</p> "> Figure 3
<p>Scree plot.</p> "> Figure 4
<p>Structural model. ACA acceptance of commercial activity, RSA received satisfaction, SVP service value perception, VPC visitors’ perception, AEA attraction/event awareness, PSP public sector promotion, SPE spiritual experiencing, VMT visit motivation, WVR willingness to visit/revisit, TBT tourism brand trust.</p> ">
Abstract
:1. Introduction
- (1)
- Explore the link between tourists’ post-trip perception and their pre-tour motivations;
- (2)
- Observe whether visit motivation and passenger perception are related to willingness to visit/revisit;
- (3)
- Examine whether the visitor’s willingness to visit/revisit can be transformed into trust in the new tourism brand initiated by the public tourism sector;
- (4)
- Verify whether the tourists visiting religious attractions have religious beliefs that exert a specific influence and difference in terms of forming trust in the tourism brand.
2. Conceptual Background and Hypotheses
2.1. Study Object
2.2. Travel Motives in Religious Tourism
- The fundamental services must be well-prepared and offered, and infrastructure maintained to satisfy citizens, businesses, and visitors.
- A place may need new attractions to sustain current business and public support and bring in new investment, corporations, or people.
- A place needs to communicate its features and benefits through an impressive image and communication program.
- A place must generate support from citizens, leaders, and institutions to attract new investments.
2.2.1. Attraction/Event Awareness
2.2.2. Public Sector Promotion
2.2.3. Spiritual Experiencing
2.3. Destination Perceptions in Religious Tourism
2.3.1. Acceptance of Commercial Activity
2.3.2. Received Satisfaction
2.3.3. Service Value Perception
2.4. Willingness to Visit/Revisit
2.5. Tourism Brand Trust
2.6. Visitors’ Self-Claimed Identity in Religious Tourism
- Can accurately identify a real pilgrimage.
- Knows which steps to perform in the pilgrimage.
- Understands at what time (major festival) to participate in the pilgrimage.
2.7. Proposed Model
3. Methodology
4. Results
4.1. Measurement Model Assessment
4.2. Structural Model Assessment Results
4.2.1. Hypotheses Testing
4.2.2. Moderation Effect Testing
5. Discussion
6. Conclusions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Acknowledgments
Conflicts of Interest
Appendix A. Measurement Instrument
- ACA1. Commercial atmosphere is not too strong
- ACA2. Shopping store and vendors fit my needs
- ACA3. Shopping store and vendors has good reputation
- ACA4. Sale items is fair and reasonable price
- RSA1. Service providers cared about my needs
- RSA2. I feel the enthusiasm of the service staff.
- RSA3. Overall, my vacation trip at here is a good buy
- SVP1. This attraction/event have completed and appropriate infrastructure (e.g., parking space, accessible facility, safety measures)
- SVP2. The sightseeing line is properly arranged
- SVP3. Transportation is very convenience
- SVP4. This attraction/event facilitate formal and informal educational opportunities
- AEA1. This attraction/event has strong significant representative of this religious belief.
- AEA2. I knew this attraction/event in long time ago.
- AEA3. My intention to visit this attraction/event since a long time ago.
- PSP1. The voting activity of “Taiwan 100 Religious Attractions” did cause a boom in the social network services.
- PSP2. I have participated the voting activity, and showed my support to my favored attraction/events.
- PSP3. The advertisement of “Taiwan 100 Religious Attractions” brought memories to my mind.
- PSP4. I found myself thinking of images of “Taiwan 100 Religious Attractions” when I read the advertisement.
- SPE1. When I come to visit or worship here, I feel inner peace in my mind.
- SPE2. When I come to visit or worship here, I feel that everything is going well.
- SPE3. When I come to visit or worship here, I feel that bringing me closer to the practice of doctrine.
- SPE4. When I come to visit or worship here, I feel the Deity I trusted is listening what I say.
- VMT1. Seeing and learning a new attraction and experiences.
- VMT2. Worth to accompany family/friends.
- VMT3. Fulfill my leisure and spiritual life.
- VMT4. The advertising method is very attractive to me.
- VPC1. This attraction makes me full of relaxation.
- VPC2. This attraction meets my expectation.
- VPC3. This attraction improved my feeling experience.
- VPC4. I am happy to spend more here.
- WVR1. The probability that I will visit “Taiwan 100 Religious Attractions” list spot again is high.
- WVR2. I consider myself a loyal patron of the list of “Taiwan 100 Religious Attractions”.
- WVR3. I would like to stay more days in destination of “Taiwan 100 Religious Attractions”.
- WVR4. I would like to recommend others to visit “Taiwan 100 Religious Attractions”.
- TBT1. The destinations of “Taiwan 100 Religious Attractions” are congruent to its behavior.
- TBT2. The destinations of “Taiwan 100 Religious Attractions” are very competent regarding of their promote items.
- TBT3. The destinations of “Taiwan 100 Religious Attractions” performs consistently.
- TBT4. I feel comfortable depending on the destinations of “Taiwan 100 Religious Attractions”.
Appendix B
Items | Mean | Std. Deviation | Excess Kurtosis | Skewness |
---|---|---|---|---|
ACA1 | 3.40 | 1.137 | −1.023 | −0.132 |
ACA2 | 3.28 | 1.141 | −0.944 | −0.069 |
ACA3 | 3.31 | 1.171 | −0.986 | −0.166 |
ACA4 | 3.25 | 1.099 | −0.769 | −0.028 |
RSA1 | 3.30 | 1.194 | −0.943 | −0.124 |
RSA2 | 3.27 | 1.151 | −0.792 | −0.218 |
RSA3 | 3.24 | 1.150 | −0.865 | −0.131 |
SVP1 | 3.30 | 1.123 | −0.888 | −0.137 |
SVP2 | 3.25 | 1.179 | −0.988 | −0.101 |
SVP3 | 3.19 | 1.100 | −0.660 | −0.026 |
SVP4 | 3.35 | 1.158 | −0.851 | −0.263 |
AEA1 | 3.40 | 1.090 | −0.579 | −0.409 |
AEA2 | 3.39 | 1.124 | −0.704 | −0.314 |
AEA3 | 3.29 | 1.116 | −0.821 | −0.119 |
PSP1 | 3.24 | 1.098 | −0.821 | −0.081 |
PSP2 | 3.25 | 1.133 | −0.773 | −0.124 |
PSP3 | 3.25 | 1.149 | −0.818 | −0.038 |
PSP4 | 3.28 | 1.125 | −0.880 | −0.133 |
SPE1 | 3.25 | 1.031 | −0.673 | −0.041 |
SPE2 | 3.21 | 1.124 | −0.682 | −0.057 |
SPE3 | 3.21 | 1.112 | −0.727 | −0.143 |
SPE4 | 3.25 | 1.099 | −0.674 | −0.060 |
VMT1 | 3.26 | 1.134 | −0.737 | −0.130 |
VMT2 | 3.24 | 1.106 | −0.750 | −0.083 |
VMT3 | 3.20 | 1.115 | −0.757 | −0.084 |
VMT4 | 3.26 | 1.106 | −0.683 | −0.151 |
VPC1 | 3.19 | 1.177 | −0.902 | −0.075 |
VPC2 | 3.17 | 1.149 | −0.872 | −0.070 |
VPC3 | 3.12 | 1.143 | −0.797 | −0.041 |
VPC4 | 3.22 | 1.159 | −0.753 | −0.181 |
WVR1 | 3.30 | 1.100 | −0.783 | −0.153 |
WVR2 | 3.25 | 1.091 | −0.733 | −0.096 |
WVR3 | 3.28 | 1.078 | −0.719 | −0.118 |
WVR4 | 3.17 | 1.122 | −0.786 | −0.025 |
TBT1 | 3.30 | 1.104 | −0.825 | −0.117 |
TBT2 | 3.32 | 1.155 | −0.939 | −0.122 |
TBT3 | 3.19 | 1.225 | −0.878 | −0.197 |
TBT4 | 3.25 | 1.243 | −1.047 | −0.231 |
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Classification | Numbers |
---|---|
Religious category | |
Folklore belief | 85 |
Christianity | 12 |
Islam | 1 |
Indigenous inherent consuetude | 2 |
Geographic distribution | |
Northern Taiwan | 31 |
Middle Taiwan | 23 |
Southern Taiwan | 32 |
Eastern Taiwan | 6 |
Outlying islands | 8 |
Attraction’s category | |
Historical religious heritage | 77 |
Festival or event (Include the worshipped item patrolling) | 23 |
Category | Number | Percentage (%) |
---|---|---|
Gender | ||
Male | 173 | 44.9 |
Female | 212 | 55.1 |
Religious belief | ||
Yes | 313 | 81.3 |
No specific | 72 | 18.7 |
Age | ||
Below 19 | 26 | 6.7 |
20–35 | 55 | 14.2 |
36–50 | 117 | 30.5 |
50–65 | 105 | 27.3 |
Above 65 | 82 | 21.3 |
Marital status | ||
Married | 257 | 66.7 |
Single | 128 | 33.3 |
Education background | ||
Primary or middle school | 42 | 10.8 |
Secondary school | 146 | 37.9 |
College or university | 153 | 39.8 |
Post-graduate | 44 | 11.5 |
Occupation | ||
Enterprises | 123 | 31.9 |
Self-employed | 100 | 25.9 |
Academic | 22 | 5.8 |
Public sector | 57 | 14.9 |
Retired | 68 | 17.6 |
Others | 15 | 3.9 |
Number of listed-attraction visits | ||
1–9 | 79 | 20.6 |
10–19 | 55 | 14.4 |
20–49 | 73 | 18.9 |
50–69 | 76 | 19.8 |
70–89 | 64 | 16.5 |
The amount willing to spend during the visit | ||
Below $3.61 | 46 | 11.9 |
3.62–18.00 | 189 | 49.1 |
18.01–36.04 | 81 | 21.1 |
36.05–180.34 | 41 | 10.6 |
Above 180.35 | 28 | 7.3 |
Items willing to buy * | ||
Food and beverage | 357 | 44.6 |
Accommodation | 477 | 59.6 |
Worship supplies | 536 | 67.0 |
Amulet or mascot | 378 | 47.3 |
Do not plan to buy | 22 | 2.8 |
Variables | ACA | RSA | SVP | AEA | PSP | SPE | VMT | VPC | WVR | TBT |
---|---|---|---|---|---|---|---|---|---|---|
ACA1 | 0.766 | |||||||||
ACA2 | 0.778 | |||||||||
ACA3 | 0.721 | |||||||||
ACA4 | 0.766 | |||||||||
RSA1 | 0.776 | |||||||||
RSA2 | 0.786 | |||||||||
RSA3 | 0.820 | |||||||||
SVP1 | 0.695 | |||||||||
SVP2 | 0.741 | |||||||||
SVP3 | 0.782 | |||||||||
SVP4 | 0.746 | |||||||||
AEA1 | 0.771 | |||||||||
AEA2 | 0.774 | |||||||||
AEA3 | 0.792 | |||||||||
PSP1 | 0.695 | |||||||||
PSP2 | 0.715 | |||||||||
PSP3 | 0.744 | |||||||||
PSP4 | 0.755 | |||||||||
SPE1 | 0.744 | |||||||||
SPE2 | 0.777 | |||||||||
SPE3 | 0.765 | |||||||||
VMT1 | 0.777 | |||||||||
VMT2 | 0.774 | |||||||||
VMT3 | 0.724 | |||||||||
VMT4 | 0.774 | |||||||||
VPC1 | 0.734 | |||||||||
VPC2 | 0.701 | |||||||||
VPC3 | 0.770 | |||||||||
VPC4 | 0.751 | |||||||||
WVR1 | 0.735 | |||||||||
WVR2 | 0.739 | |||||||||
WVR3 | 0.745 | |||||||||
WVR4 | 0.749 | |||||||||
TBT1 | 0.763 | |||||||||
TBT2 | 0.750 | |||||||||
TBT3 | 0.786 | |||||||||
TBT4 | 0.737 |
Extraction Sums of Square Loadings | Rotation Sums of Square Loadings | |||||
---|---|---|---|---|---|---|
Variables | Total | % Variance | % Cumulative | Total | % Variance | % Cumulative |
ACA | 16.681 | 45.084 | 45.084 | 3.217 | 8.694 | 8.694 |
RSA | 2.004 | 5.416 | 50.500 | 3.212 | 8.680 | 17.374 |
SVP | 1.688 | 4.562 | 55.062 | 3.187 | 8.614 | 25.988 |
AEA | 1.517 | 4.100 | 59.163 | 3.105 | 8.391 | 34.379 |
PSP | 1.502 | 4.060 | 63.223 | 3.085 | 8.337 | 42.716 |
SPE | 1.329 | 3.592 | 66.815 | 3.027 | 8.181 | 50.897 |
VMT | 1.304 | 3.525 | 70.340 | 2.981 | 8.056 | 58.953 |
VPC | 1.108 | 2.995 | 73.335 | 2.563 | 6.927 | 65.880 |
WVR | 1.044 | 2.822 | 76.157 | 2.463 | 6.656 | 72.536 |
TBT | 1.021 | 2.760 | 78.917 | 2.361 | 6.381 | 78.917 |
Constructs | ACA | RSA | SVP | AEA | PSP | SPE | VMT | VPC | WVR | TBT |
---|---|---|---|---|---|---|---|---|---|---|
ACA | 0.837 | |||||||||
RSA | 0.524 | 0.873 | ||||||||
SVP | 0.513 | 0.537 | 0.855 | |||||||
AEA | 0.517 | 0.474 | 0.557 | 0.862 | ||||||
PSP | 0.569 | 0.555 | 0.583 | 0.514 | 0.810 | |||||
SPE | 0.480 | 0.463 | 0.493 | 0.478 | 0.477 | 0.818 | ||||
VMT | 0.532 | 0.428 | 0.498 | 0.530 | 0.544 | 0.497 | 0.818 | |||
VPC | 0.597 | 0.528 | 0.607 | 0.539 | 0.596 | 0.548 | 0.546 | 0.867 | ||
WVR | 0.484 | 0.455 | 0.571 | 0.422 | 0.507 | 0.520 | 0.490 | 0.556 | 0.800 | |
TBT | 0.530 | 0.521 | 0.614 | 0.531 | 0.488 | 0.533 | 0.461 | 0.535 | 0.595 | 0.858 |
AVE | 0.701 | 0.762 | 0.731 | 0.744 | 0.657 | 0.669 | 0.669 | 0.752 | 0.640 | 0.735 |
CR | 0.903 | 0.906 | 0.916 | 0.897 | 0.884 | 0.858 | 0.890 | 0.924 | 0.876 | 0.917 |
KMO | 0.956 | |||||||||
Bartlett’s test | ||||||||||
χ2 | 10,885.505 | |||||||||
df | 666 | |||||||||
Significant | 0.000 |
Hypothesis | X→Y | SE | C.R. | Path Coefficients | p | Results |
---|---|---|---|---|---|---|
1 | AEA→VMT | 0.060 | 4.513 | 0.271 | 0.000 | Supported |
PSP→VMT | 0.067 | 5.441 | 0.365 | 0.000 | Supported | |
SPE→VMT | 0.069 | 4.327 | 0.300 | 0.000 | Supported | |
2 | ACA→VPC | 0.058 | 5.391 | 0.311 | 0.000 | Supported |
RSA→VPC | 0.053 | 2.507 | 0.132 | 0.012 | Supported | |
SVP→VPC | 0.060 | 5.850 | 0.352 | 0.000 | Supported | |
3 | VMT→WVR | 0.055 | 3.897 | 0.214 | 0.000 | Supported |
VPC→WVR | 0.052 | 8.038 | 0.420 | 0.000 | Supported | |
4 | WVR→TBT | 0.055 | 4.978 | 0.274 | 0.000 | Supported |
Model 1 | Model 2 | Model 3 | ||||||||||
---|---|---|---|---|---|---|---|---|---|---|---|---|
Variables | B | SE | t | p | B | SE | t | p | B | SE | t | p |
Constant | 3.267 | 0.043 | 75.399 | 0.000 | 3.267 | 0.043 | 75.303 | 0.000 | 3.266 | 0.043 | 75.339 | 0.000 |
WVR | 0.672 | 0.046 | 14.505 | 0.000 | 0.671 | 0.046 | 14.482 | 0.000 | 0.672 | 0.046 | 14.511 | 0.000 |
BVR | −0.015 | 0.087 | −0.172 | 0.864 | −0.015 | 0.087 | −0.172 | 0.863 | ||||
WVR * BVR | −0.120 | 0.093 | −1.297 | 0.195 | ||||||||
R2 | 0.355 | 0.355 | 0.357 | |||||||||
Adjusted R2 | 0.353 | 0.351 | 0.352 | |||||||||
F | 210.4 | 104.948 | 70.651 |
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Wang, K.-Y. Sustainable Tourism Development Based upon Visitors’ Brand Trust: A Case of “100 Religious Attractions”. Sustainability 2022, 14, 1977. https://doi.org/10.3390/su14041977
Wang K-Y. Sustainable Tourism Development Based upon Visitors’ Brand Trust: A Case of “100 Religious Attractions”. Sustainability. 2022; 14(4):1977. https://doi.org/10.3390/su14041977
Chicago/Turabian StyleWang, Kuo-Yan. 2022. "Sustainable Tourism Development Based upon Visitors’ Brand Trust: A Case of “100 Religious Attractions”" Sustainability 14, no. 4: 1977. https://doi.org/10.3390/su14041977