IMPACT OF TOURISTS’ SATISFACTION ON REVISIT INTENTION: A STUDY IN BAGAN, MYANMAR

Abstract

The purpose of this study is to explore what are the attributes attracting the international tourists’ intention to revisit Bagan, Myanmar. Tourism plays an important role in the economy of Myanmar with a huge contribution towards the state’s GDP. The tourism business has played a major role in driving forward Myanmar’s economic development since the start of national reforms in 2011. The number of international tourist’s arrival to Bagan, Myanmar had been increasing ever since Bagan was recorded in the list of UNESCO as a world heritage site. Even though the number of international tourist’s arrival had been increasing, it is very important to make sure that Bagan, Myanmar is able to continue influence international tourists to revisit Bagan, Myanmar again. Thus, the research topic is the impact of tourists’ satisfaction on revisit intention: a study in Bagan, Myanmar. The four major factors which are destination image, food image, convenience of transportation and accommodation quality on tourists’ satisfaction may influence international tourists’ revisit intention will be investigated in the research. A pilot test of 24 questions were distributed first in order to find out the reliability and whether the tourists understand the questionnaire. After passing the pilot test, a total of 250 questionnaires were distributed to the international tourists outside of the airport and public facilities near the historical temples in Bagan city. The data collected was analyzed by using the SPSS 23.0 to conduct descriptive analysis, validity test, factor analysis, reliability test and hypotheses testing and get findings whether there is relationship between international tourists’ satisfaction and international tourists’ revisit intention.