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Visitor motivation, satisfaction and behavioural intention: the 2005 Naadam Festival, Ulaanbaatar

Schofield, P. and Thompson, K.J. (2007) Visitor motivation, satisfaction and behavioural intention: the 2005 Naadam Festival, Ulaanbaatar. International Journal of Tourism Research, 9 (5). pp. 329-344. ISSN 1099-2340

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Abstract

The study investigates visitor motivation for attending the 2005 Naadam Festival in Ulaanbaatar, Mongolia. It identifies motivation variance on the basis of socio-demographic variables and examines the factors of significance with regard to visitor satisfaction and intention to revisit the festival. Five motivation dimensions, consistent with those identified in previous research, were identified. The horse riding and wrestling events were the most satisfying aspects of the festival from the visitor perspective, followed by Naadam's uniqueness, the opening ceremony and the authenticity of the festival. Significant differences in motivation dimensions, satisfaction and intention to revisit the festival were found on the basis of visitor origin, gender and age. The theoretical and practical implications of the findings are discussed.

Item type: Article
ID code: 4861
Keywords: visitor motivation, customer satisfaction, cultural festival, mongolia, naadam, tourism, hospitality, Recreation Leisure, Asia, Nature and Landscape Conservation, Tourism, Leisure and Hospitality Management, Transportation, Geography, Planning and Development
Subjects: Geography. Anthropology. Recreation > Recreation Leisure
History General and Old World > Asia
Department: Strathclyde Business School > Marketing
Related URLs:
    Depositing user: Strathprints Administrator
    Date Deposited: 18 Dec 2007
    Last modified: 04 Sep 2014 17:54
    URI: http://strathprints.strath.ac.uk/id/eprint/4861

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