Measuring the International Tourists Satisfaction Adapting Uses and Gratifications and Flow Theories: A Case Study of Myanmar

• Main Authors: Sein Htaik, 林亞齊
• Other Authors: Jeng-Chung Chen
• Format: Others
• Language: en_US
• Online Access: http://ndltd.ncl.edu.tw/handle/85157042681921601115

碩士 === 國立成功大學 === 國際管理碩士在職專班 === 95 === Satisfaction with a tourist destination is not only regarded as an important outcome of a relationship between tourists and their desire destination but also an emotional state that occurs in response to an assessment of tourist experiences in the destination. In other words, satisfaction can be defined as a tourist's affective state resulting from an overall appraisal of his or her psychological preference and needs towards the tourist destination. To sum up, increased satisfaction with a tourist destination brings with it an improved relationship of intention to visit again. The objectives of this study are to examine what tourists’ needs are motivate to travel, what are the criteria in flow, optimal experience and how the perceived risk impact on tourist satisfaction. The study explores measuring the international tourists' satisfaction in Myanmar. Also covered are discussions of the international tourist as a form of satisfaction, and related literature on this issue. This study adapted uses and gratifications theory and a theory of optimal experience called "Flow" by researcher Mihaly Csikszentmihalyi. In doing so, 465 sample sizes are drawn from paper and pen and online questionnaire. Based on the findings of this study, the empirical results indicated that the consequence of both need gratification and flow positively impact to the satisfaction and perceived risk was negatively affected on satisfaction. Moreover, satisfaction has the predominant effect on revisit intention.