| Summary: | 碩士 === 國立聯合大學 === 管理碩士學位學程 === 102 === ABSTRACT
This study focused on comparing Japanese (travel to Mongolia) and Mongolian (travel to
Japan) tourists consumer behavior. It identified the destination expectation before travel
and destination satisfaction after travel of the two countries tourist. The respect travel
quality by measuring the difference between expectation and satisfaction, overall
satisfaction and loyalty of each destination country is analyzed. It is shown that
destination expectation, satisfaction, overall satisfaction and loyalty of Mongolian tourist
are higher than those of Japanese tourist. In each country, we also identified the
destination expectation and satisfaction will positive affect overall satisfaction and
overall satisfaction will positive affect destination loyalty. But the destination country has
not moderate effect on the effect. Finally, suggestions to improve the travel quality,
overall satisfaction and loyalty for Mongolian tourism by the comparing study are
proposed.
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