A COMPARATIVE ANALYSIS OF CONSUMER BEHAVIOR BETWEEN MONGOLIAN AND JAPANESE TOURIST

• Main Authors: Badral Erdenechuluun, 艾玉炘
• Other Authors: 羅乾鐘
• Format: Others
• Language: en_US
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/41159594967315112003

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.