| Summary: | 碩士 === 亞洲大學 === 經營管理學系 === 102 === The Mongolian steppes, nomads, horses, and gers (Mongolian style house) form the region’s icon attraction; thousands of tourists from various countries visit Mongolia just to see the untouched nature and rich nomadic culture. Properly using this central image in Mongolian marketing, the tourism industry of the country is rapidly growing. The increasing sophistication of customers’ demands in Khuvsgul province coupled with the increasing market competition has posed a new challenge to tourism bases located around the attraction sites.
The purpose of this study was to measuring the impact of perceived value and service quality on tourist satisfaction through destination image in Khuvsgul Lake tourism sites. The research objectives this study examined are as follows: (1) To explore the causal relationship between service quality, perceived value and destination image; (2) To explore the causal relationship between service quality, perceived value, destination image and tourist satisfaction; (3) To investigate whether the destination image has a mediating role tourist satisfaction of Khuvsgul Lake, Mongolia. This study adopted Statistical Package for the Social Sciences (SPSS 20) to analyze the data collected from chosen camps. Descriptive analysis, factor analysis and regression analysis were used to validate the data and test hypotheses.
The result of this research will benefit the management unit of tourist camps in Khuvsgul Lake by identifying the factors influencing tourist satisfaction, and help them to indicate the areas that they are doing well and general managerial problems. The most important finding of this study is that besides playing an important role in tourist satisfaction and intention to revisit, destination image also influences the impact of service quality and perceived value.
Keywords: Service quality, perceived value, destination image and tourist satisfaction.
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