{"_buckets": {"deposit": "1e49d08a-0571-44cc-9b37-778724c12566"}, "_deposit": {"created_by": 20, "id": "8291", "owner": "20", "owners": [20], "owners_ext": {"displayname": "", "username": ""}, "pid": {"revision_id": 0, "type": "depid", "value": "8291"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/00008291"}, "author_link": [], "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "Motivation and Destination Loyalty of Tourists in Myanmar", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "This study aims to examine the influencing motivation of tourists on their perception of performance quality and experience quality, to analyze the effect of performance quality on experience quality and their effect on tourist satisfaction, and investigate the influence of tourist satisfaction on their destination loyalty. To reach the research objectives, the study applies both descriptive and analytical methods. The analysis is mainly conducted based on the data collected from 340 respondents who are proportionately selected from 2907 tourists who visited Yangon, Bagan, Mandalay, and Inle with the services of 10 selected tour companies in 2019. The data are gathered from selected respondents through Google Form during the period of January to March 2020 by using a self-administered questionnaire designed with 5-point Likert scale. The results of the study illustrate that tourist perception on performance quality is influenced by four push factors: novelty seeking, cultural experience, social contact, and relaxation and three pull factors: cultural and historical place, tourism facilities and environmental and safety. Tourist perception on experience quality is influenced by three push motivation factors: novelty seeking, adventure, and relaxation and two pull motivation factors: cultural and historical place and environmental and safety. Moreover, the results indicate the positive effect of performance quality on experience quality. Among six dimensions of performance quality, attractions, amenities, activities, and ancillary services have positive effect on experience quality whereas accessibility dimension has negative impact. In addition, tourist satisfaction is influenced by four dimensions of performance quality: attraction, amenities, available package and ancillary services, and three dimension of experience quality: education, entertainment, and escapist. Finally, destination loyalty is influenced by both emotional satisfaction and cognitive product satisfaction. According to the results, it can be concluded that tourists who are satisfied with the experience during their visit to Myanmar are encouraged to have destination loyalty to Myanmar. Based on the results, this study suggests responsible authorities, related agencies, and tour operators to exploit full potential of existing destinations and to endorse newly developed destinations and also to implement attractive promotional programs in order to raise the awareness and to stimulate the motivation of the tourists. By doing so, it can be expected to attract and retain the new tourists, to enhance their satisfaction, to promote the destination loyalty, and thereby, to realize the sustainable development of tourism industry in Myanmar."}]}, "item_1583103120197": {"attribute_name": "Files", "attribute_type": "file", "attribute_value_mlt": [{"accessrole": "open_access", "date": [{"dateType": "Available", "dateValue": "2022-07-30"}], "download_preview_message": "", "file_order": 0, "filename": "Myint  Myint May, PhD.Za-4,.pdf", "filesize": [{"value": "3.3 MB"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "mimetype": "application/pdf", "size": 3300000.0, "url": {"url": "https://meral.edu.mm/record/8291/files/Myint  Myint May, PhD.Za-4,.pdf"}, "version_id": "a2442f8b-16b0-4e31-a658-e7c54088241b"}]}, "item_1583103233624": {"attribute_name": "Thesis/dissertations", "attribute_value_mlt": [{"subitem_awarding_university": "Yangon University of Economics", "subitem_supervisor(s)": [{"subitem_supervisor": "Prof. Dr. Nu Nu Lwin"}]}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Myint Myint May"}]}]}, "item_1583108359239": {"attribute_name": "Upload type", "attribute_value_mlt": [{"interim": "Other"}]}, "item_1583108428133": {"attribute_name": "Publication type", "attribute_value_mlt": [{"interim": "Dissertation"}]}, "item_1583159729339": {"attribute_name": "Publication date", "attribute_value": "2022-07-01"}, "item_title": "Motivation and Destination Loyalty of Tourists in Myanmar", "item_type_id": "21", "owner": "20", "path": ["1582965742757"], "permalink_uri": "https://meral.edu.mm/records/8291", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2022-07-30"}, "publish_date": "2022-07-30", "publish_status": "0", "recid": "8291", "relation": {}, "relation_version_is_last": true, "title": ["Motivation and Destination Loyalty of Tourists in Myanmar"], "weko_shared_id": -1}