1

PhD Candidacy Presentation

Tourists’ Revisit Behavioural Intentions to

Beach Destinations of Bangladesh

Chairperson
Dr. Anbalagan Krishnan
Associate Professor, &
Director of Academic Quality,
Md. Kamrul Hasan Curtin University, Sarawak, Malaysia.
ID. 700015264
Supervisors
Area of Study: Tourism Marketing Dr. Ahmed Rageh,
June 2016 Dr. Shamsul kamariah,
Dr. Lew Tek Yew, and
Dr. Md. Faridul Islam,
Faculty of Business,
Curtin University, Malaysia.

Curtin University Faculty of Business An Empirical Examination of Tourists’ Future Behavioural Intentions:
Sarawak, Malaysia A Study in the Context of Beach Destinations in Bangladesh
 2

Contents of the Presentation

Slide
No. Contents
No.
1. Background of the Study 03
2. Problem Statement of the Study 05
3. Research Gap of the Study 07
4. Objectives of the Study 08
5. Literature Review, Research Questions, and 09
Hypotheses
6. The Conceptual Model of the Study 20
7. Contribution of the Study 22
8. Methodology of the Study 23
9. Research Considerations 26
10. Research Time Line 27

Curtin University Faculty of Business An Empirical Examination of Tourists’ Future Behavioural Intentions:
Sarawak, Malaysia A Study in the Context of Beach Destinations in Bangladesh
 3

Background of the Study

Why is Beach
Tourism?

 Beach tourism is a nature-based tourism

combination of water, sky, sun, sand, hill and forest.
(Connel, 2006)

 The popularity of beach tourism is expanding

from elite classes to working classes (Laura, 2013)
 Beach tourism is three times popular than other
types of tourism. (Ajzeen, 1992)

 In the USA, 72% American prefer to visit beach

tourism for vacation. (Houston, 2013)
 Over the time, many coastal counties have shifted to
tourism dependent economy. (Yehuda et al., 2004)

Curtin University Faculty of Business An Empirical Examination of Tourists’ Future Behavioural Intentions:
Sarawak, Malaysia A Study in the Context of Beach Destinations in Bangladesh
 4

Background of the Study

Beach
Tourism in
Bangladesh?

 Bangladesh is an Asian country with a high

potential for tourism (Mamun et al., 2013).

Bangladesh has the world’s longest unbroken

sandy beach at Cox’s Bazar (Ethirajan, 2012).

 Nearly three million tourists visit only at Cox’s

Bazar Beach (Mir & Parvin, 2009).

Tourism has brought a big economic change in

these areas. (Hasan, Mondal, & Shah, 2013).
 Socio-economy, standard of living, sustainability of
tourism are dependent on the flow of tourists arrival in
these areas (Ahmmed, 2010).

Curtin University Faculty of Business An Empirical Examination of Tourists’ Future Behavioural Intentions:
Sarawak, Malaysia A Study in the Context of Beach Destinations in Bangladesh
 6

Problem Statement of the Study

Tourists
characteristics
To develop
the tourism products Travel characteristics

To promote Tourists psychology

the tourism products
Knowledge of Tourists need

To marketing Tourists Behaviour Tourists Motivation

the tourism products
Perceptions of quality
Kim et al., 2013
Choibamroong, 2014  Tourists satisfaction
Tosun et al., 2015
 Overall perceptions

Curtin University Faculty of Business An Empirical Examination of Tourists’ Future Behavioural Intentions:
Sarawak, Malaysia A Study in the Context of Beach Destinations in Bangladesh
 6

Problem Statement of the Study

Stylos et al., 2016 Evaluative factors  Perceived Quality

Sohn et al., 2016
Tosun et al., 2015  Perceived Value
Allameh et al., 2015
Ranjbarian and  Tourists Satisfaction Tourists
Pool, 2015 Future Intentions
 Destination Image
… the possibility to return
 Tourist Attitude … willingness to recommend to others
Inter-personal

Petric et al., 2016

… word-of-mouth to potentials
factors

Song et al., 2012

Han and Kim, 2010  Personal Factors (Kim et al., 2013)
Ziadat et al., 2010
 Social Influences

Therefore,
referring to the current literature, an integrated conceptual model incorporating both
factors can explain more variance to predict tourists future intentions

Curtin University Faculty of Business An Empirical Examination of Tourists’ Future Behavioural Intentions:
Sarawak, Malaysia A Study in the Context of Beach Destinations in Bangladesh
 7

Research Gap?

But,
(i) no integrated model, so far, has been found in the current literature covering
tourists evaluative factors along with tourists inter-personal factors to
investigate tourists future intentions in general context.

(ii) no study, so far, has been found to investigate tourists future intentions using
an integrated model in the context of beach tourism.

Curtin University Faculty of Business An Empirical Examination of Tourists’ Future Behavioural Intentions:
Sarawak, Malaysia A Study in the Context of Beach Destinations in Bangladesh
 8

Objectives of the Study

The aim of this study is to predict tourists’ future behavioural intentions to beach tourism
destinations.

This study also intends to address the following specific objectives:

 The effect of perceived service quality and perceived value on tourists’ future intentions
to beach destinations.
 Impact of tourists’ satisfaction with the facilities provided at beach destinations on their
future intentions.

 Influence of destination image on tourists’ future intentions to beach tourism

destinations.

 The effect of tourists’ attitudes towards beach destinations on their future intentions.

 Finally, the impact of tourists’ past experiences and environmentally concerned behavior
on their future intentions to beach destinations.

Curtin University Faculty of Business An Empirical Examination of Tourists’ Future Behavioural Intentions:
Sarawak, Malaysia A Study in the Context of Beach Destinations in Bangladesh
 9

Literature Review
!! Perceived Service Quality, Perceived Value and Future Intentions !!

Tosun et al. (2015) Destination service quality and affective image influence tourists revisit intention.

Marinkovic et al. (2014) Atmosphere, service quality and price influence travelers intention to return and recommend.

Jin et al. (2013) Perceived value, destination image and place attachment influence visitors behavioral
intentions.
Bigne et al. (2014) Variety seeking, perceived value, switching costs, and past behavior affect short run and long
run revisit intention.

Perceived
Quality

Perceived
Value
Future
Intentions

Hypothesis 1.1: Service quality perceived by tourists has a positive impact on future intentions to beach destinations.

Hypothesis 1.2: Value perceived by tourists has a positive impact on their future intentions to beach destinations.

Curtin University Faculty of Business An Empirical Examination of Tourists’ Future Behavioural Intentions:
Sarawak, Malaysia A Study in the Context of Beach Destinations in Bangladesh
 10

Literature Review
!! Perceived Service Quality, Perceived Value and Future Intentions !!

Tosun et al. (2015) Destination service quality and affective image influence tourists revisit intention.

Marinkovic et al. (2014)Research question.

Atmosphere, 1. How
service do perceived
quality service
and price quality
influence and perceived
guests intention to return and recommend.
value influence tourists’ future intentions to beach destinations?
Objective 1. The effect of perceived service quality and perceived value on
Jin et al. (2013) Perceived
tourists’ value,
future destination
intentions image
to beach and place attachment influence visitors behavioral
destinations.
intentions.
Bigne et al. (2014) Variety seeking, perceived value and switching costs, past behavior affect short run and long
run revisit intention.

Perceived
Quality

Perceived
Value
Future
Intentions

Hypothesis 1.1: Service quality perceived by tourists has a positive impact on future intentions to beach destinations.

Hypothesis 1.2: Value perceived by tourists has a positive impact on their future intentions to beach destinations.

Curtin University Faculty of Business An Empirical Examination of Tourists’ Future Behavioural Intentions:
Sarawak, Malaysia A Study in the Context of Beach Destinations in Bangladesh
 11

Literature Review
!! Service Quality, Perceived Value, Satisfaction and Future Intentions !!

Ranjbarian et al. (2015) Service quality, perceived value affect satisfaction and these two factors also affect tourists
intention to revisit the place.
Allameh et al. (2015) Perceived value, service quality influence tourists satisfaction and future behavior positively

Petrick et al. (2016) Satisfaction, social identity, subjective norm and PBC influence festival revisit intention

Sohn et al. (2016) Perceived risk, evaluation and satisfaction affect behavioral intention to visit local festival

Perceived
Quality

Perceived
Value

Future
Satisfaction
Intentions

Hypothesis 1.1 a: Tourists’ perceived quality has a positive impact on their satisfaction.
Hypothesis 1.2a: Tourists’ perceived value has a positive influence on their satisfaction
Hypothesis 2: Tourists’ satisfaction with beach destinations has a positive effect on their future intention.

Curtin University Faculty of Business An Empirical Examination of Tourists’ Future Behavioural Intentions:
Sarawak, Malaysia A Study in the Context of Beach Destinations in Bangladesh
 12

Literature Review
!! Service Quality, Perceived Value, Satisfaction and Future Intentions !!

Ranjbarian et al. (2015) Service quality, perceived value affect satisfaction and these two factors also have a positive
impact on tourists intention to revisit the place.
Research question. 2. How does tourists’ satisfaction with the facilities
Allameh et al. (2015) Perceived value, service quality influence tourists satisfaction and future behavior positively
provided at beach destinations influence their future intentions?
Objective 2. Impact of tourists’ satisfaction with the facilities provided
Petrick et al. (2016) Satisfaction,
at beach social
destinations identity,
on their subjective
future norm and PBC influence festival revisit intention
intentions.
Sohn et al. (2016) Perceived risk, evaluation and satisfaction affect behavioral intention to visit local festival

Perceived
Quality

Perceived
Value

Future
Satisfaction
Intentions

Hypothesis 1.1 a: Tourists’ perceived quality has a positive impact on their satisfaction.
Hypothesis 1.2a: Tourists’ perceived value has a positive influence on their satisfaction
Hypothesis 2: Tourists’ satisfaction with beach destinations has a positive effect on their future intention.

Curtin University Faculty of Business An Empirical Examination of Tourists’ Future Behavioural Intentions:
Sarawak, Malaysia A Study in the Context of Beach Destinations in Bangladesh
 13

Literature Review
!! Destination Image and Tourists’ Future Intentions !!

Han & Kim (2010) Destination overall image, past experience and satisfaction influence revisit intention to green hotel
Stylos et al. (2016) Destination image, personal normative belief influence intention to revisit a destination.

Assaker&Hallak(2013) Destination image influence tourists’ satisfaction and revisit intention to the same destination
Jalilvand et al. (2012) Destination image influences attitude and then attitude influence intention to recommend
others

Perceived Quality

Perceived Value

Satisfaction

Destination Future
Image Intentions

Hypothesis 3: Destination image has a positive impact on tourists’ future intentions to beach destinations.

Hypothesis 3a: The more favorable the destination image, the higher the satisfaction with beach destinations.
Hypothesis 3b: The more favorable the destination image, the higher the positive attitudes towards future
intentions to beach destinations.

Curtin University Faculty of Business An Empirical Examination of Tourists’ Future Behavioural Intentions:
Sarawak, Malaysia A Study in the Context of Beach Destinations in Bangladesh
 14

Literature Review
!! Destination Image and Tourists’ Future Intentions !!

Han & Kim (2010) Destination overall image, past experience and satisfaction influence revisit intention to green hotel
Stylos et al. (2016) Research question.
Destination 3. How does
image, personal destination
normative beliefimage affect
influence tourists’to
intention future
revisit a destination.
intentions to beach tourism destinations?
Assaker&Hallak(2013) Objective 3. Influence
Destination of destination
image influence tourists’image on tourists’
satisfaction future intention
and revisit intentionstotothe same destination
beach tourism destinations.
Jalilvand et al. (2012) Destination image influences attitude and then attitude influence travel intention to the
destination

Perceived Quality

Perceived Value

Satisfaction

Destination Future
Image Intentions

Hypothesis 3: Destination image has a positive impact on tourists’ future intentions to beach destinations.

Hypothesis 3a: The more favorable the destination image, the higher the satisfaction with beach destinations.
Hypothesis 3b: The more favorable the destination image, the higher the positive attitudes towards future
intentions to beach destinations.

Curtin University Faculty of Business An Empirical Examination of Tourists’ Future Behavioural Intentions:
Sarawak, Malaysia A Study in the Context of Beach Destinations in Bangladesh
 15

Literature Review

!! Tourists Attitude and Future Intentions !!

Jalilvand et al. Destination image influence attitude, DI and Attitude influence intention to recommend others
(2012)
Lee et al. (2009) Attitude, motivation and satisfaction have significant influence on behavioral intention to visit
Zhang et al. (2015) Tourists Attitude, subjective norm have significant influence on loyalty intention

Perceived
Quality

Perceived Value

Satisfaction

Destination Future
Image Intentions

Tourist
Attitude

Hypothesis 4. Tourists’ positive attitude toward beach destinations affects their future intentions

Curtin University Faculty of Business An Empirical Examination of Tourists’ Future Behavioural Intentions:
Sarawak, Malaysia A Study in the Context of Beach Destinations in Bangladesh
 16

Literature Review

!! Tourists Attitude and Future Intentions !!

Zhang et al. (2015) Tourists Attitude, subjective norm have significant influence on behavioral intention
Lee et al. (2009) Research
Attitude, question.
motivation4.and
How does tourists’
satisfaction attitude
have toward
significant beach on behavioral intention
influence
tourism destinations influence their future intentions?
Jalilvand et al. (2012) Destination image influence attitude, DI and Attitude influence travel intention
Objective 4. The effect of tourists’ attitudes towards beach
destinations on their future intentions.

Perceived
Quality

Perceived Value

Satisfaction

Destination Future
Image Intentions

Tourist
Attitude

Hypothesis 4. Tourists’ positive attitude toward beach destinations affects their future intentions

Curtin University Faculty of Business An Empirical Examination of Tourists’ Future Behavioural Intentions:
Sarawak, Malaysia A Study in the Context of Beach Destinations in Bangladesh
 17

Literature Review
!! Tourists Past Experiences, ECB and Future Intentions !!
Song et al. (2012) Tourists past experience, positive emotion and social influence have significant impact on
revisit intention and word-of-mouth creation
Kim and Han (2010) Tourists frequency of past behavior, subjective norm and perceived behavioral control have
significant influence on revisit intention
Oh and Hsu (2001) Tourists past experience, social norms have positive impact on attitude and attitude has impact
on behavioral intentions.
Lee (2005) Tourists past experience influence attitude, and attitude influence behavioral intention

Perceived
Quality

Perceived Value
Satisfaction

Destination Future
Image Intentions

Tourist
Attitude
Past Experiences

Hypothesis 5.1: Tourists’ frequency of past visit has a positive impact on future intentions to beach destinations.
Hypothesis 5.1a: Tourists’ frequency of past visit has a positive impact on attitude toward future intentions to beach destinations

Curtin University Faculty of Business An Empirical Examination of Tourists’ Future Behavioural Intentions:
Sarawak, Malaysia A Study in the Context of Beach Destinations in Bangladesh
 18

Literature Review
!! Tourists Past Experience, ECB and Future Intentions !!
Song et al. (2012) Tourist’s environment friendly perceptions affect nature-based festival attendance
intention.
Kim and Han (2010) Customers environment concerns influence their attitude and then attitude affect
environment friendly service choice intention

Perceived
Quality

Perceived Value

Satisfaction

Destination Future
Image Intentions

Tourist
Attitude
Past Experiences

Envt. Concern
Behavior

Hypothesis 5.2: Tourists’ environment concern behavior has a positive influence on future intentions to beach destinations.
Hypothesis 5.2a: Tourists’ environment concern behavior has a positive influence on their attitude future intentions to beach
destinations.

Curtin University Faculty of Business An Empirical Examination of Tourists’ Future Behavioural Intentions:
Sarawak, Malaysia A Study in the Context of Beach Destinations in Bangladesh
 19

Literature Review
!! Tourists Past Experience, ECB and Future Intentions !!
SongResearch question.Tourist’s
et al. (2012) 5. How do tourists’ past
environment experience
friendly and environment
perceptions concern behavior
affect nature-based affect
festival attendance
their future intentions to beach
intention. tourism destinations?
Han etObjective
al. (2010, 5.
b)The impact
Customers environment
of tourists’ concerns and
past experiences influence their attitude
environmentally and thenbehavior
concerned attitudeon
affect service
choice intention
their future intentions to beach destinations.

Perceived
Quality

Perceived Value

Satisfaction

Destination Future
Image Intentions

Tourist
Attitude
Past Experiences

Envt. Concern
Behavior

Hypothesis 5.2: Tourists’ environment concern behavior has a positive influence on future intentions to beach destinations.
Hypothesis 5.2a: Tourists’ environment concern behavior has a positive influence on their attitude future intentions to beach
destinations.

Curtin University Faculty of Business An Empirical Examination of Tourists’ Future Behavioural Intentions:
Sarawak, Malaysia A Study in the Context of Beach Destinations in Bangladesh
 20
20

The Conceptual Model

Perceived Value

Perceived Quality

Satisfaction

Destination Image Tourists’ Future

Intentions

Tourist Attitude
Past Experiences

Envt. Concern
Behaviour

Figure: The Conceptual Model of the study developed by the Researcher

Curtin University Faculty of Business An Empirical Examination of Tourists’ Future Behavioural Intentions:
Sarawak, Malaysia A Study in the Context of Beach Destinations in Bangladesh
 21
21

The Conceptual Model

Perceived Value

Perceived Quality

Satisfaction

Destination Image Tourists’ Future

Intentions

Tourist Attitude
Past Experiences

Envt. Concern
Behaviour

Figure: The Conceptual Model of the study developed by the Researcher

Curtin University Faculty of Business An Empirical Examination of Tourists’ Future Behavioural Intentions:
Sarawak, Malaysia A Study in the Context of Beach Destinations in Bangladesh
 22

Contributions of the Study

Theoretical contributions:
(i) Developing an integrated conceptual model to predict tourists future
intentions incorporating both destination attributes and tourists
inter-personal characteristics

(ii) Re-examine the relationship between tourists future intentions and

its antecedents in the context of beach tourism.

Managerial contributions:
(i) Build up an attractive destination image, improve product quality,
and meet up the tourists need, expectation and satisfaction.

(ii) Retaining the existing customers, and reducing the promotion and
marketing costs that contribute to the profitability.

Curtin University Faculty of Business An Empirical Examination of Tourists’ Future Behavioural Intentions:
Sarawak, Malaysia A Study in the Context of Beach Destinations in Bangladesh
 23

Methodology of the Study

Study Area Selection: Cox’s Bazar, Saint Martin, and Kuakata Beach in
Bangladesh

Research Design:
Study 1: Qualitative study by Focus Group Discussions with the policy
makers, service providers, and local community

Study 2: Quantitative study by self administered survey with tourists

Sample Design:
Sampling techniques: Convenient sampling
(Tosun et al., 2015; Hsu & Huang, 2012; Tsai, 2010; Lam & Hsu, 2006)

Sample size: Minimum 400, Burns and Bush (1995)= 385; McNamara (1992)= 384,
Kline (2005) = 200+ (Teng et al., 2015=258; Zhang et al., 2015=300;
Jeremy, 2014=312; Hsu & Huang, 2012= 311

Curtin University Faculty of Business An Empirical Examination of Tourists’ Future Behavioural Intentions:
Sarawak, Malaysia A Study in the Context of Beach Destinations in Bangladesh
 24

Methodology of the Study

Questionnaire Design:
Measurement: Measurement are adapted from previous studies
Scaling: 7 point Likert and Semantic scales are used (Hair et al., 1988).

Pre-test: 10 Academic experts form the faculty of Business

Pilot test: 30 tourists will be interviewed from sampled beaches

Data Collection Methods: Self -administered survey by tourists at Beaches sampled

Data Analysis:
Descriptive Statistics (DS): Overview of the sample, data’s distribution,
frequency, and demographic information.

Reliability and Validity: Reliability by Composite reliability and Cronbach’s

alpha coefficient, construct validity (convergent) by AVE
and (discriminant) by standard factor loading

Curtin University Faculty of Business An Empirical Examination of Tourists’ Future Behavioural Intentions:
Sarawak, Malaysia A Study in the Context of Beach Destinations in Bangladesh
 25

Methodology of the Study

Data Analysis:

Exploratory Factor Analysis (EFA): Correlation matrix, significance level,

sampling adequacy, and factorability

Confirmatory Factor Analysis (CFA): Investigate the model’s goodness of

fit to the data.

Structural Equation Modeling (SEM): It can simultaneously estimate multiple

regression equations in a single framework.

Data Analysis Software: Statistical Package for Social Sciences (SPSS) and Amos
(Latest versions)

Curtin University Faculty of Business An Empirical Examination of Tourists’ Future Behavioural Intentions:
Sarawak, Malaysia A Study in the Context of Beach Destinations in Bangladesh
 26

Research Considerations

Ethical Issues: An ethical approval will be taken from Curtin University’s

Human Research Ethics Committee.

Facilities and Resources: A computer with internet access, library facilities,

printing, photocopying, stationery supplies, SPSS and AMOS
software for data analysis, and financial support for data collection.

Data Storage: All data collected and research materials will be stored in a
Computer Data Management System of Curtin University,
Sarawak, Malaysia for a minimum period of five years.

Curtin University Faculty of Business An Empirical Examination of Tourists’ Future Behavioural Intentions:
Sarawak, Malaysia A Study in the Context of Beach Destinations in Bangladesh
 27

Research Time Line

2016
2015 2017 2018
Activities
Q. 1 Q. 3 Q. 2 Q. 3
Q. 4 Q. 2 Q. 4 Q. 1 Q. 3 Q. 4 Q. 1 Q. 2 Q. 4

Literature Review

Development of Questionnaire

Collection of Data

Data Process and Analysis

Submission of Mid-term Report

Thesis Preparation

Pre-Viva Presentation

Finalization and Submission of thesis

Curtin University Faculty of Business An Empirical Examination of Tourists’ Future Behavioural Intentions:
Sarawak, Malaysia A Study in the Context of Beach Destinations in Bangladesh
 28

Acknowledgements

 Graduate School, Curtin University, Sarawak, Malaysia

 Dean, Faculty of Business

 Deputy Dean, & Associate Deans

 Chairperson of the thesis committee

 Supervisors of the thesis committee

&
 Dean, Graduate School

Curtin University Faculty of Business An Empirical Examination of Tourists’ Future Behavioural Intentions:
Sarawak, Malaysia A Study in the Context of Beach Destinations in Bangladesh