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Significance of The Study
Significance of The Study
This study focuses on the tourism industry of Bangladesh. This study aims
to understand the impact of place identity on the performance of small and
medium tourism enterprises. It also examines how place satisfaction and
support for the community mediate the relationship between place identity
and performance. This study explores the relationships between the
consumer's brand identification, and customer satisfaction, commitment,
trust, and loyalty toward travels and hotel management of Bangladesh. This
study has supported the scale's content validity. The findings have reported
a satisfactory fit for this study's research model. The empirical results shed
light on the direct and indirect effects on brand loyalty. This contribution
implies that brand trust had the highest effect on brand loyalty, and this was
followed by other determinants, including hotel identity, satisfaction, and
commitment. In conclusion, this paper identifies its research limitations and
puts forward possible research avenues.
9. References
10. Appendix
Screen shot of some questions from the Google form
Place Identity
Satisfaction
(S-9) Choosing this hotel was a wise Disagree
decision. Strongly Disagree
Neither agree or disagree
Agree
Strongly Agree
(S-10) I am happy with the decision of Strongly Disagree
choosing this hotel. Disagree
Neutral
Agree
Strongly Agree
(S-11) Overall, how satisfied or very satisfied
dissatisfied are you with this hotel? somewhat satisfied
neither satisfied nor dissatisfied
somewhat dissatisfied
very dissatisfied
SMITE's performance
Strongly Agree
(SP-16) This hotel business has been
Agree
very profitable . Neither agree nor disagree
Disagree
Strongly Disagree
Strongly agree
(SP-17) Large number of customers Agree
were gained in this hotel. Neither agree nor disagree
Disagree
Strongly Disagree
Strongly agree
(SP-18) This hotel obtained rapid
Agree
growth Neither agree nor disagree
Disagree
Strongly Disagree
Strongly agree
(SP-19) This business has been
Agree
successful enough in this hotel Neither agree nor disagree
Disagree
Strongly Disagree
Strongly agree
(SP-20) The business fully met the
Agree
expectations of owners and Neither agree nor disagree
Disagree
customers in every possible way Strongly Disagree
regarding this hotel
gender of respondence
Cumulative
Frequency Percent Valid Percent Percent
Valid male 35 70.0 70.0 70.0
female 15 30.0 30.0 100.0
Total 50 100.0 100.0
age of respondence
Cumulative
Frequency Percent Valid Percent Percent
Valid 15-25 34 68.0 68.0 68.0
26-35 15 30.0 30.0 98.0
36-45 1 2.0 2.0 100.0
Total 50 100.0 100.0
income of respondence
Cumulative
Frequency Percent Valid Percent Percent
Valid 5000-15000 26 52.0 52.0 52.0
16000-25000 11 22.0 22.0 74.0
26000-35000 8 16.0 16.0 90.0
36000 or above 5 10.0 10.0 100.0
Total 50 100.0 100.0
Crosstabs
age and gender and income of respondence
Reliability Analysis
Place identity
Reliability Statistics
Cronbach's
Alpha N of Items
.846 8
Item-Total Statistics
Cronbach's
Scale Mean if Scale Variance Corrected Item- Alpha if Item
Item Deleted if Item Deleted Total Correlation Deleted
This hotel has many 24.2200 24.298 .686 .816
advantages
This hotel is not 25.3600 28.562 .153 .883
Our hotel is envied by 24.4200 25.432 .612 .825
The feelings of native 24.2200 25.481 .601 .826
This hotel has been 24.1000 25.888 .493 .838
recognized
I feel at home 24.2800 22.124 .754 .804
This hotel is like a part 24.3000 23.357 .748 .807
I feel as a member 24.4000 23.184 .710 .811
Satisfaction
Reliability Statistics
Cronbach's
Alpha N of Items
.233 3
Item-Total Statistics
Cronbach's
Scale Mean if Scale Variance Corrected Item- Alpha if Item
Item Deleted if Item Deleted Total Correlation Deleted
Choosing this hotel 8.0000 2.408 .014 .404
I am happy with the 8.1400 1.470 .342 -.447a
Overall, how satisfied or 7.5800 2.371 .055 .311
a. The value is negative due to a negative average covariance among items. This violates reliability
model assumptions. You may want to check item co-dings.
Reliability Statistics
Cronbach's
Alpha N of Items
.608 4
Item-Total Statistics
Cronbach's
Scale Mean if Scale Variance Corrected Item- Alpha if Item
Item Deleted if Item Deleted Total Correlation Deleted
From scale 1-5 11.5800 4.330 .376 .553
This hotel provide 11.2400 4.309 .360 .570
I am satisfied with 10.9800 5.693 .324 .586
The assistance environment 10.8400 4.423 .538 .431
SMTE's performance
Reliability Statistics
Cronbach's
Alpha N of Items
.832 5
Item-Total Statistics
Cronbach's
Scale Mean if Scale Variance Corrected Item- Alpha if Item
Item Deleted if Item Deleted Total Correlation Deleted
This hotel business has 15.5800 8.820 .461 .840
Large number of customer 15.6400 7.664 .561 .819
This hotel obtained 15.8800 6.557 .806 .743
This business has been 15.5800 7.840 .694 .785
successful
The business fully met the 15.8000 6.939 .663 .790