The impact of service

quality on revisit
intention with mediating
approaches of e-WOM
and satisfaction in
Yangon, Myanmar

Student Number -2019190032

Date -2nd July 2020

Department - Tourism Management

School of Tourism Sciences

Background of the Study
Due to the increased competition among tourist destinations, determining
travelers’ satisfaction and their intention to revisit and recommend the
destination to others is important for marketers and destination managers. After
COVID-19 outbreak, the world considers health and safety security concerns as
primary and travel restrictions and bans have severely damaged tourism
economy. Mostly destinations are struggling to promote the tourism industry to
recover as soon as possible by using all channels such as social media, electronic
media, etc. The future of tourism relies greatly on the capability of a country to
offer highly competent tourism products to satisfy continuously varying
preferences, expectations, and the growing requirements of worldwide tourists.
In the tourism sector, it is essential to ensure that tourists revisit specific places
in the future, which depends on the first visit experience and attractions
(Osman, Z., & Sentosa, I, 2013). However, the ability of WOM is even higher than
that of the commercial information produced or provided. WOM marketing is a
good way for the destinations to restore their image in times of crisis.
In the develop countries like Myanmar, eWOM, which is directly impacting the
tourist satisfaction which needs to be seriously improved
 Research questions and Objectives

This study attempts to mediate services provider organizations in Myanmar, travelers, and policymakers
to implement sustainable tourism.

This study will conduct service quality of destination with two mediating variables to revisit intention of
tourists.

To examine electronic word of mouth, tourism satisfaction as a mediator assists us with a better
understanding of why and how tourists’ intention can be improved by services.

To understand which operational practices of service quality should be used by DMO in the future

To understand the effective ways for building the tourists satisfaction to promote the revisit intention
through eWOM by enhancing the reputation of destination.
 
Significance of the Study
Theoretical contribution

1) Enrich the WOM marketing theories for the destinations with acting as a mediating variable.
2) Dig out an improved consideration of the principal mechanisms where tourists linked these approaches with
satisfaction.

Practical contribution

1) Provide rational suggestions for destination marketer to promote tourists visit intention.

2) Clarify the impact of service quality and destination-related factors on tourist satisfaction, which in turn play an
important role in the activation of Myanmar tourism

3) A new marketing idea that could be adopted by the tourism marketing authorities .
Literature Review

There are previous studies based on word of mouth play the mediating role in the
relationship between destination image and intention to visit (Xu, F., Niu, W., Li,
S., & Bai, Y,2020, Setiawan, P. Y., Troena, E. A., & Armanu, N., 2014, Soleimani, A.
G., & Einolahzadeh, H.,2018). It is discussed in tourism services literature that
eWOM has an encouraging impact on visiting attractions and satisfaction and
eWOM can reduce the cost of advertising or promotion to attract people by
providing services in a better way. Prior research has suggested that a favorable
destination image produces higher tourist satisfaction. eWOM is an essential
means where people can gain or share information regarding their own interests,
which includes service quality, brand products, traveling experiences, and food.
(Chevalier, J. A., & Mayzlin, D,2006).
Research Content
E WOM
WOM refers to verbal interpersonal communication between the giver and the receiver, and the
receiver believes that the giver’s WOM about a brand, product, or service is noncommercial
(Arndt,1967). WOM is regarded as a functional means of information that assists the public to assess
the service quality, by either attracting or detracting their intentions to use them (Jalilvand, M. R.,
Samiei, N., Dini, B., & Manzari, P. Y,2012).The advanced level of WOM is an electronic WOM (eWOM)
that is currently being spread by different platforms, and it is even more helpful to assess tourism
services (Litvin, S. W., Goldsmith, R. E., & Pan B. ,2008).

Service Quality
Destination quality as tourists perceptions of destination performance to meet their needs and expectations (Tsaur
et al, 2016). Destination service quality is created by the processes of service delivery, such as friendliness,
politeness, and efficiency and results the quality of services such as accommodation, food and leisure facilities
(Zabkar et al.,2010; Gallarza et al., 2013; Ramseook-Munhurrun et al., 2015). A tourism product is a bundle of
elements such as accommodation, food and entertainment at destination level (Zabkaret al., 2010). The tourists
have experiences with destinations and their perceptions are influenced by destination facilities, destination
accessibility and destination attraction (Chen &Tsai, 2007; Al-Ababneh, 2013).
Satisfaction

Tourist’s satisfaction is a vital component in all organization’s policies in tourism industry because
tourist’s satisfaction can give impact toward the future of the service provider especially in a tourist
destination that provides the visitor with experience and services (Maruthaiah & Rashid, 2014). Tourist’s
satisfaction is also one of the important keys to engaging the tourist to the destination so that they will
revisit and stay loyal to that destination (Zeithaml et al., 1996).

Revisit intention
Destination marketers are interested in understanding the drivers of tourist intention to revisit, because
the cost of retaining re-visitors is much less than the cost of attracting new visitors (Um, Chon, & Ro,
2006).
Several scholars have indicated that destination image, eWOM, tourist satisfaction, and intention to visit
are strongly connected with each other, and they additionally stated that for the flourishing of tourism,
tourist visits should be enhanced or attracted through positive destination image, eWOM, and tourist
satisfaction (Han, H., & Ryu, 2009).
 Methodology
Correlational with Quantitative approach
This study will carried out to measure the intervening influence of destination service quality and
eWOM on the relations with tourist satisfaction and intention to visit.

The measurement model of the current study will based on the CFA(Confirmatory Factor Analysis)
to analyze the measurement model by calculating the discriminant, content, and convergence
validities. The measurement model includes five latent variables in a related hypothesis model,
including service quality, satisfaction, WOM, and revisit intention.

Reliability and Validity Analysis :Cronbach’s alpha is a commonly operated statistical technique for
assessing the reliability of construct.

Model Fit Analysis the AMOS17.0 (International Business Machines Corporation, New York, NY,
USA) was used to test the model fit.

Mediating Effect Analysis : The bootstrapping method will use to measure the mediating effect.

Structural equation modeling (SEM) will use to determine the structural model if the hypothesized
model is in accordance with the data.
Research Instrument and Questionnaire Design
Questionnaire based survey will be handed out by local tour guides and MTM (Myanmar
Tourism Marketing Association) to conduct the questionnaire survey to tourists who had
visited in Myanmar.

A questionnaire-based survey will base on the ideas of literature review and previous studies.
In this research process, first read relevant literature, conduct a literature review, identify
gaps in previous research, and raise research questions.

The respondents are asked to rate these variables at five point scale according to their order
of perception of each The scores assigned on these scales are from 5 to 1 respectively.

Before the formal investigation, this study will conduct a presurvey (Pilot Study ) to check the
good content validity . The final questionnaire will develop after the presurvey.
Variables Item References
WOM1:I would say positive things about Destination to other people . N. M. Suki (2014)
WOM WOM2: . I would recommend there to someone who seeks my advice. Y. K. Kim, H. R. Lee
WOM3: . I would encourage friends and relatives to visit there . (2011)
WOM4: I would highlight the positive aspects of this destination to
anyone who criticized it.

Satisfaction TS 1:I think I made the right decision by choosing this destination S. San-Martin et al
TS 2. I am pleased to have visited there. (2015)
TS3. I feel satisfied with overall destination service. H. J. Kim et al (2013)
TS4 . This destination performance exceeds my expectations. Y. Shi et al (2014)

Revisit Intention VI 1. I consider this destination as my first choice compared to

others. T. (Terry) Kim et al
VI 2. I intend to revisit this destination in the near future. (2009)
. VI 3. It is very likely that I will revisit this destination. H. J. Kim et al (2013)
VI 4 I would like to revisit this destination more often. S. San-Martin et al
(2015)
H. J. Kim et al (2013)
Y. Shi et al (2014)
 Item
Variable References
SQ 1 : facilities
Service Quality Facilities quality was determined based on quality
Al-Ababneh (2013)
of restaurants, souvenir and tour guide.
The offer of local cuisine.
Possibilities for shopping.
Night life and entertainment.
SQ 2 : The destination can be easily reached to
tourists side
SQ4 : attractions : This tourist destination has a
unique attraction
SQ 5: General service quality of this tourist
destination offer
SQ 6:The staff at this tourist destination is friendly
towards the guests and always put the guest first
SQ 7 : Personal safety and security.
SQ 8: Overall cleanliness of the destination.
Climate conditions.
SQ 9 : The quality of the accommodation (hotel,
motel, apartment...)
SQ 10 : Friendliness of the local people.
 Sampling Method and Formula
Target Population -Tourists who had visit Myanmar before

Sampling method -Sample Random Sampling Method

Sample Size will be calculate with the 5% of margin error and 95%
confidence level .
Hypotheses
Hypothesis 1 (H1). The service quality is significantly associated with electronic word of mouth

Hypothesis 2 (H2). The service quality is significantly associated with tourist satisfaction.

Hypothesis 3 (H3). Hypothesis 4 (H4). Electronic word of mouth is significantly associated with tourist
satisfaction

Hypothesis 5 (H5). Electronic word of mouth is significantly associated with intention to visit.

Hypothesis 6 (H6). Tourists satisfaction is significantly associated with intention to visit.

Mediating Hypotheses

Hypothesis 7 (H7). Electronic word of mouth mediates the relationship between service quality and intention
to visit.

Hypothesis 8 (H8). Tourist satisfaction mediate the relationship between service quality and intention to visit
 E WOM

H1 H5

H7
H3
Service Quality Revisit intention

H8 H4

H2 H6
Tourists Satisfaction

Conceptual Framework of this Study

Technical Route
Feasibility Analysis
Possible Problem and Solution
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