Does Destination Image and Perceived Destination Quality

Influence Tourist Satisfaction and Word of Mouth of Culinary

Tourism

Heri Setiawan

Business Administration Department, State Politechnic of Sriwijaya, Palembang, Indonesia

Keywords: Destination Image, Perceived Destination Quality, Satisfaction, Word of Mouth

Abstract: Empirical evidence of the influences of destination image and perceived destination quality on tourist

satisfaction and word of mouth in culinary tourism is still quite limited. This study aimed to test the

empirical model of the relationship between the destination image and perceived destination quality with the

tourist satisfaction and word of mouth. Data analysis technique used was a structural equation model with a

sample of 170 local tourists who visited the culinary tourism destination in Palembang. The results of this

study explained that the destination image had a positive and significant impact on tourist satisfaction and

word of mouth. Perceived destination quality had a positive and significant impact on the tourist satisfaction

and had a positive and insignificant effect on word of mouth. The tourist satisfaction had a positive and

significant effect on word of mouth. The results of this study provided theoretical implications for

knowledge development and managerial implications for tourism destination managers.

1 INTRODUCTION

Tourism has become one of the growing business

sectors and has an impact on the economic growth of

a country. It is associated with various other sectors

(Wang et al., 2017; Khuong & Phuong, 2017). The

growing tourism industry is accompanied by intense

competitions among tourist destinations. A

competition among tourism destinations appears

because tourism is able to contribute to the people`s

economic and social improvements in these

destinations (Albalate & Bel, 2010). Each tourist

destination tries to attract as many tourists as

possible through the offered tourism products such

as accommodation, entertainment packages,

municipal infrastructure, and transportation (Benur

& Bramwell, 2015). The increase of tourist visit

numbers in a tourist destination is established from

the destination image, the destination quality and the

creation of tourist satisfaction in visited tourist

destinations.

The tourism destination image is an overall

impression stored in the tourist memory related with

the attribute perception of a tourist destination

(Beerli & Martin, 2004). Previous research done by

some researchers has shown that the destination

image affect the tourists` satisfaction and behaviour

in terms of the destination selection, ongoing

evaluations, and the interest of future tourist

behaviour (Bigné et al., 2001). Research of Allameh

et al., (2015) explained that the destination image

has a positive and significant impact on the

perception of destination quality directly.

A good tourism destination should be able to

provide tourist facilities that suit the visitors` needs

to provide convenience and fulfil their needs during

a visit. Facility is everything that is deliberately

provided by service providers to be used and

enjoyed by consumers to provide the maximum

satisfaction level (Kotler, 2009). Good tourism

facilities can provide maximum satisfaction to the

visitors, and will serve as a base for tourists to make

return visit in the future and their willingness to tell

positive things to other people (Tian-Cole &

Crompton, 2003). The quality perception affects

consumer satisfaction based on consumer

experience, which encourages the increase of

consumer satisfaction with various services over

time (Jridi et al., 2014).

The study conducted by Zabkar et al., (2010)

explained that the destination quality perception

such as accommodation, local hospitality and

Setiawan, H.

Does Destination Image and Perceived Destination Quality Inﬂuence Tourist Satisfaction and Word of Mouth of Culinary Tourism.

DOI: 10.5220/0008436400200028

In Proceedings of the 4th Sriwijaya Economics, Accounting, and Business Conference (SEABC 2018), pages 20-28

ISBN: 978-989-758-387-2

destination hygiene have a positive influence on the

tourist satisfaction directly. Research of Aliman et

al., (2016) stated that the quality perception is the

antecedent of customer satisfaction, where the

quality perception has a positive and significant

relationship with the tourist`s satisfaction. A study

of the effect of destination quality perceptions on

tourist satisfaction has been done by some

researchers (Wang et al., 2017). Jridi et al., (2014);

Chen & Tsai (2007) stated that the destination

quality perception affects the tourist satisfaction.

Word of mouth is a source of information that

plays an important role in helping tourist evaluate

the service quality, finding information and interest

in using that information (Wang et al., 2017). Word

of mouth will positively affect the tourist decision to

visit a tourist destination. When tourists speak a

positive impression of a tourist destination with

friends or family it will indirectly expand the

tourism market and can increase visits to these

tourist destinations. If tourists are satisfied with the

service in tourist destinations, then tourists will

appreciate the service quality in a destination and

respond positively and this will generate greater

interest to re-visit the destination or make a positive

recommendation of a positive word of mouth (Wang

& Hsu , 2010).

Local cuisine becomes one of tourist

considerations in the selection of tourism destination

for vacation (Alderighi, Bianchi & Lorenzini, 2016).

In this context, culinary tourism has rapidly become

one of the most exciting and popular fields in the

tourism industry (Kim, Kim & Goh, 2011). Culinary

tourism can be considered as part of cultural tourism

(Horng & Tsai, 2010), where tourists can observe,

participate, and understand about people and other

places through food and eating experiences (Lin,

Pearson & Cai, 2011). Culinary tourism refers to the

tourist participation in food-related activities during

the trip, such as buying local food and consuming

local cuisine (Tsai & Wang, 2017).

Local cuisine offered by culinary tourism

managers is expected to improve the tourist

perception about the heritage authenticity and local

wisdom and make tourists familiar with the

historical and cultural features of culinary tourism

destinations. In addition, tourists who consume local

food are expected to feel good, get a different

culinary experience, have positive and memorable

feelings and get satisfaction during a visit to culinary

tourism destination and they will recommend to

other people.

Research on the destination image, perceived

destination quality, tourist satisfaction and word of

mouth from tourists who visit the tourist

destinations, especially culinary tourism has not yet

been studied. Therefore, this research was important

to do to find out the tourist perception about the

destination image, perceived destination quality,

tourist satisfaction and word of mouth in the

culinary tourism. In addition, this study tried to

provide scientific contributions, especially studies

related to culinary tourism.

2 LITERATURE REVIEW

2.1 Destination image, tourist

satisfaction and word of mouth

The image of tourism destination is a whole

representation of knowledge, feelings, and

individual perceptions of a particular destination

(Chi & Qu, 2008). Destination image is an important

thing to be considered by tourists in choosing

destination, decision making and satisfaction (Chen

& Hsu, 2000). Chen et al., (2013) explained that the

destination image is not only an important factor in

decision making and tourist travel plans, but also

plays a role in measuring the customer satisfaction

level. Coban (2012) stated that the positive image

destination will make the tourists feel better

satisfaction. Research done by Ramseook-

Munhurrun et al., (2015); Allameh et al., (2015); Wu

(2016); Loi et al., (2017); Albaity & Melhem (2017)

stated that the the destination image has a positive

effect on the tourist satisfaction. Therefore, the first

hypothesis was proposed as follows:

: Destination image had positive and significant

effect on tourist satisfaction

Destination image will affect tourist behaviour of

tourists in choosing the destination to be visited

(Beerli & Martin, 2004; Assaker & Hallak, 2013).

When a tourist destination has been positioned, it

will be able to improve the destination image quality

and will eventually produce positive word of mouth.

An overall positive judgment to the tourism

destination contributes to return visit interest and

positive WOM (Alcaniz et al., 2008; Prayag, 2009).

Research conducted by Hanzaee & Saeedi (2011);

Castro et al., (2007) explained that the destination

image directly and indirectly influences the tourist

interest to re-visit and recommend to other people.

Coban (2012) explains that tourist who judge

positively to the destination image may be willing to

Does Destination Image and Perceived Destination Quality Inﬂuence Tourist Satisfaction and Word of Mouth of Culinary Tourism

visit again and recommend related destinations to

others. Therefore, the second hypothesis was

proposed as follows:

: Destination image had positive and significant

effect on word of mouth

2.2 Perceived destination quality,

tourist satisfaction and word of

mouth

Pike et al., (2010) stated that perceived

destination quality relates to consumer perceptions

about the destination infrastructure quality,

hospitality services, and supporting facilities such as

accommodation. Quality perception affects

consumer satisfaction based on consumer

experience, which encourages increasing consumer

satisfaction with various services over time (Jridi et

al., 2014). Perceived quality is an important factor

affecting the satisfaction and behaviour interest,

which should get special attention from the tourist

destination managers (Lai & Chen, 2011). Many

researchers explain that the perceived quality can be

regarded as a satisfactory antecedent (Lai & Chen,

2011; Kim et al., 2013; Marinkovic et al., 2014;

Khuong & Phuong, 2017). Research conducted by

Wang et al., (2017); Allameh et al., (2015); Aliman

et al. (2016); Zabkar et al., (2010) stated that the

perceived destination quality has a positive and

significant influence on the tourist satisfaction

directly. Therefore, the third hypothesis was

proposed as follows:

: Perceived destination quality has positive and

significant effect on tourist satisfaction

Tourists usually before travelling will search

information from various sources about tourist

destinations to be visited. One source of information

often used as a reference by tourists to choose a

tourist destination is word of mouth. WOM is

informal advice delivered among consumers who are

relatively interactive, fast, slightly commercial bias

and have a major impact on consumer behaviour

(East et al., 2008). Tourists will evaluate the tourist

destinations that are considered qualified and have

an appropriate tourist experience after a visit to the

destination. If tourists have high satisfaction, they

will spread positive words about tourist destinations

to other people, thus impacting other people's

decisions to visit the destination (Wang et al., 2017).

Zabkar et al., (2010) examined the level of

destination quality through accessibility of

destination, facilities, attractiveness, additional

services, and available packages. Research Wang et

al., (2017) stated that the perceived destination

quality positively and significantly influences word

of mouth. Therefore, the fourth hypothesis was

proposed as follows:

: Perceived destination quality had a positive and

significant effect on word of mouth

2.3 Tourist satisfaction and word of

mouth

Prebensen & Xie (2017) stated that consumer

satisfaction is an important factor in the service

industry. Satisfied customers are more likely to

repeat purchasing products or services; they will also

tend to say good things and recommend products or

services to other people (Kotler, 2009). Iniesta-

Bonillo et al., (2016) argued that satisfaction is an

individual's cognitive and affective activities derived

from a tourist experience. Researchers in the field of

tourism marketing argued that there is a relationship

between tourist satisfaction and tourist loyalty (Chen

& Tsai, 2007; McDowall, 2010; Sun et al., 2013).

Several previous studies have found that there is a

significant relationship between tourist satisfaction

and positive word of mouth communication (Cong,

2016; Jalilvand et al., 2017). These explain that

when tourists are satisfied with a tourist destination,

they tend to have a greater willingness to return and

inform tourist destinations to friends or family, in

the form of word of mouth (Lee et al., 2007).

Research Wang et al., (2017) stated that the tourist

satisfaction positively and significantly affect the

message chain.

: Tourist satisfaction had a positive and

significant effect on word of mouth

Figure 1: Conceptual Framework

Word of

Mouth

Destination

Image

Perceived

Destination

Quality

Tourist

Satisfaction

SEABC 2018 - 4th Sriwijaya Economics, Accounting, and Business Conference

3 METHODS

3.1 Measurement and operationalization

of constructs

Destination image is the overall belief, idea and

impression that tourists have from a destination

(Crompton, 1979). Destination image was measured

by 5 indicators based on a study by Tsai & Wang

(2017). Perceived destination quality is the

perception of tourists about the quality of destination

infrastructure, hospitality services and available

facilities such as accommodation (Pike et al., 2010).

Perceived destination quality was measured by 4

indicators based on a study by Wang et al., (2017).

Tourist satisfaction is an evaluation carried out by

tourists with regard to consumption experiences that

combine affective and cognitive dimensions (Oliver,

1980). Tourist satisfaction was measured by 4

indicators based on the study of Wang et al., (2017).

Word of mouth is an informal interpersonal

communication where the sender delivers non-

commercial messages to the recipient in relation to a

brand, product and organization or service

(Harrison-Walker, 2001). Word of mouth was

measured by 4 indicators based on the study of

Wang et al., (2017). Based on previous research,

questionnaires were developed to measure the

constructs. All items in this research are measured

by five levels of Likert Scale, with 1 representing

strongly disagree and 5 strongly agree.

3.2 Sample design and data analysis

The population in this study was local tourists

who visited various culinary tourism destinations in

Palembang. The sample is a part of the population

that has the same relative characteristics and can

represent the population. The samples of the

research were 170 respondents with the provisions

of the selection to local tourists in Palembang with

certain considerations. The research method used in

this research was survey method. Survey method is a

method of collecting data based on questions

delivered to respondents designed to obtain

information from respondents (Malhotra & Dash,

2011). This research used non probability sampling

technique that was the convenience sampling

technique. This method was a sampling procedure

that selected samples from people who were most

easily encountered or accessed as respondents while

visiting a culinary destination in Palembang.

Data analysis was done through three stages.

First, the exploratory factor analysis was done to

identify the dimension of research variable using

SPSS 22.0. Second, the confirmatory factor analysis

was done to measure the construct quality of

research variables and to know the quality of all

measurement models. Third, the relationship

between the destination image, the destination

quality perception, the tourist satisfaction and the

chain message were tested empirically using the

analysis technique of structural equation model with

AMOS 22.

4 RESUSLTS

4.1 Profile of Respondents

The respondent characteristics by age, gender,

occupation, education and intensity of visits to

culinary tourism destinations can be explained in

Table 1.

Table 1: Respondent Characteristics

Respondent

Characteristics

Samples

(n = 170)

Percentage

(%)

Age

18 – 25 year

26 – 33 year

34– 41 year

> 41 year

118

69.4

14.1

9.4

7.1

Gender

Male

Female

111

34.7

62.1

Occupation

Government officer

Private officer

Entrepreneur

Student

Others

7.6

18.8

18.2

40.6

14.7

Education

Senior high school

Diploma

Graduate

Post graduate

38.8

23.5

34.1

3.5

Visit to culinary tourism

Once times

Three times

More than three times

148

5.9

7.1

87.0

Does Destination Image and Perceived Destination Quality Inﬂuence Tourist Satisfaction and Word of Mouth of Culinary Tourism

4.2 Construct Reliability and Validity

Reliability test in this research was conducted to

assess the internal consistency of research variables.

Measurement of reliability was done by calculating

the value of Cronbach α and Composite reliability

(C.R). Cronbach α values for destination image

constructs, perceived destination quality, tourist

satisfaction and word of mouth indicated a

significant internal consistency: 0.846, 0.804, 0.762

and 0.897. The composite reliability (CR) values for

destination image construct, perceived destination

quality, tourist satisfaction and word of mouth

ranged from 0.886 to 0.898. This result explained

that the research instruments used had good

reliability because they were above the required

value, that was 0.70 for Cronbach α (Hair et al.,

2016). The results of construct reliability test

research can be seen in the table 2.

Table 2: Reliability measurement

Measures construct

Cronbach α

Composite

Reliability

(CR)

Destination image

0.846

0.892

Perceived destination quality

0.804

0.898

Tourist satisfaction

0.762

0.886

Word of mouth

0.897

0.894

Confirmatory factor analysis was used to examine

the quality of all measurement models, including

testing of convergent validity and discriminant

validity.

The convergent validity of the measurement

model was supported by item reliability, construct

reliability (composite), and average variance

extraction (Hair et al., 2016). The item reliability

indicated the amount of variance in an item

underlying the construct, and the t-value associated

with each significant loading standard (p <0.01),

indicated the item was reliable. Hair et al., (2016)

explained that the estimated reliability of the

construct should be equal or greater than 0.7 and the

average variance extraction, the size of the variance

variant described by the construct should be above

0.5.

In this study, the reliability of all study

constructs exceeded recommended levels and

extraction of average variance from destination

image, perceived destination quality, tourist

satisfaction and word of mouth greater than 0.5.

These results indicated that the measurement items

had reliability and validity. After examining the

convergent validity, to see if the items in each

construct were assembled, discriminant validity was

examined to ascertain whether discrimination

occurred between constructs.

Table 3: Convergent validity of the measurement model

Construct

Items

Standardized

Standard Error

t-value

AVE

DI1

DI2

DI3

DI4

DI5

0.655

0.749

0.851

0.810

0.875

0.211

0.277

0.250

0.278

4.743

4.718

4.679

4.642

0.627

PDQ

PDQ1

PDQ2

PDQ3

PDQ4

0.942

0.780

0.759

0.829

0.150

0.177

0.168

7.032

6.957

7.236

0.689

SAT

SAT1

SAT2

SAT3

0.785

0.780

0.811

0.137

0.138

354

7.482

0.661

SEABC 2018 - 4th Sriwijaya Economics, Accounting, and Business Conference

SAT4

0.875

0.147

6.697

WoM

WOM1

WOM2

WOM3

WOM4

0.800

0.855

0.786

0.857

0.079

0.088

12.451

10.847

11.838

0.680

Table 4: Discriminant validity

Construct

Mean

S.D

PDQ

SAT

WoM

4.1

0.7

.603

PDQ

4.5

0.5

.429

.996

SAT

4.2

0.6

.392

.528

.609

WoM

4.5

0.6

.441

.565

.469

.815

According to Hair et al., (2016) critical ratio

(C.R) could be used to evaluate the significance of

the research hypothesis. When the critical ratio

(C.R) was in the range -1.96 to 1.96, then the

hypothesis would be rejected. Based on Table 6,

destination image has a positive and significant

relationship with the tourist satisfaction (β = 0.270,

CR = 2.355), thus it supported hypothesis 1.

Destination image has a positive and significant

relationship with word of mouth (β = 0.389, CR =

2.736), thus it

supported hypothesis 2. Perceived destination

quality has a positive and significant relationship

with the tourist satisfaction (β = 0.577, CR = 3.681),

thus it supported hypothesis 3. Perceived destination

quality has a positive and not significant relationship

with word of mouth (β = 0.194, CR = 1.066), thus it

rejected hypothesis 4. Tourist satisfaction has a

positive and significant relationship with word of

mouth (β = 0.503, CR = 3.133), thus it supported

hypothesis 5.

Table 5: Overall model fit measurement

Chi-square

cmin/df

p-value

RMSEA

GFI

AGFI

TLI

CFI

58.351

0.703

0.982

0.000

0.963

0.931

1.027

1.000

Table 6: The Measurement Result of Structural Model Parameter

Hypothesis path

Path

Coefficient

C.R

P value

Result

H1: Tourist satisfaction <--- Destination image

0.270

2.355

0.019

Supported

H2: Word of mouth <--- Destination image

0.389

2.736

0.000

Supported

H3: Tourist satisfaction <--- Perceived destination quality

0.577

3.681

0.006

Supported

H4: Word of mouth <--- Perceived destination quality

0.194

1.066

0.287

Not Supported

H5: Word of mouth <--- Tourist satisfaction

0.503

3.133

0.002

Supported

Table 7: Direct, indirect and total effect of relationship

Path

Direct

effect

Indirect

effect

Total

effect

H1: DI → TS

H2: DI → WoM

H3: PDQ → TS

H4: PDQ → WoM

H5: TS → WoM

0.270

0.389

0.577

0.194

0.503

0.136

0.290

0.270

0.525

0.577

0.484

0.503

DI: destination image, TS: tourist satisfaction, PDQ: perceived destination quality, WoM: word of mouth

Does Destination Image and Perceived Destination Quality Inﬂuence Tourist Satisfaction and Word of Mouth of Culinary Tourism

Table 7 describe the direct and indirect effects o all

variables. Destination image has a direct effect on

tourist satisfaction and both direct and indirect

effects on word of mouth. Perceived destination

quality has a direct effect on tourist satisfaction and

both direct and indirect effects on word of mouth.

Then, tourist satisfaction has a direct effect on word

of mouth. Destination image has a greater direct

effect on word of mouth (0.389) than perceived

destination quality (0.194).

5 CONCLUSIONS

This study examined and analyzed the impact of

destination image and the perceived destination

quality on the tourist satisfaction and word of mouth.

Destination image has a positive and significant

impact on the tourist satisfaction, thus it supported

hypothesis 1. This research provided a clear

understanding that the destination image was a

factor that played an important role in achieving the

tourist satisfaction. This study supported the

research of Assaker et al. (2011); Ramseook-

Munhurrun et al., (2015); Wang & Hsu (2010);

Allameh et al., (2015); Wu (2016); Loi et al., (2017);

Albaity & Melhem (2017) which asserted that the

destination image has a positive and significant

impact on the tourist satisfaction.

Destination image has a positive and significant

influence on word of mouth, thus it supported

hypothesis 2. This study supported the research of

Alcaniz et al. (2008); Prayag (2009); Castro et al.,

(2007) stated that the destination image directly

affects the tourist interest to recommend to other

people. The destination image existing in the tourist

mind will affect word of mouth communication after

a trip to a tourism destination.

Perceived destination quality has a positive and

significant influence on tourist satisfaction, thus it

supported hypothesis 3. This study supported

research Jridi et al. (2014); Zabkar et al., (2010);

Aliman et al., (2016); Wang et al., (2017); Allameh

et al., (2015) which stated that the perceived

destination quality has a positive and significant

influence on the tourist satisfaction.

Perceived destination quality has positive and not

significant effect on word of mouth, thus it rejected

hypothesis 4. This study differed from Zabkar et al.

(2010); Wang et al., (2017) which stated that the

destination quality is positively and significantly

related to the word of mouth. The tourist satisfaction

has a positive and significant relationship with word

of mouth, thus it supported hypothesis 5. This

research provided a clear understanding that the

tourist satisfaction played an important role in

encouraging tourists to visit again and recommend

the destination to other parties. This research

supported Cong (2016); Jalilvand et al., (2017);

Wang et al., (2017) which stated that there is a

significant relationship between the tourist

satisfaction and positive word of mouth

communication.

The results of this study explained that the

improvement of culinary tourism destination image

was one way to increase the tourist satisfaction.

Positive destination image could indicate that a

tourist's bad experience was something relatively

rare happened. Attempts to build or enhance the

destination image could facilitate the tourist

behaviour to visit again, thus helping the success of

destination marketing and tourism development.

Therefore, the manager of culinary tourism should

try to improve the destination image so that the

tourist perception about the destination would be

better. When an image is formed, it is difficult to

change and it is important for the destination to

present the right image and then defend it.

The destination marketer must take a serious

approach to manage the image that can contribute to

the establishment of the destination image.

Managers of culinary tourism destinations can

promote culinary attractions through social media,

improve service quality and tourism infrastructure.

Tourists tend to rely on destination image to

evaluate satisfaction and destination selection

decisions, and it will enhance the tourist experience.

Managers of culinary tourism destinations should

maintain the image they want to convey and the

service quality and culinary products they offer. This

is expected to affect tourist satisfaction and their

interest to recommend to others. At the time tourists

are satisfied with a culinary tourism destination, then

they tend to have greater willingness to return and

inform culinary tourism destinations to friends or

family in the form of word of mouth.

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