Tourists’ novelty-seeking motivation in nature-based tourism destinations: The case of Vang Vieng city in Laos

초록

The purpose of this research is to discover the novelty-seeking motivations that contribute to visitors’ willingness to experience nature-based tourism, to evaluate the tourists’ overall satisfaction of their visit experiences, and to find out their behavioral intentions. A survey was conducted in Vang Vieng city, Laos, with a total of 390 copies used for data analysis with SPSS 21.0. The results of the analysis showed that four factors were derived from novelty-seeking motivation in the context of nature-based tourism: novelty learning, adventure, relaxation, and boredom relief. Visitors tended to be more satisfied in Vang Vieng city from novelty learning and adventure than from relaxation and boredom relief. Furthermore, visitors intended to recommend the destination to others based predominately on novelty learning, adventure, and boredom relief as opposed to relaxation. Both academic and practical implications are also discussed.

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