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Examining the Relationships between Motivation, Satisfaction and Attitude toward the Expo 2010 Shanghai China: Quantitative․Empirical Comparison of Two Conceptual Models

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2011, 35(8), pp.323-343
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

Lee Choong-Ki 1 Seolmin Yoon 1 Park Chang Kyu 2

1경희대학교
2전남도립대학교

Accredited

ABSTRACT

This study examined the relationships between visitor's motivation, satisfaction, and attitude at the EXPO 2010 Shanghai, China. Particularly, this study empirically tested the goodness of fit of two theoretical models of the relationship: Model 1- Motivation-Attitude-Satisfaction, Model 2- Motivation-Satisfaction-Attitude. To this end, an onsite survey was conducted to 336 Korean tourists who visited the Shanghai EXPO. The results of the empirical test on the Model 1 indicated that motivation had a positive effect on attitude, and which, in turn, influenced satisfaction. The results of Model 2 test also showed that motivation had a positive effect on satisfaction, and which, in turn, influenced attitude. The findings implied that both models performed well, but model 2 was better than Model 1 in terms of the statistical point of view. The findings suggest that attitude and satisfaction can reciprocally influence each other in the area of mega-event.

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