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Abstract

Praca ma na celu zbadanie wpływu wybranych czynników, które w przeszłości nie cieszyły się dużym zainteresowaniem badaczy, na lojalność ekoturystów wobec destynacji w kontekście ekoturystyki w kraju rozwijającym się. Czynniki te to: wizerunek i znajomość celu podróży, zachowania związanie z wyszukiwaniem informacji, zaangażowanie oraz motywacja turystyczna. Badanie zostało przeprowadzone na miejscu z udziałem grupy turystów odwiedzających Malezję, których poproszono o wypełnienie kwestionariusza ankiety. Wielkość próby wyniosła 813 osób, co odpowiada wskaźnikowi reakcji w wysokości 47%. Postawione hipotezy zostały zweryfikowane przy użyciu modelu równań strukturalnych. Odkryto, że choć nie istnieje zależność liniowa pomiędzy badanymi zmiennymi a lojalnością wobec destynacji, uzyskane wyniki są źródłem pewnych sugestii dotyczących zarządzania w branży.

Keywords

lojalność wobec destynacji, wizerunek destynacji, znajomość destynacji, zachowania związane z wyszukiwaniem informacji, zaangażowanie, motywacja turystyczna

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