Antecedents and consequences of ethnic tourist satisfaction: the moderating role of ethnic identity

ABSTRACT

This study tries to offer new insight into ethnic tourism. It has investigated the empirical evidence related to the moderating role of ethnic identity on the relationship between tourist satisfaction and its consequences. By using the theory of expectancy disconfirmation and social comparison, this study analyzed the moderating role of ethnic identity. Data were collected using a valid structured questionnaire from 292 Iranian Kurd tourists who had traveled to the Kurdistan region of Iraq. Results showed that place attachment mediates the effect of destination image on tourist satisfaction. The mediating effect of tourist satisfaction was also confirmed. Moreover, ethnic identity had a significant negative moderating role. These results help managers and sociologists to find more effective ways of dedicating resources to tourism development and guarantees ethnic tourists’ return.

KEYWORDS:

• Destination image
• destination loyalty
• ethnic identity
• place attachment
• tourist satisfaction
• subjective well-being

Disclosure statement

No potential conflict of interest was reported by the authors.

Notes on contributors

Fatemeh Maleki, Ph.D. of International Marketing, A researcher in tourism and consumer behavior, She is a lecturer in the Faculty of Economic, Management & Administrative sciences at Semnan University.

Aram Gholamian, a Master's degree in sociology from the University of Mazandaran, is a researcher in identity and tourism.