Travel Reference
In-Depth Information
order to ensure the success of the markets destina-
tions' strategy, it has to be guided by a thorough
analysis of tourist motivation be its interaction
with tourist satisfaction and loyalty.
A review of tourism literature reveals an abun-
dance of studies on language and satisfaction,
but destination loyalty has not been thoroughly
investigated. The lacking of conceptual clarifica-
tion, distinctions and logical linkages among the
constructs has therefore created a gap in the said
study. Thus, the aim of this paper is to explore the
influence Arab Language communication prac-
tices, may have on destination satisfaction. More
specifically, the study will analyze the relationship
between the satisfaction with the search for holiday
related information offered by all tourism entities
on the verbal communication and the satisfaction
with the destination selected.
they are subject to two sets of forces (Yi 1990).
On the one hand, new experiences produce forces
towards change and the existing attitude creates
forces towards stability (e.g. resistance to change).
An attitude may change with product experience.
As a result, an attitude may be affected by the
previous attitude (Castaneda, Frias & Rodriguez,
2007). Furthermore, prior attitude could influence
cognitive evaluations of consumption experience
(consumer satisfaction). This is consistent with
the findings by Lord et al. (1979) that an attitude
guides the judgment of relevant evidence or infor-
mation processing and with the results obtained by
Oliver (1980). Following Oliver, the nature of the
mediatorial process is predicted by adaptation level
theory (Helson, 1964). Customer attitudes explain
by their past experience of the service. Hence, the
tourist's previous attitude to the destination can
affect his or her satisfaction with the destination
after the holiday (Castaneda et al., 2007).
The knowledge not only of languages but also of
the culture of others is an absolute must (Leslie &
Russel, 2006; Monod, 1992). This advocacy of the
need for foreign language skills and correlating
support by tourism employers brings into focus the
place of foreign language study in tourism courses.
Recognition of this leads to a study to investigate
this area (Leslie, Russell & Forbes, 2002), the find-
ings of which catalyzed research, as noted above,
into the views and needs of tourism employers. To
further the study, research was then undertaken to
investigate the position of foreign language studies
in tourism courses across Europe (Leslie & Russel,
2006). It is found that foreign language commu-
nication were influence customer experience and
value creator for the visits. They suggest that tour-
ism student should be train with foreign language
skill in order to success in to enhance employment
capacity and more competent in cross cultural
service. Hence, it is necessary for future research
to investigate the value of foreign language skills
in the promotion and delivery of tourism services
which leads on to establishing support for and the
benefits attributable to foreign language capability
in business generally and tourism specifically.
2 LITERATURE REVIEW
2.1
Definition of destination loyalty
Recommendations to other people and repeat
purchases are most usually refer to tourist loyalty.
According to Flavian et al. (2001), the concept and
degree of loyalty is one of the critical indicators used
to measure the success of marketing strategy. Travel
destinations can be considered as products or serv-
ices and tourist have a loyalty to revisit and give sug-
gestion to the other potential tourist such as friends
or family. Jacoby and Chestnut (1978) mention loy-
alty can been measured in the behavior approach, the
attitudinal approach and the composite approach.
Information about the tourist loyalty is impor-
tant for our country since tourism is a main source
for state income. The information such a positive
experience or service, products and other resources
provided by tourism destinations could produce
repeat visits as well as positive word of mouth
effects to potential tourist such as friends and fam-
ily (Yoon & Uysal, 2003). Destination loyalty is
reflected by tourist intention to revisit the destina-
tion and in their recommendation to other.
According to Hsu (2007), loyal customers pre-
fer word-of-mouth advertising. They prefer word-
of-mouth advertising because is free. Repeated
purchases or recommendations to other people
are most usually referred to as consumers' loyalty
in the marketing literature. Based on the concept
and degree, loyalty is one of the critical indicators
used to measure the success of marketing strategy
(Yoon & Uysal, 2003).
2.3
Conceptual framework
A tourism destination is essentially an experience
good. The tourist's information search will always
take place internally such as when previous experi-
ences and knowledge are used as the basis for plan-
ning a repeat visit (Fodness & Murray, 997; Vogt &
Fesenmaier, 1998; Chen & Gursoy, 2001). When the
internal search provides sufficient information for
making a trip decision, external search is obviously
unnecessary (Beatty & Smith, 1987). Therefore,
the importance of internal information sources
2.2
Attitude on language and tourist experience
While consumers interact with a product or serv-
ice towards which they have developed an attitude,
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