A Study on the Relationship between Travel Cost, Expectation, Satisfaction and Revisit to Mongolia: Based on Consumer Satisfaction Theory

Abstract

Mongolia has many attractions connected with its beautiful and untouched nature and its nomadic culture to attract foreign visitors. This study explores the influence of travel cost and expectation on tourist’s satisfaction, which can affect recommendation to others and revisiting intention, based on consumer satisfaction theory. The survey used in this research was conducted with 8,600 foreigners visited Mongolia in 2004, 2012, and 2015. Four hypotheses were raised and correlation analysis was conducted, and all hypotheses were supported. This research can provide a useful background for planning the future strategy of tourist marketing, and give important policy implications for Mongolian government to develop the tourism industry.