Tourist's Satisfaction - Measuring Tourist's Satisfaction on Destination Loyalty: A Case of Angkor Tourism Sites

The purpose of this study is to investigate how tourists' perception what they satisfy while visiting Angkor sites. Structured metho­dologies were used in order to capture the richness of the destination perceptions (perceived cultural experience, perceived value and service quality), satisfaction and loyalty construct. The result of SEM in this study indicated that service quality is positive related to perceive value, and perceived cultural experience, perceived value and service quality are positive related tourist satisfaction which positive related to loyalty of the destination. Base upon the results, several suggestions can be made to increase tourist satisfaction and become loyalty of Angkor tourism sites. First, comprehending what tourists seek at cultural/heritage attractions will help tourism marketers better understand their customers. Second, improve the level of perceived value and service quality which attributes satisfy tourist who visit the destination. These findings hope to help marketers and tourism authorities to emphasize the strengths in their promotion campaign and positioning strategies to the right target market.