AUTHOR: Enkhbold Chuluunbaatar, Nomintsetseg Ulzii-Ochir, Ganbaatar Altantovch, Munkh-Erdene Tuvshintugs
PUBLISHED IN: Volume 6 Issue 2
KEYWORDS: Destination Image, Tourist Satisfaction, Revisit Intention, Altai Tavan Bogd
ABSTRACT
The Altai Tavan Bogd region is one of Mongolia’s most significant tourism destinations due to its unique natural landscapes, rich cultural heritage, and transboundary geographical location shared by Mongolia, Russia, and China. Despite its growing tourism potential, there is a lack of empirical research that systematically examines the factors influencing tourist satisfaction and revisit intention in this region, in particular. This study aims to identify and analyze the key factors affecting tourist satisfaction and revisit intention among visitors to the Altai Tavan Bogd area, focusing on elements such as natural environment, service quality, cultural interaction, and perceived risk. A quantitative research approach was employed. Data was collected through a structured questionnaire using a 5-point Likert scale and distributed through random sampling. The study incorporated accommodation, food service, such as authenticity, destination attractiveness, cultural contact, and perceived risk as independent variables, with satisfaction serving as a mediating variable and revisit intention as the dependent variable. The data were analyzed using SPSS for preliminary statistical tests (including descriptive, reliability, and correlation analyzes) and SmartPLS for advanced Structural Equation Modeling. Specifically, path analysis was employed to examine the direct, indirect, and mediating effects among the constructs, providing a comprehensive understanding of the causal relationships within the proposed research model. The findings reveal that tourist satisfaction has a strong positive impact on revisit intention. Additionally, some independent variables influence revisit intention indirectly through satisfaction, which functions as a mediating variable. To increase the potential for tourists to revisit the destination, it is important to ensure high-quality services, support meaningful cultural interactions, and maintain effective risk management systems, alongside the preservation of natural and cultural assets. These findings offer broader implications for tourism development, destination management, destination branding in Mongolia, and strategic planning in similar contexts.
DOI: https://doi.org/10.65194/IJBI-2026-1006
