Impact of Indigenous Culture on Tourists Satisfaction and Loyalty: Studying Bandarban Sadar as Potential Destination
Abstract
The purpose of this article empirically investigates whether any significant impact of
indigenous culture affects the tourists satisfaction which ultimately leads to tourist loyalty at
Bandarban Sadar considered as a tourist appealing destination. Two hypotheses were
developed. Descriptive research has been conducted to gain an insight of the topic and to find
out the determinants and in turn, this paper reports on the findings based on a conclusive
(descriptive) research. Semi‐ structured questionnaire is developed and administered to a
non‐probabilistic convenience sample of 100 tourists. To conduct this article quantitative
data have been collected that belongs to descriptive research respectively. The respondents
ratings of 13 statements are then factor analyzed to determine the underlying indigenous
cultural factors. It has been observed that there are some interdependent indigenous cultural
determinants affecting tourist’s satisfaction and loyalty towards Bandarban. Three factors
emerged and used as independent variables in regression analysis. Results indicate that
significant impact of some of the indigenous cultural determinants to tourists’ satisfaction
and loyalty at Bandarban. This helps to highlight that (Tourists ‐ Host Interaction, Cultural
Diversity with Ethnic Beauty, Memorable Experience from Cultural Attractions) these all
three factors are interrelated and highly influential in tourist’s satisfaction and loyalty at
Bandarban Sadar as a potential destinations for tourists.