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.