International tourists’ perceptions of the destination’s image, travel satisfaction and revisit intentions are crucial to effective destination marketing and overall destination competitiveness. Tourist destinations often compete through their image in potential tourists’ minds. Therefore, a destination image is central due to its influence on tourists’ decision-making and destination selection. Successful destination marketing depends on the in-depth understanding of the destination image held by tourists. This study investigates the destination image changes of Mongolia for specific periods of time. The research examines the attributes of destination images through a longitudinal comparison of data sets from 2004 to 2019 to determine if any change in destination images existed over time. The research model was developed on the attributes of cognitive and affective images, tourist satisfaction, and revisit intentions. The first set of data was obtained from the 280 international tourists who travelled to Mongolia in 2004. The second set of data was obtained from 310 international tourists who travelled to Mongolia in 2019. The research model was validated using structural equation modelling. Independent sample t-tests were performed using two data sets to examine changes in the destination image over the years. The result shows that there are positive changes in the cognitive and affective image of the destination in a given period of time, which influenced tourist satisfaction and their revisit intentions. The implications of the research findings for the travel intermediaries, destination marketing organizations, and potential future research are also discussed.

Domestic tourism plays an essential role in the tourism industry and contributes to the overall economic development. This study aims to investigate the relationship between push and pull travel motivations of domestic tourists, their behavioral intentions, a direct influence of travel motivations on perceived benefit and perceived value of domestic tourists. The paper applies the concept of push and pull factors of travel motivation, perceived benefit, perceived value, and behavioral intention. The study implies a quantitative research method - questionnaire survey targeting domestic tourists in Mongolia between July to September 2019. A total of 1068 returned questionnaires were analyzed using factor analysis, reliability test, regression, path analysis, and SEM. The research result suggests that travel motivations (push and pull factors) were significant constructs of behavioral intentions. Moreover, the research results are significant for tourism practitioners, researchers, and destination managers to understand the motivational factors of domestic tourists, their perceived benefit and value, and behavioral intention. The study outcomes could assist destination planners to develop new products and services or to enhance destination offer and tourist experiences by improving pull factors that include better service quality, various travel activities, ease of accessibility, reasonable pricing, and attractive environment; which latter lead to increase domestic tourist numbers and overall competitiveness of the destination.

Turisztikai és Vidékfejlesztési Tanulmányok Folyóirat This study aims to review the opportunities for tourism corridor development based on the rail and road transport corridor between China, Mongolia, and Russia.

This study examines the social media marketing strategies and their effectiveness among Mongolian outbound tour operators using a content analysis approach. As Mongolia’s outbound travel market continues to grow rapidly, digital marketing has emerged as a crucial channel for building customer relationships, enhancing brand value, and sustaining competitive advantages. The study analyzes the reach, engagement, interaction, and potential purchase impact of 2,110 “Facebook” posts published by 15 outbound tour operators between January and April 2024. The findings reveal that most tour operators rely heavily on high-frequency, repetitive static posters and text-based content, while lacking interactive, storytelling, and user-centered materials capable of stimulating active audience participation. High posting frequency was found to correlate with lower engagement and reduced effectiveness. In contrast, tour operators employing low-frequency but high-impact advertising campaigns or producing high-quality, targeted content demonstrated significantly stronger effectiveness per post. The analysis also shows that follower count is not directly associated with engagement - smaller but active tour operators perform better than larger pages with passive audiences. Overall, the results highlight the need for Mongolian outbound tour operators to prioritize user segmentation, content quality, brand narrative development, and sustained audience relationships in order to improve their social media marketing performance. Further research involving tour operators serving both domestic and international markets is recommended to assess digital marketing effectiveness within the Mongolian tourism industry and to develop a more user-centric strategic model.

This study explores the potential for developing a thematic tourism corridor linking China, Mongolia, and Russia, drawing on theoretical insights from core-periphery theory, new regionalism, and place branding. Situated between two dominant regional powers, Mongolia faces challenges stemming from its peripheral status-such as limited accessibility and infrastructure deficits-yet these same conditions present unique opportunities for cross-border tourism development. Based on qualitative interviews with tourism experts, the research identifies six potential themes-four cultural and two natural-that could underpin a cross-border corridor model rooted in shared heritage and ecological assets. Employing qualitative research methods, specifically in-depth interviews with tourism experts, this study identifies two natural themes and four cultural themes deemed suitable for the development of cross-border tourism. The findings reveal both opportunities and constraints in advancing tourism collaboration within the China-Mongolia-Russia transboundary context. The study contributes to the regional tourism discourse by proposing context-sensitive strategies that align natural and cultural resources with market-oriented products, fostering inclusive growth, regional integration, and sustainable tourism practices. Based on empirical insights, the study proposes strategic directions to align natural and cultural resources with market-oriented tourism products, thereby enhancing visitor flows and promoting long-term, sustainable growth in the region.