What will happen to the tourist decision to visit Ameland when they are no longer allowed to bring their vehicle on the island, but sustainable transportation and luggage transportation services are provided? While some tourists indicate that they are highly unlikely to visit in such a situation, research shows that overall motivation to travel to Ameland would not be affected.
With regards to creating a more sustainable island, the municipality of Ameland is overviewing a decision to decrease the number of vehicles going to the island or even prohibit the visitors from bringing their vehicle. How is this restriction going to be beneficial? Well, first, less vehicle on the island means less CO2 emissions and also improved traffic safety. In addition, the ferries would be less loaded, which further contributes to the lower carbon footprint, and also allow them to float in more shallow water, which makes it easier to maintain the canal they use to float between Holwerd and Ameland.A study between 195 Dutch tourists of ages above 18 years, who visit Ameland with a vehicle as conducted. It was regarding their decision to visit Ameland in case a vehicle restriction policy is applied. To satisfy the need for a vehicle, in the research it was mentioned that luggage transportation and more sustainable transportation methods on the island will be provided.
Research shows that the two most important motivational factors that push tourists to travel to Ameland are seeking relaxation and escaping from routine life and demands at home, which qualifies the island as a leisure destination. The island’s nice beaches and unpolluted environment are the primary extrinsic motivations that influence visitors to choose Ameland specifically as their travel destination. The convenience of the transportation on the island was ranked in 12th position, from which it was deduced that in a situation when visitors are restricted from bringing their car to the island, their motivation to visit should not be affected significantly as they indicate other reasons for visiting as more important.
Empirical evidence presents genuine result that convenience of transportation provided on the island, as a motivational factor, is not significantly affected by the restriction of tourists’ vehicle if other transportation services are present. Considering that researches find travel motivation factors to be a robust predictor of destination loyalty, the ban of visitors’ cars on the island when alternative transportation services are provided will not result in a significant change in tourists’ intention to visit Ameland in future.
Finally, the relationship between satisfaction from provided services and likelihood of revisit, in case of the vehicle restriction, was analysed. It was concluded that there is a strong positive relationship between the variables, meaning that the more satisfied tourists are with the provided services, the more likely they are to revisit. Furthermore, the intention to revisit, considering vehicle restriction, is dependent and can be predicted from the level of satisfaction from provided sustainable transportation services.
To answer the question from the beginning: a restriction on tourists’ vehicles on Ameland, if accompanied with sufficient service that substitutes the need for a personal vehicle, does not have a statistically significant effect on Dutch tourists’ motivation to revisit the Island in the future. Additionally, the satisfaction of provided services could be used to predict the likelihood of revisit intention of visitors of Ameland.
Iv Ivanov has graduated in International Business. Iv did his graduation at Living Lab EnTranCe – theme Regional Energy Transition