Determinants of Tourist Satisfaction in Beach Tourism

Abstract

This study examines the relationship between perceived quality and perceived value towards tourist satisfaction in beach tourism. The tourism industry, especially east coast's island, Penisular Malaysia, contributes to a high economy with more than 40% tourist arrival. Understanding the needs and tourist expectations is important to serve them better. Data were collected from a questionnaire distributed to tourists at selected top five beach tourism. Two hundred respondents were gathered, and data were analysed using structural equation modelling. The results indicate that both predictors are equally important towards tourist satisfaction. The result revealed that service providers must carefully review their marketing strategy, especially service quality and value. Both are interrelated and involved in belief, perception, and emotions, which are intangible and subjective. Service providers that can position and offer the high benefits over cost will gain more support from customers or tourists.