Tourism Marketing: Measuring Tourist Satisfaction

Abstract

The research was aimed at identifying and validating determinants of tourist satisfaction. The study area was the provinces of Chimborazo, Cotopaxi, Pastaza, Tungurahua, defined in Zone 3 of Ecuador, which transcended their geostrategic commercial position in the center of the country. In this context, the main objective of the study was to measure tourist satisfaction and to evaluate its determinants defined in variables such as product, price, distribution and tourist service as secondary axes of scope and transversal design. The sample synthesized an unknown sampling frame of 610 random tourists, representative sample where a semi-structured personal survey of 34 questions was applied considering 46 moderate variables and 9 classification variables. The statistical techniques used correspond to the partial least squares (PLS) method to give consistency to four items of product, two of the price, three of the distribution, one of the promotion and finally five of the service that allowed. All this was validated with the internal consistency of the model through composite relativity (CR), and Cron Bach's alpha, convergent validity was analyzed using the mean variance extracted (AVE), the structural model was examined through the coefficient Of determination (R2) and the Path (β) values, determined that this relationship is positive and consistent between variables of infrastructure, attention, cleanliness of the establishment and availability of parking; food and fun; ease of finding places and availability of service information; gastronomic and cultural tourism, positive tourism experience, successful choice of destination, fulfilled expectations, repetition of the trip and recommendation of destination.

Rural Tourism and the Sustainable Development Goals. A Study of the Variables That Most Influence the Behavior of the Tourist

“…Among the most influential variables, satisfaction is a key factor that indicates what the trip has meant to the tourist. Many studies have demonstrated the importance of perceived value and satisfaction in tourist behavior (Barsky and Labagh, 1992;Tam, 2000;Choi and Chu, 2001;Tian-Cole and Cromption, 2003;Petrick, 2004;Yoon and Uysal, 2005;Hutchinson et al, 2009;Kim et al, 2009;Jin et al, 2013;Asgarnezhad et al, 2018;Chin et al, 2019;Penelas-Leguía et al, 2019;Castro et al, 2020). Several studies considered "word-of-mouth" a very important factor to explain the future behavior and it is the link between satisfaction and loyalty (Hutchinson et al, 2009;Kim et al, 2009;García, 2011;Lai et al, 2018;Xu et al, 2020).…”

Kepuasan Wisatawan Mancanegara dan Nusantara Ditinjau dari Keselamatan, Keamanan, Kesehatan dan Hygiene di Desa Wisata Indonesia

“…Kepuasan wisatawan dipegaruhi oleh beberapa faktor seperti perjamuan, atraksi tujuan wisata, suasana lingkungan, akomodasi, makanan dan minuman, jasa transportai dan perbelanjaan (Ramasamy, 2013). Indikator kepuasan wisatawan adalah, sebagai berikut perjalanan kembali beberapa kali, pelayanan yang baik, ketegasan pilihan, kepuasan, rekomendasi, persepsi pengalaman, budaya dan pengalaman alam, minat dan diferensiasi pengalaman (Castro et al, 2017).…”

An Empirical Study on Students’ Academic Wellbeing and Sustainable Development in Live Webcast Classes

“…The model was initially applied to service quality evaluation in various business contexts such as green products, tourism, banking, and exhibitions [30][31][32][33]. In the field of education, the SERVQUAL model has been used mostly for the assessment of library services [34][35][36] and sometimes for evaluating the quality of professional degree programs [37] and distance learning support services [38].…”