Relative weight of determinants of destination attractiveness

SOME ISSUES IN MEASURING TOURIST SATISFACTION

assist. prof. Ilinka TerziyskaSouth-West University of Neophyte Rilski

Defining satisfaction

Transaction-oriented approach Cumulative approach

“psychological outcome which emerges from experiencing the service”[1]

[1] MacKay, K. J., & Crompton, J. L. (1990). Measuring the quality of recreation services.

Journal of Park and Recreation Administration, 8(3), 47-56

Key issues in studying tourist satisfaction:

the antecedents and consequences of tourist satisfaction;

how do we measure tourist satisfaction, which poses two more questions – about its determinants and their relative weight.

Antecedents of tourist satisfaction

satisfaction

motivation

expectations

perceived quality

perceived price

Measuring tourist satisfaction

The determinants are identified Each determinant is ascribed a relative

weight A survey among tourists is carried out Overall level of satisfaction is determined Analysis and elaboration of a strategy

Common mistakes

Just listing the determinants, without paying attention to their different nature

Development of a single set of relative weights

Determinants of tourist satisfaction

Exciters Basic Performance Neutral

Problem: The set of relative weights should reflect the two specific features of satisfaction determinants – asymmetry and non-linearity.

Solution

two different sets of relative weights, depending on the negative or positive performance of factors

Low performance High performance

Exciter

Performer

Basic 0.500

0.450

0.050 0.600

0.450

0.050

Methods of determining relative weight

Respondents’ stated importance – not reliable;

Dummy variables regression method; AHP, using expert opinion

BUT

taking into consideration the performance level of the determinants.

Conclusions

Determinants impact on the overall level of satisfaction is asymmetric and sometimes non-linear;

Knowing customer motivation and expectations is essential for identifying determinants;

Stated importance alone is not reliable Ascription of relative weights should follow, not

precede customer judgment of performance.

Thank you for your attention!Thank you for your attention!