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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!