1 / 43

Tourist Satisfaction and Destination Competitiveness Perspective of Tourists

Tourist Satisfaction and Destination Competitiveness Perspective of Tourists. Prof. Haiyan Song The Hong Kong Polytechnic University P. R. China. Outline. Background Research Objectives Literature Review Methodology Main Results and Comparisons

gervais
Download Presentation

Tourist Satisfaction and Destination Competitiveness Perspective of Tourists

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Tourist Satisfaction and Destination Competitiveness Perspective of Tourists Prof. Haiyan Song The Hong Kong Polytechnic University P. R. China

  2. Outline • Background • Research Objectives • Literature Review • Methodology • Main Results and Comparisons • Further development of the Project • Conclusion and Implications

  3. Overview of Hong Kong Tourism • Hong Kong is situated on the southeastern coast of China including 262 outlying islands and the climate is sub-tropical. • The unique blend of eastern and western influences, matched by diverse attractions and stunning countryside, has made Hong Kong the Asia's prime tourist destination.

  4. Source: Hong Kong Tourism Board

  5. Source: Hong Kong Tourism Board

  6. Source: Hong Kong Tourism Board

  7. Top Tourism Source Markets of Hong Kong in 2012 Source: Hong Kong Tourism Board

  8. Research Background • Increased tourist satisfaction is likely to • enhance the reputation of tourism product providers and of the whole destination • increase tourist loyalty • reduce price elasticities • reduce the cost of future transactions and improve productivity (Swanson & Kelley, 2001) • However, there is a lack of systematic and continuous assessment of tourist satisfaction.

  9. To develop a systematic approach to tourist satisfaction assessment. To provide useful quantitative information of service performance of relevant tourism sectors and implications for service quality improvement. To inform the stakeholders of the tourism industry about the competitiveness of the tourism related sectors and of the whole destination. Research Objectives

  10. Literature Review Tourism related satisfaction studies: • Overall destination (Alegre & Cladera 2006; Kozak 2001; Yu & Goulden 2006); • Accommodation (Hsu et al., 2003); • Restaurants (Chadee & Mattsson, 1996); • Attractions (Dorfman, 1979); • Travel agencies (Leblanc, 1992); • Retail shops (Reisinger & Turner, 2002). • The linkage between sectoral TS and overall TS has not been well established.

  11. Literature Review Consumer/Tourism satisfaction models: • Expectation-Perception Gap (Duke & Persia (1996); • Expectancy-Disconfirmation (Pizam & Milman,1993): often applied CS and TS model; • Performance-Only (Pizam et al.,1978); • Congruity (Chon, 1990, 1992; Chon & Olsen,1991).

  12. Literature Review Consumer satisfaction index (CSI) studies: • Swedish CSI (Fornell, 1992); American CSI (Fornell et al., 1996); Hong Kong CSI (Chan et al., 2003). • Only cover domestically consumed and paid goods and services, and satisfaction aggregation relies on product expenditure. There has not been any Tourist Satisfaction Index. • Innovation is necessary for a TSI system regarding the aggregation scheme because of non-paid tourism services.

  13. Methodology • The developed TSI system conducts a two-stage evaluation at the sectoral and destination levels. • The theoretical framework integrates alternative approaches and captures multiple dimensions of tourist satisfaction. • The sectoral-level tourist satisfaction evaluation is a structural equation model in which tourists’ satisfaction is evaluated with relevant antecedents and consequences.

  14. Overall performance Customization Reliability Intentions to complain to employee Intentions to complain to others Perceived Performance Complaint Intentions Assessed Value Tourist Satisfaction Overall satisfaction Comparison with expectations Comparison with ideal Price given quality Quality given price Loyalty Overall expectations Customization Reliability Expectations Revisit intentions Recommendation to others Sectoral-Level TSI Model

  15. Sectoral TSI Calculation Sectoral TSI where y31, y32 and y33 are measures of TS, and ωs are factor loadings from the estimated SEM as weights.

  16. Methodology • Six tourism service sectors are included: hotels, restaurants, retail shops, attractions, transportation and immigration/custom services. • TSI at the sectoral level is directly comparable because each sector is measured by the same set of indicators. • The destination-level TSI is derived from an innovative aggregation scheme based on a multiple indicators and multiple causes (MIMIC) model.

  17. Attractions Overall Satisfaction Hotels Immigration Overall Destination Satisfaction Aggregate Service Satisfaction Expectations Restaurants Compared to Ideal Retails Shops Transportation Aggregation Model of TSI

  18. Aggregation Model of TSI • Aggregate Service Satisfaction vs Overall Destination Satisfaction • The gap reflects the influences of non-service attributes of a destination on tourists’ satisfaction with their overall experience. • Both indexes are weighted averages, with the weighting schemes derived from the estimated MIMIC model.

  19. Methodology • Partial least square (PLS) based variance estimation method instead of maximum likelihood (ML) based covariance structure analysis method was employed for SEM estimation. • PLS method has advantages of avoiding problems of improper solutions, factor indeterminacy and violations of distribution assumptions (Chan, et al., 2003). • Smart PLS computing programme was used.

  20. Sampling and Sample Size • A quota sampling method was employed and the quotas were set up in line with HKTB statistics. Sample size by source market (PolyU TSI, 2012)

  21. Main Results The PolyU Tourist Satisfaction Index : Hong Kong 2009-2012

  22. Overall performance Customization Reliability Intentions to complain to employee Intentions to complain to others Perceived Performance Complaint Intentions Assessed Value Tourist Satisfaction Overall satisfaction Comparison with expectations Comparison with ideal Price given quality Quality given price Loyalty Overall expectations Customization Reliability Expectations Revisit intentions Recommendation to others Estimated Sector-Level Model -- -- --

  23. Diagnostic Tests: Attraction-Sector Model • The proposed models were all well specified and guaranteed rigorous results.

  24. The PolyU Tourist Satisfaction Index(2009–2012)

  25. Overall Tourist Satisfaction Index by Source Market (2009–2012)

  26. Variation from Average Tourist Satisfaction Index by Source Market (2009–2012)

  27. Overall Tourist Satisfaction Index by Service Sector (2009–2012)

  28. Variation from Average Tourist Satisfaction Index by Service Sector (2009–2012)

  29. Comparison of Tourist Satisfaction Index by Destination (2009–2012)

  30. The Estimated TSI Aggregation Model

  31. Service quality Service quality Further Development:Tourism Service Quality Index Tangibles Reliability Responsiveness Assurance Empathy Interaction quality Physical environmental quality Outcome quality Attitude Behavior Expertise Ambient conditions Design Social factors Waiting time Tangibles Valence The SERVQUAL Model (Parasuraman, Zeithaml, & Berry, 1985) The Brady-Cronin Model (Brady & Cronin, 2001; Grönroos, 1984) Theoretical support

  32. Further Development:Tourism Service Quality Index • Models of Tourism Service Quality Index • Sector-Level Model

  33. Further Development:Tourism Service Quality Index • Models of Tourism Service Quality Index • Aggregation Model

  34. Main Results The PolyU Tourism Service Quality Index: Hong Kong 2012

  35. 2012 PolyU Tourism Service Quality Index

  36. Overall Tourist Satisfaction Index by Source Market (2012)

  37. Overall Tourist Satisfaction Index by Service Sector (2012)

  38. Comparison of Tourism Service Quality Index and Tourist Satisfaction Index by Source Market (2012)

  39. Comparison of Tourism Service Quality Index and Tourist Satisfaction Index by Service Sector (2012)

  40. Conclusion and Implications • A systematic approach to assessing Hong Kong’s competitiveness as an international tourism destination. • It can be used as benchmark for tourism related organizations in both private and public sectors. • It is a reliable performance indicator of tourism-related firms, sectors and that of the whole tourism industry, and is useful to monitor the dynamic changes.

  41. Key Publications • Li, G., Song, H., Chen, J. C. and Wu, D. C. (2012). Comparing Mainland Chinese Tourists’ Satisfaction with Hong Kong and the UK Using Tourist Satisfaction Index. Journal of China Tourism Research, 8: 371–392. • Song, H., van der Veen, R., Li, G. and Chen, J. L. (2012) Hong Kong Tourist Satisfaction Index. Annals of Tourism Research, 39(1): 459-479. • Song, H., Li, G., van der Veen, R. and Chen, J. (2011). Assessing Mainland Chinese Tourists’ Satisfaction with Hong Kong Using the Tourist Satisfaction Index, International Journal of Tourism Research, 13(1): 82-96. • Song, H., Li, G., van der Veen, R. and Chen, J. C. (2009). Assessing Mainland Chinese Tourists’ Satisfaction with Hong Kong Using the Tourist Satisfaction Index, in A. Fyall, M. Kozak, L. Andreu, J. Gnoth and S. S. Lebe (eds). Marketing Innovations for Sustainable Destinations, pp113-122. Oxford: Goodfellow Publishing.

  42. THANK YOU! Questions?

More Related