Tourist Satisfaction with a Destination: Antecedents and Consequences By Nina K. Prebensen, Finnmark College Department of Hospitality and Tourism Follumsvei 31, N-9509 Alta Norway Tel: (++ 47) 78 45 04 27 Fax: (++ 47) 78 43 44 38 E-mail: [email protected]All Correspondence to: Nina K. Prebensen Finnmark College Follumsvei 31 N-9509 Alta Norway Nina K. Prebensen is a senior lecturer in the Department of Tourism at Finnmark College in Alta, Norway, and a doctoral student at the Norwegian School of Economics, Bergen, Norway
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Tourist Satisfaction with a Destination: Antecedents and Consequences
nature/surroundings, travel party, food at the destination.” Responses to these questions were
given on a five-point scale, ranging from 1 (very dissatisfied) to 5 (very satisfied). The results
of the factor analysis of the satisfaction items is presented in Appendix 1.
Activity items were mainly based upon products offered in Norwegian tour-operators’
catalogues and brochures. A discussion was also held with representatives from the tourism
industry about the most common activities on outbound charter tours. The following 24
specified activities were chosen: “sunbathing, swimming in the sea, swimming in the pool,
playing on the beach, visiting restaurants, shopping, playing/being together with children in
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the family, family trip by car, sightseeing tour, sailing at sea, boat trip, sightseeing alone,
going for a slow walk, going for a hard walk, reading about attractions, reading about the
culture and history of the destination, learning about the culture of the destination, attending
the theatre/opera/ballet, attending concerts/festivals, fishing, playing football/handball,
golf/tennis/squash/water-ski..” The participation in activities was measured on a six-point
scale from not at all (1) to more than 6 hours per day (6). The factor analysis of the activity
items is presented in Appendix 2.
Motivation was measured by asking the respondents to consider different statements
on a five-point scale ranging from not important (1) to very important (5). The questionnaire
items for motivation were mostly adapted from Kleiven (1998; 1999) and adjusted to
outbound charter tours from Norway after discussing the items with representatives from the
industry. Kleiven (1998; 1999) bases his studies of motivational factors on Norwegians
travelling in Norway on different qualitative studies as well as on some quantitative
investigations (e.g. Beard and Ragheb 1983; Jamrozy and Uysal 1994). The Beard and
Ragheb (1983) study reveals a four motive factor solution among students: intellectual, social,
competency/mastery, and stimulus/avoidance, while Jamrozy and Uysal (1994) present eight
different factor groupings among German tourists: escape, novelty/experience, family/friends
togetherness, sports activities, adventure/excitement, luxury/doing nothing, and prestige. The
result of Kleiven’s analysis represents eight factors: sun/warmth, accomplishment, family,
friends, culture, nature, peace/quite and fitness. In the present study, the items for analysing
Norwegian outbound charter tourists were chosen after a presentation and a discussion of the
different scales appropriateness with representatives from the industry. The following thirty-
five motivation items were chosen: Enjoying the sun, Having time to do what you please,
Swimming in the sea, Swimming in the pool, Enjoying the beach and sea, Having time for the
family, Getting away from stress, Getting new strength, Avoiding stress concerning the
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transfer, Letting the kids have a good time, Getting away from noise and pollution, Learning
about another country and culture, Visiting known places and attractions, Experiencing nature
and its surroundings, Enjoying cultural experiences, Learning something new, Going on
organised sightseeing trips, Practising language skills, Keeping in touch with friends, Getting
to know new people, Demonstrating what you can do, Keeping in contact with the family,
Using your capabilities, Developing your personality/hobby, Not being lonely on holiday,
Taking exercise, Getting new energy, Taking care of your health, Working out hard -getting
tired, Travelling around, Experiencing the atmosphere, Eating and drinking in good company,
Being romantic, Having fun, and Changing your lifestyle. The factor analysis of the motive
items is presented in Appendix 3.
Consequences of tourist satisfaction are viewed as a result of tourist satisfaction..
Tourists post-tour behavioural intention (intention to re-buy- and recommend the product)
were adapted from Oliver (1997) and adjusted to Norwegian outbound charter trips: “Would
you use charter tour at the next holiday?” and “would you recommend the trip to other
people?” These two overall satisfaction variables, which also might be considered to be a
result of satisfaction, were measured on a 3 point scale from 1 (quite sure I will) to 3 (quite
sure I will not). A category for “don’t know” was also available for the respondents. Here, it
is important to realise that the intention scales had opposite values (positive=1, negative=3).
For data analyses, the programs SPSS (Norusis, 1994) were used. Factor analysis,
ANOVA analysis, a two-stage least squares regression analysis, and linear regression analysis
were applied.
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FINDINGS
This section reports the results. First the responses of factor analysis of satisfaction items,
activity items, and motive items are presented (the factor analysis is provided in the
appendices). Then there are the findings from the regression analysis of motivation on choice
of activity, the activities’ effects on satisfaction, and motives’ impacts on satisfaction, which
are demonstrated separately. Finally, the regression analysis of tourist satisfaction upon
intention to recommend and re-buy is presented.
Tourist Satisfaction, Activity, and Motivation
In order to examine the dimensionality of the constructs: satisfaction, activities, and
motives (to assess the discriminant validity of the items), factor analyses were conducted.
Factor analysis was chosen because the intention was to examine whether a set of indicators
could be reduced to a more limited set of underlying dimensions. It should be noted that
explorative factor analysis was performed for the motive scales as well as for the two other
scales. The reason for this was that, despite the use of the Kleiven scale as basis for the
motive scale, many motive items were changed and thus called for a procedure of discovery.
First, an unrotated factor analysis was performed in order to decide the number of factors.
Varimax rotated analyses were conducted for all three scales, and four satisfaction factors,
six activity factors and four motive factors were extracted. A reason for using factor scores
was also to avoid the muliticollinearity effect of the model due to possibilities of high inter-
correlations among variables.
Some of the findings from the factor analyses are presented in the appendices. The
factor analysis of the 22 satisfaction items shows four factors explaining 51.43% of the
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variance (Appendix 1). In Appendix 2 the factor analysis of the 24 activity items is presented.
Six activity factors explained 51.25% of the variance. The factor analysis of the 35
motivational items shows four factors explaining 51% of the variance.
==================
Insert Table 1 about here
==================
Based on the factor solutions reported in the appendices, the dimensions for the scales
were extracted (mean scores for factors). Part a) in table 1 shows the number of items, mean,
standard deviation and Cronbach’s alpha for each of the computed scales for the three
variables (satisfaction, activities and motives).
To assess the reliability of the scales, Cronbach`s alpha was applied. Carmines and
Zeller (1979) suggest that Cronbach’s alpha should not be lower than 0.80 for widely used
scales. In the present study, the coefficients in the satisfaction-scale ranged from 0.72 to 0.84,
in the activity-scale from 0.52 to 0.77, and in the motive-scale from 0.82 to 0.87. The alpha
values for some of the factors seemed a bit low, but the intention in this study was to look for
tendencies regarding relationships and ability to predict satisfaction for charter trips and not to
develop the scales per se. The factor loadings and factor communalities are presented in the
appendix. Analysing the communalities (h2), some of them seemed rather low which might be
explained by possible skewness along the various indicators used. The factor loadings in the
appendix show that in most cases these captured a substantial part of the extracted variance.
For example, regarding satisfaction with service/organising, the factor score accounted for
(0.70)2/0.58=0.844; i.e. 84.4% of the extracted variance. Nevertheless, none of the indictors
was found to load only on one factor.
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Part b) in table 1 shows the inter-correlations between the constructed scales for the
three variables. The relative high correlation scores for the satisfaction scale indicate that the
scales used as substitute measures for the extracted dimensions to some degree were inter-
correlated, i.e., the dimensions to some extent overlapped. This can be explained by the fact
that an individual feeling of satisfaction (negative or positive) was transferred from one
experience to the next. For the activity scale the correlations score seemed low, which
indicated a reliable scale. Even so, the low correlations might as well be explained by the fact
that the time spent on one activity reduced the time available to perform another. Personal
interests could also explain the low correlation. Further, the inter-correlations between the
factors on the motive scale seemed rather low for relax/sun and fitness. However, the other
factors were more inter-correlated. The fact that these variables inter-correlated, implied that
the scales should be treated with care. For example, viewing the highest reported inter-
correlation for the satisfaction scale (between service/organising and activities in general), the
two variables shared 0.512 < 26% of the variance. Both of the two variables, independently,
added to the captured variance. Even so, the fact that the factors added to the total captured
variance, all of the factors described were of relevance for analysing tourists’ satisfaction,
activities and motives.
Motives and Activities
This section reports the findings regarding tourist motivation and their effect upon
tourist activities.
Table 2 shows how motives, such as relax/sun impacted positively on traditional
charter/sun activities, while motives such as learning and fitness, negatively affected these
types of activities (F=231.360 R2 = 0.50, p<0.001). The learning/culture motive factor
impacted positively- and relax/sun, lifestyle/social, and fitness motives had a negative effect
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upon activities related to learning about the destination (F=185.261, R2 = 0.44, p<0.001).
Motive such as relax/sun had a positive effect and the learning/culture motive a negative
effect upon play activities (F=30.980, R2 = 0.116, p<0.001).
The learning motive had a positive effect upon water activities, but the explained
variance was rather low (F=4.465, R2 = 0.019, p<0.005). Learning/culture, as well as the
fitness motive had a positive effect on trips (F=28.830, R2 = 0.109, p<0.001). Concerning
cultual activities, relax/sun motives had a negative effect. The explained variance, however,
was rather low (F=10.538, R2 = 0.043, p<0.001).
==================
Insert Table 2 about here
==================
Motives and Satisfaction
This section reports the findings regarding tourist motivation and their effect upon
tourist satisfaction (shown in table 3).
The results presented comprise only the significant relationships explaining more than
5 percent of the variance. The relax/sun motive had a negative effect upon special activities
and the learning/culture motive had a positive effect upon special activities (F=19.895, R2 =
0.088, p<0.001). Concerning tourist satisfaction with culture, the relax/sun motive and fitness
motive had a negative effect, and the learning/culture motive had a positive effect (F=33.562,
R2 = 0.146, p<0.001). Motives explained very little of the variance in satisfaction related to
the service/organising side of the trip, activities in general, and overall satisfaction with the
destination.
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==================
Insert Table 3 about here
==================
Activities and Satisfaction
This section reports the findings regarding activities and their effect upon tourist’s
satisfaction.
The results mentioned here are only the significant relationships that explained more
than 5 percent of the variance. Table 4 shows that the traditional charter/sun activities had a
negative effect on satisfaction with specific activities and learning about destination activities
had a positive effects on satisfaction with specific activities (F= 20.76, R2 = 0.11, p<0.05).
Viewing tourists` satisfaction with culture, traditional charter/sun and trips had a negative
influence and learning about the destination and performing cultural activities had a positive
effect (F= 27.55, R2 = 0.15, p<0.01).
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Insert Table 4 about here
==================
Tourist Satisfaction and Intentional Behaviour
This section reports the findings regarding how tourist satisfaction with product
element predict overall satisfaction (with destination), and further how tourist satisfaction
with the destination (overall) and attributes materialises as intention to re-buy the product and
intention to perform positive word of mouth.
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To assess the ability to predict tourist overall satisfaction as result of attribute
satisfaction, a regression analysis was performed (part a in table 5). Further, regression
analysis was performed to assess consequences of tourist satisfaction (intention to re-buy- and
recommend) as result of overall satisfaction with the destination and attribute satisfaction
(respective part b and part c in table 6).
Table 5 shows how the independent variables influenced the level of respondents`
overall satisfaction with the particular destination and next their intention to recommend and
re-buy the trip. Standardized estimates (beta coefficients) of each variable reflected the
relative importance of the variables in the model.
The first model (part a in table 5) examined overall satisfaction with the destination in
relation to the four satisfaction factors (based on single attributes). It was observed that only
two independent variables, factor 1 (service/organising) and factor 3 (specific activities) had
beta coefficients that were statistically significant (p< 0.001), R2 = 0.503. The total variance
explained was thus 50.3% in the model. Items loaded on factor 2 (activities in general) and
factor 4 (culture) did not have any impact on the level of overall satisfaction of the destination
visited, when analysing all respondents to all destinations (n=1.222).
The result from the model (part b in table 5) showed that factor 1 (service/organising)
had a positive effect upon tourists` intention to re-buy a charter tour (F=106.891, R2 = 0.041,
p<0.01), but the explained variance were low. Surprisingly, satisfaction with the destination
did not influence significantly the intention to re-buy.
The results further provide information on tourists` intention to recommend the destination to
family and friends (part c in table 5) (F=55.58, R2 = 0.3075, p<0.001). Factor 1
(service/organising) and “satisfaction with the destination” impact positively upon the
“intention to recommend the destination to others” and the total variance explained in the
model was 30.8 percent.
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==================
Insert Table 5 about here
==================
DISCUSSION
The present study has focused on explaining tourist overall satisfaction of a destination as
result of motivation for taking a vacation trip, activities performed (behaviour), and
perception of the tourist product (attributes). It further tested the results of tourist satisfaction
in terms of intention to recommend and re-buy the trip. Tourist satisfaction was regarded as
overall satisfaction with the destination, which in turn was influenced by various aspects of
the journey (e.g. transport, accommodation, restaurants, activities offered, etc.).
Norwegian outbound charter tourists` seemed to be generally satisfied with the
destination (overall satisfaction) as well as specific satisfaction factors. The fact that tourists
make positive judgments (they claim to be satisfied) are in line with results with other studies
showing a positive skewed evaluation of satisfaction (Fornell et. al. 1996).
Satisfaction with the destination was primarily affected by the tourists` satisfaction
with the service/organising side of the trip. The other antecedents that were tested showed
some interesting results. Tourist would recommend the trip to others and that intention was
mainly affected by the service/organising side of the journey and overall satisfaction with the
destination.
The results confirmed the expectation that activities performed at a destination were
explained by motives for travelling. As anticipated, the relax/sun motive-factor explained the
variance in a positive way for the traditional-charter sun activities. Interestingly, tourists
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motivated by learning and fitness seemed to engage in fewer traditional charter/sun activities,
which implied that staying on the beach was seen as a more relaxing and slower form of
vacation. In the same line of reasoning, the learning factor had a positive effect and relax/sun,
lifestyle/social, and fitness had a negative effect upon activities related to learning about the
destination, which indicated a duality among the “beach-lifers” and “learners”. It could also
be speculated that the negative effect of relax/sun and friend motive upon the learning about
the destination, probably explained that beach activities and learning activities were
substitutes. The more a tourist engaged in sunbathing activities, for instance, the less time
he/she had to undertake learning activities. The same argument held for activities such as
trips and culture. People went on different day-trips etc. during their vacation in order to
become fit or stay in shape, and they in turn gave them less time for beach activities.
The variance explained when it came to the effect of activities on satisfaction was
rather low (highest explained variance for the activities’ effect on satisfaction with specific
activities (11%) and culture (14%). Some interesting tendencies seemed, however, to appear.
Activities concerning learning about the destination, as well as play, had a positive effect on
satisfaction with activities in general. Charter/sun activities had a negative effect upon
satisfaction with activities and culture, which implied that those tourists engaged in sun-
bathing did not carry out a lot of other activities. These results show that it is possible to
improve satisfaction with certain aspects of a trip for certain groups of tourists: e.g. focusing
on activities related to learning about the destination and culture towards those motivated by-
and engaged in learning- and culture.
Motives for travelling explained to some degree the variance on tourist satisfaction
(highest explained variance was found for satisfaction with the culture: 15%). Some
interesting tendencies should be considered. The stronger the learning/culture motive and the
weaker the relax/bathing motive the more satisfied the tourists seemed to be about activities in
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general. Considering satisfaction with culture, relax/sun, as well as fitness motives, had a
negative effect, and the learning/culture motive had a positive effect, which seemed eminently
reasonable. Surprisingly the relax/sun motive did not influence positively on satisfaction. This
could be explained by adopting the well-known Hertzberg's et. al’s. dual-factor theory
(Hertzberg, Mausner and Snyderman 1959). The relax/sun motive could be viewed, in this
context, as a “hygiene factor”, regarding sun as a “must” which would make tourists’
disappointed if it did not feature. According to the dual-factor theory, two main sets of
motivating factors might emerge. Hygiene factors might be described as “dissatisfiers”, and
could be seen as a necessity and thus relevant for the tourists in situations only when it was
deficient.
Tourist satisfaction with the destination was primarily explained by satisfaction factors
such as the service/organising side of the journey and specific activities performed
(explaining over 50% of the variance). The service/organising factor seemed to provide the
major effect upon overall satisfaction and intention to recommend. These results indicated
that improvement in the service/organising attributes of the journey would contribute to an
increased overall satisfaction with the journey as well as increased positive word of mouth for
Norwegian outbound charter tourists. Further, an improvement on tourists’ satisfaction with
specific activities would influence traditional charter tourists’ overall satisfaction and their
intention to communicate via positive word of mouth. Tourist satisfaction materialised, as
many other tourist studies reveal (e.g. Kozak and Rimmington 2000), primarily as the
intention to communicate via positive word of mouth..
The explained variance of tourist satisfaction upon the intention to re-buy was found
to be weaker, and thus had to be regarded simultaneously with the need for visiting new
destinations (novelty seeking), a well-known issue within tourism (e.g. Basala and Klenosky
2001). Many tourists search for new places to visit, not necessarily for the reason of
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disappointment with previous destinations, but as a drive for learning and experiencing new
places. The low explained variance concerning tourist satisfaction upon intention to re-buy
the charter-tour did not support the results concerning the tourists’ relatively high degree of
intention to take repeat visits to Mallorca in the Kozak and Rimington (2000) study. The
difference in the two studies might be explained by the fact that in the Kozak and
Rimmington study the focus was on the off-seasons, while in the present study the time for
vacation was unknown (within a year).
The present study supports the Kozak and Rimmington (2000) study regarding the
importance of performing further empirical tests of the effects or consequences of tourists’
satisfaction.
CONCLUSIONS AND SUGGESTIONS
Based on the findings in the present study, it must be concluded that Norwegian outbound
charter tourists to a certain degree act in a rational way. They choose activities, which are
consistent with their initial motives for taking a vacation, and they become satisfied. Their
overall satisfaction with the destination is primarily explained by the service/organising side
of the trip. However, the relationships between motivation, choice of activity and satisfaction
are not that simple.
The weakest links in the study seem to be the expected relationship regarding the
tourists’ motives and activities effect on satisfaction. The result reveals that activities explain
11 percent of the variance of tourist satisfaction with specific activities and almost 15 percent
of the explained variance in satisfaction with culture. Further, tourist motives explain 15
percent of the variance in tourist satisfaction with culture. The other relationships tested for
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explain less than 10 percent of the variance. This might reflect that people do not always act
as initially aimed for and that unexpected things happen. One explanation for this can be what
Crompton and McKay (1989) discuss as variables outside the individual’s control (e.g.
weather and other tangible or intangible conditions of a social situation). Further, it might be
explained by the fact that most people learn when they travel. They meet new people, new
places, and enter new relationships which give them information and new knowledge (which
often reflects important motives). The unexpected is probably expected in a way, since the
tourists judge the trip as satisfactorily as they did despite the various motives for travelling
and activities while being there. Researchers (Gardial et al 1994; Henke 1995 in Oliver 1997)
discuss this observable fact by expressing the possible differences between choice drivers and
satisfaction drivers (Gardial et al 1994; Henke 1995 in Oliver 1997). The possible difference
between the two sets of criteria might reflect 1) that on tour, incidents happen that are not
possible to plan for and, 2) that people during their vacation try to avoid being dissatisfied
(which probably did not attract the tourist in the first place) and 3) The learning side of a
journey gives new competence and new drives for satisfaction. It could even be speculated
that producing a vacation during the trip is rational behavior undertaken in order to become
satisfied.
It could also be assumed that some important motives (e.g. nice weather) are important
for satisfaction even if the weather conditions are bad; otherwise it will to a lesser extent
affect tourist satisfaction (c.f. Hertzberg, Mausner and Snyderman 1959).
The charter tourists are satisfied with the destination and with the elements of the trip.
Satisfaction with the service/organising side of the journey explains overall satisfaction with
the destination and positive word of mouth. These results indicate that improvement in the
service/organising attributes of the journey contributes to an increased overall satisfaction
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with the journey as well as increased positive word of mouth for Norwegian outbound charter
tourists.
The main conclusion in the present study is, therefore, that people act in a rational way
due to the fact that they become satisfied (which indicates that their needs are met). To better
understand the tourist experience it should probably to a greater extent be viewed as a
production process. Understanding how consumers consume or actually engage in the
production process while consuming has been given an exciting interpretation (Holt 1995).
Holt presents a typology of consumption practices, based on the purpose of the action and the
structure of the action. The Holt model is based on spectator consumption practices on
professional baseball games. The Holt model can be applied to other empirical settings such
as eating out at a restaurant or joining a sightseeing tour.
The findings in the present study should be of interest for the industry considering
product-development and marketing communication. To assure positive word of mouth, the
industry should focus on improving the service/organising side of the charter product. The
rest of the tourist experience seems, to a certain degree, to be provided by the tourists
themselves.
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Figure 1 Overall Model of Tourist Satisfaction with a Destination:
Antecedents and Consequences
Overall Consequences Antecedents Satisfaction of tourist Satisfaction - motives - overall satisfaction - Word of mouth - activities with the destination - Repeat business - satisfaction attributes (with single items)
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Table 1
Consistency in- and Interaction among Scales: Satisfaction, Activities and Motives
(a) Scale (b) Scales
# of items
Mean SD Alpha 2 3 4
Satisfaction* 1. Service/organising 2. Activities (in general) 3. Activities
* The measurement scale ranges from 1 to 5, where 1=very dissatisfied, 3 = neutral and 5 = very satisfied ** The measurement scale ranges from 1 to 6, where 1=did not perform, 6= more than 6 hours per day ***The measurement scale ranges from 1 to 5, where 1= not important at all, 3 = neutral and 5 = very important **** Alpha values are not relevant given that activities are regarded as formative measures
- Traditional sun/charter - Learning about destination - Play - Water - Trips - Culture
Total Explained variance R2 = 0.027 = (2,7%)
0.060 0.118 -0.105 -0.024 0.042 0.022
1.798 3.753 -3.188 -0.809 1.408 0.731
0.072 0.000 0.001 0.419 0.159 0.465
Dependent variable: Satisfaction – with activities (in general) Independent variables: Activities
- Traditional sun/charter - Learning about destination - Play - Water - Trips - Culture
Total Explained variance R2 = 0.014 = (1,4%)
0.053 0.040 0.038 -0.016 0.079 0.013
1.565 1.261 1.144 -0.519 2.619 0.436
0.118 0.208 0.253 0.604 0.009 0.663
Dependent variable: Satisfaction – with specific activities Independent variables: Activities
- Traditional sun/charter - Learning about destination - Play - Water - Trips - Culture
Total Explained variance R2 = 0.110 = (11.0%)
-0.101 0.309 0.071 0.016 -0.043 -0.005
-2.933 9.469 2.102 0.508 -1.410 -0.175
0.003 0.000 0.036 0.612 0.159 0.861
Dependent variable: Satisfaction – with culture Independent variables: Activities
- Traditional sun/charter - Learning about destination - Play - Water - Trips - Culture
Total Explained variance R2 = 0.148 = (14.8%)
-0.214 0.234 -0.101 0.021 -0.28 0.097
-6.082 7.154 -0.290 0.666 -0.906 3.122
0.000 0.000 0.772 0.506 0.365 0.002
Dependent variable: Overall Satisfaction – with the destination Independent variables: Activities
- Traditional sun/charter - Learning about destination - Play - Water - Trips - Culture
Total Explained variance R2 = 0.013 = (1,3%)
0.079 0.071 -0.056 -0.047 0.035 0.024
2.309 2.239 -1.659 -1.542 1.168 0.785
0.021 0.025 0.097 0.123 0.243 0.433
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Table 5 Satisfaction and Subsequent Consequences: Factors Affecting Overall Satisfaction with
the Destination, Word of Mouth and Intention to Re-buy the Trip
Variable
Part a) Dependent variable: overall satisfaction with the destination Independent variables: Factor 1 (service/organising) Factor 2 (activities in general) Factor 3 (specific activities) Factor 4 (culture) Total explained variance (R2) = 0.5016 = (50,3%) Part b) Dependent variable: Intention to re-buy a charter product Independent variable Factor 1 (service/organising) Factor 2 (activities in general) Factor 3 (specific activities) Factor 4 (culture) Sat. with Destination Total explained variance (R2) = R2 = 0.041 (4.1%) Part c) Dependent variable: Intention to perform positive word of mouth Independent variable Factor 1 (service/organising) Factor 2 (activities in general) Factor 3 (specific activities) Factor 4 (culture) Satisfaction with Destination Total explained variance (R2) = 0.3075 = (30.75%)
39
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Appendix 1: Explorative Factor Analysis of Satisfaction Items
h2 Service/organising Activities (in general)
Activities (specific)
Culture
1. Service 2. Restaurants 3. Tour operator 4. Food 5. Hotel 6. Flight
(transportation) 7. Nature/environment 8. Shopping facilities 9. Your own planning 10. Type of activities 11. Number of activities 12. Sightseeing 13. Active play/training 14. Beach/swim 15. Travelling party 16. Meet new people 17. Boating/sailing 18. Walking facilities 19. Play 20. Theatre 21. Concerts/festivals 22. Culture amenities
Percentage of common variance 11.35 3.48 2.89 2.55 2.43
Percentage of trace 100.00 30.7 25.5 22.5 21.40
Eigen value 6.07 2.08 1.67 1.49
Alpha 0.7459 0.8414 0.7161 0.7806
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Appendix 2: Explorative Factor Analysis of Activities
h2 Learning about the destination
Traditional Charter – sun act.
Water activities
Play Trips Culture activities
1. Read about attractions 2. Read about the culture and
history of the destination 3. Learned about the culture of the
destination 4. Went on organised sightseeing 5. Sunbathing 6. Bathing in the sea 7. Visited restaurants 8. Bathing in the pool 9. Shopping 10. Read newspapers, magazines,
books etc 11. Sailing at sea 12. Boat trip 13. Fishing 14. Waterskiing etc. 15. Playing football/handball etc. 16. Golf/tennis/Squash 17. Played/was together with
children in the family 18. Played at road/beach 19. Sightseeing alone 20. Went for a slow walk 21. Went for a hard walk 22. Trip with family by car 23. Theatre/opera/ballet 24. Concerts/festivals
1. Get away from stress 2. Enjoy beach and sea 3. Get new strength 4. Enjoying the sun 5. To have time to do what you please 6. Swim in the sea 7. Time for the family 8. Avoid stress concerning the transfer 9. Let the kids have a good time 10. Get away from noise and pollution 11. Be romantic 12. Swim in the pool 13. learning about another- country and culture 14. visiting known places and attractions 15. experiencing the nature and the surroundings 16. cultural experiences 17. To learn something new 18. Travel around 19. Experience the atmosphere 20. Go on organised sigh-seeing trips 21. Practicing language skills 22. To keep in touch with friends 23. Get to know new people 24. To demonstrate what you can do 25. Keep in contact with the family 26. To use your capabilities 27. To develop your personality/hobby 28. Not being lonely at holiday 29. Change your lifestyle 30. Eat and drink in good company 31. Have fun 32. To get exercise 33. Get new energy 34. Take care of your health 35. To work out hard -get tired