Tour Operators' Service Quality and Efficacy of Satisfaction Measurement
The purpose of this research is to assess the service quality determinants of tour operators and examine the efficacy of these evaluations on overall trip satisfaction when customer mood is introduced as a moderating variable. The overall hypothesis of the article is that tourists'
assessments of services and satisfaction may not be free of bias, but may depend on emotional states (such as mood) during the evaluation stage. The study used a sample of german tourists who traveled to the Mediterranean region of Turkey. The findings of the study lend support to previous
literature that suggests tourists' moods influence overall trip satisfaction. Specifically, mood had significant interaction effects with intangible components of tour operations, such as staff and tour guides' services, as well as attitudes of locals, in predicting the overall trip satisfaction
ratings. Theoretical and practical implications are discussed within the general framework of consumer behavior, and research ideas are provided to help guide further research in the area.
Keywords: CUSTOMER SATISFACTION; MODERATING EFFECT; MOOD; SERVICE QUALITY; TOUR OPERATION
Document Type: Research Article
Publication date: 01 August 2012
- Established in 1996, Tourism Analysis is an interdisciplinary journal that provides a platform for exchanging ideas and research in tourism and related fields. The journal aims to publish articles that explore a broad range of research subjects, including, but not limited to, the social, economic, cultural, environmental, and psychological aspects of tourism, consumer behavior in tourism, sustainable and responsible tourism, and effective operations, marketing, and management.
Tourism Analysis focuses on both theoretical and applied research and strives to promote innovative approaches to understanding the complex and dynamic nature of tourism, its stakeholders, businesses, and its effects on society. The journal welcomes articles on innovative research topics and methodologies beyond the traditional theory-testing sciences, such as robotics, computational sciences, and data analytics.
Our primary goal is to contribute to the development and advancement of new knowledge in tourism while fostering critical reflections and debates on the radical changes and evolution in tourism among scholars, practitioners, policymakers, and other stakeholders.
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