Does satisfaction with package tours lead to successful vacation experiences?

: Juulia Räikkönen, Antti Honkanen

Publisher: Elsevier

: 2013

: Journal of Destination Marketing and Management

: JDMM

: 2

: 108

: 117

: 2212-571X

DOI: https://doi.org/http://dx.doi.org/10.1016/j.jdmm.2013.03.002.

Tour operators play a key role in the creation of destination experiences by assembling and distributing package tourism products. This study examines how satisfaction with the components of a package tour affects the success of a vacation experience by analyzing customer satisfaction data (n=38,153) from the largest tour operator in Finland. A principal component analysis identified six dimensions of a package tour, of which a regression model indicated that tour operator's destination services and accommodation services were the key factors in explaining the success of the vacation experience. Pre-tour services and environmental issues were also essential, whereas flight and airport services were the least important. However, these six components explained only 34% of the variance in the success of an experience. Therefore, it is argued that satisfaction with tour operators’ services has only a limited impact on the success of a package tourism experience. This strengthens the idea that hybrid and complex tourism experiences are influenced by various factors and actors, many of which are irrespective of the tour operator.

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