The Main and Interaction Effects of Package Tour Dimensions on the Russian Tourists' Satisfaction

ALBAYRAK T., CABER M., Hutcheson G. D., Moutinho L.

JOURNAL OF QUALITY ASSURANCE IN HOSPITALITY & TOURISM, vol.17, no.3, pp.274-289, 2016 (SCI-Expanded) identifier identifier

  • Publication Type: Article / Article
  • Volume: 17 Issue: 3
  • Publication Date: 2016
  • Doi Number: 10.1080/1528008x.2015.1048921
  • Journal Name: JOURNAL OF QUALITY ASSURANCE IN HOSPITALITY & TOURISM
  • Journal Indexes: Science Citation Index Expanded (SCI-EXPANDED), Scopus
  • Page Numbers: pp.274-289
  • Keywords: Ordinal regression analysis, package tour, satisfaction, tour operator, SERVICE FEATURES, PERCEPTIONS, QUALITY, PERFORMANCE, IMPACT
  • Akdeniz University Affiliated: Yes

Abstract

This study aims to identify the effects of package tour dimensions on overall customer satisfaction. A literature review and analysis of data obtained from 4029 Russian tourists visiting Antalya, Turkey, enabled the authors to identify the dimensions of a typical package tour process. Thereafter, the main and interaction effects of package tour dimensions ('Flight,' 'Transfer Services,' 'Vehicle,' 'Info,' 'Hotel.' and 'Guide') on overall customer satisfaction were tested by ordinal regression analysis. Inclusion of the interaction effects between ' Transfer Services' and 'Vehicle' and between 'Guide' and 'Info,' significantly improved the research model. This result indicates that low performance of 'Vehicle' and 'Info' can be tolerated by well-organized 'Transfer Services' and professional 'Guide' services.