Consumer satisfaction and dis-satisfaction with long-haul inclusive tours

This research is a qualitative study of consumer behaviour in tourism and specifically consumer satisfaction and dis-satisfaction (CS/D) with long-haul inclusive tours. An emphasisis placed on the supposed antecedents of CS/D - expectation, performance, disconfirmation, attribution, emotion, equity - and the change in CS/D through time. The research rationale was orientated to both the academic world and the world of practical management. A literature review and a series of interviews with senior management and directors of long-haul tour operators in Britain was followed by a participant observation case study on a long-haul tour of Malaysia and Singapore. A three-way perspective was sought on CS/D - from management, consumer service personnel and consumers. An interpretative framework, which synthesises the description and analysis in the literature search, primary interviews and participant observation, outlines the process of CS/D formation. This includes the interaction of a vortex of antececedents - with performance at the core - which then passes through a filter relating to both the specific and general context surrounding the long-haul tour. Either immediate or delayed CS/D judgements for micro events is followed by subsequent action or inaction by an individual consumer and/or other consumers in a group, a tour leader, a ground handler and/or a tour operator. A feedback loop completes a micro event cycle and engenders a cumulative development of consumer certainty with regard to the judgement of CS/D through time. Additionally, the study demonstrates the application and potential of participant observation - in lieu or in conjunction with other more familiar techniques - within both an academic and practical management perspective.

Grantor dc:publisher

Oxford Brookes University

Year dc:date

1998

Author dc:creator

• Bowen, David

Contributors dc:contributor

• Harrison, Aileen

Statement dc:rights

• All rights reserved

Language dc:language

en

DOI dc:identifier

https://doi.org/10.24384/pt72-zj84

OAI identifier oai:identifier

tle:dee7fa9a-e359-4702-9899-dec8724477bd:d6bd9758-527a-46cd-bfe2-c433766e8fca:1