The Relationship Between International Leisure Travelers' Origin Country and Product Satisfaction, Value, Service Quality, and Intent to Return

Abstract

Leisure travelers to Hong Kong from seven geographic origins were analyzed based on their evaluation of four product-related variables: satisfaction with the destination, perceived value, service quality and intent to return. The four variables were found to be significantly related to each other as suggested by previous studies. However, when geographic areas of origin were compared to each other many significant differences were found in the evaluation of the destination, supporting research suggesting that cultural differences influence destination evaluations. In general, visitors from Western cultures tended to rate their experience as higher than those from Eastern cultures but the relative magnitude of ratings was not consistent. Of particular note, was that even though visitors from Western cultures rated satisfaction highest, they rated likelihood to return toward the bottom relative to other countries. The results supported previous research that found differences in tourists based on nationality.