From SERVQUAL to HOLSAT: holiday satisfaction in Varadero, Cuba

Abstract

This paper sets out to consider present approaches to the measurement of satisfaction. It does this within the context of tourist satisfaction with a holiday. The result - HOLSAT - utilizes and modifies previous work in the area to develop a research instrument which approaches satisfaction attitudes using expectations/performance analysis. In order to test this instrument, an exploratory study was conducted in Varadero, Cuba during June 1996. Given the developmental nature of the instrument, the results reported, whilst reflecting the views of the study population, must not be viewed as having wider significance beyond the study sample. This paper explores the emerging limitations and suggests how to improve the validity of future studies which seek to utilize this new method of measuring 'holiday' satisfaction.