Classifying Daily Tour Service Attributes by Three-Factor Theory of Customer Satisfaction

Abstract

Understanding the effect of daily tour service quality on tourist satisfaction is critical because tourist satisfaction is an important determinant of a company’s financial performance. Therefore, this study aims to identify the daily tour service quality attributes and to measure the asymmetric impact of each service attribute on overall tourist satisfaction. A survey was conducted in Myra–Demre–Kekova Tour, Antalya-Turkey with the participation of 424 Russian tourists. Exploratory factor analysis results offered six service attributes for the daily tour, namely: transportation, tour guide, food and beverage facility, shopping facility, stopover facility, and museums and sites. The results of penalty reward contrast analysis showed that all of the attributes were basic factors, the only exception was food and beverage facility, which had an insignificant effect on overall satisfaction. The findings of this study highlight the importance of generating new services that may excite the participants of daily tours and create memorable experiences.