Antecedents of consumer satisfaction and dis-satisfaction (CS/D) on long-haul inclusive tours — a reality check on theoretical considerations

Abstract

The performance of a company may be legitimately measured by the consumer voice. Satisfaction is one measure of that voice. This paper reviews the theoretical antecedents of satisfaction derived from research into consumer behaviour and then checks the theory against the reality of a business situation from the tourist industry — a long-haul inclusive tour to South East Asia from Britain. The main research method — participant observation — places a strong emphasis on the measurement of tourist satisfaction in situ. However, this is balanced by post-tour tourist interviews with tour participants and a general set of pre-tour interviews on tourist satisfaction with management and directors across a spectrum of tour operators. The findings have a relevance for human resource management and services marketing in tour operation, other sectors of tourism and also service industries which provide an extended service experience for consumers.