Title: Identifying tourist satisfaction in cultural heritage destinations - a factor analysis approach

Authors: J.C. Sharmiladevi; S. Rameshraj

Addresses: Symbiosis Centre for Management Studies, Symbiosis International University, Survey No. 121, Lunkad Gold Cost, Viman Nagar, Pune, India ' Department of Hotel Management and Catering Technology, Madurai Kamaraj University College, Alagarkovil Road, Madurai, India

Abstract: Understanding tourist satisfaction is one of the major concerns in the area of tourism service providers, stakeholders and government. Destination attribute plays an important role in tourists' evaluation of the attractiveness, image, and satisfaction of a particular destination. Different destinations have different intrinsic attributes. Intrinsic attributes of destinations are different which significantly influence satisfaction. Visitor satisfaction is determined by a combination of perceived value and quality, consumer expectations and actual experience. A visitor's overall satisfaction will influence the likelihood of repeat visitation, extended length of stay, increased expenditure, enhanced yield and word-of-mouth referrals. ConceptualiSing tourist satisfaction based on the destination image is purely individualistic and will vary and may change with many other associated parameters, such as tourist' age, difference between actual and perceived expectations, add-on services, taking part in events, funs and fairs associated to that destination, food and rejuvenation services offered and many such variables. This study tries to identify the most significant factor which influences tourist satisfaction in a cultural heritage destination in the temple city of Madurai. A random sample study with a structured questionnaire was conducted. Results of the study indicate that quiet atmosphere and cultural richness were found to be the most significant factors which attract tourists to this particular destination.

Keywords: attraction; cultural heritage; tourist satisfaction.

DOI: 10.1504/IJLTM.2017.087511

International Journal of Leisure and Tourism Marketing, 2017 Vol.5 No.4, pp.338 - 350

Received: 13 Jan 2017
Accepted: 28 Mar 2017
Published online: 16 Oct 2017 *

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