Title: Enhancing the effectiveness of marketing a tourist destination using satisfaction analysis

Authors: Pinky Pawaskar R; Mridula Goel

Addresses: Department of Economics, BITS Pilani KK Birla Goa Campus, Zuarinagar Goa, 403726, India ' Department of Economics, BITS Pilani KK Birla Goa Campus, Zuarinagar Goa, 403726, India

Abstract: The heart of effective marketing is consumer orientation. Tourism services are unique in that they need the consumers to come to the destination for experiencing them. The destination attributes that lure tourists are the product features which play a vital role in strategic tourism development. A tourist revisits/recommends a destination if satisfied with the earlier visit. Due to severe competition between destinations offering alike attributes, it is of utmost importance for service providers to offer services that create a delightful experience. Our study focus is identification of destination attributes that are important in choice of destination, leading to building expectations. We assessed tourist satisfaction on these important attributes post-tourist experience in the popular beach destination of India: Goa. Our findings can help to enhance the marketing effectiveness of tourism services in general and propose improvements in service features that can increase the attractiveness of Goa in particular.

Keywords: destination choices; holiday destinations; leisure; motivation; tourist recommendations; tourist revisits; tourists; tourism services; tourist expectations; tourist satisfaction; marketing effectiveness; tourist destinations; satisfaction analysis; India; Goa.

DOI: 10.1504/IJBSR.2017.080850

International Journal of Business and Systems Research, 2017 Vol.11 No.1/2, pp.163 - 181

Received: 13 Jun 2015
Accepted: 30 Jan 2016
Published online: 09 Dec 2016 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article