Tourism Marketing: Measuring Tourist Satisfaction

Abstract

The research was aimed at identifying and validating determinants of tourist satisfaction. The study area was the provinces of Chimborazo, Cotopaxi, Pastaza, Tungurahua, defined in Zone 3 of Ecuador, which transcended their geostrategic commercial position in the center of the country. In this context, the main objective of the study was to measure tourist satisfaction and to evaluate its determinants defined in variables such as product, price, distribution and tourist service as secondary axes of scope and transversal design. The sample synthesized an unknown sampling frame of 610 random tourists, representative sample where a semi-structured personal survey of 34 questions was applied considering 46 moderate variables and 9 classification variables. The statistical techniques used correspond to the partial least squares (PLS) method to give consistency to four items of product, two of the price, three of the distribution, one of the promotion and finally five of the service that allowed. All this was validated with the internal consistency of the model through composite relativity (CR), and Cron Bach's alpha, convergent validity was analyzed using the mean variance extracted (AVE), the structural model was examined through the coefficient Of determination (R2) and the Path (β) values, determined that this relationship is positive and consistent between variables of infrastructure, attention, cleanliness of the establishment and availability of parking; food and fun; ease of finding places and availability of service information; gastronomic and cultural tourism, positive tourism experience, successful choice of destination, fulfilled expectations, repetition of the trip and recommendation of destination.