AN EMPIRICAL ANALYSIS OF TOURIST SATISFACTION: A CASE-STUDY OF ZLIN-ZOO IN THE CZECH REPUBLIC

Abstract

This paper aims to assess the mediating role of tourist satisfaction based on certain antecedents and consequences for the famous zoo of the Moravian region in the Czech Republic. Relatively, the overlooked segment of the hospitality sector, particularly, the recreation segment is addressed by taking the case of the aforementioned zoo to analyze the antecedents and consequences of tourist satisfaction from visitors’ viewpoints. Hence, the assessment of the mediating role of tourist satisfaction by taking the case of Zoo in the recreation segment is the novel aspect, due to its thorough investigation about the role of significant antecedents and consequences. Based on the primary data and application of the PLS-SEM, results indicated direct and indirect effects, the construct ‘emotion’ significantly affects tourist satisfaction as a direct effect. Tourist satisfaction also predicts the recommendation/WoM and corporate image significantly while only ‘emotion’ is significant with respect to indirect effects. The study concludes that ‘emotion’ is an important antecedent for consideration, whilst recommendation/WoM, and corporate image are significant constructs of consequences related to tourist satisfaction. The study implications and limitations are considered whilst future research directions have been suggested in the end part of the paper.

Keywords

• tourism
• tourist satisfaction
• recreation segment
• hospitality sector
• antecedents
• consequences
• pls-sem
• zlin-zoo
• czech republic