Satisfiers and Dissatisfiers in the Destination Selection Process: A Cultural Demographic Approach.

Abstract

This paper investigates the influence of cultural demographics on destination selection- satisfiers and dissatisfiers. Customer satisfaction has been linked to destination choice and global destination competitiveness. Literature identified satisfiers and dissatisfiers as influential in destination selection but no specific information about the role of cultural demographics to connect to potential travel markets. A quantitative research design was utilised and data was collected via an on-line survey. Data was analysed using descriptive and inferential statistics. Two valid destination selection constructs were extracted through an exploratory factor analysis, namely satisfiers and dissatisfiers. Twelve valid and reliable items were retained for satisfiers and seven valid and reliability items were retained for dissatisfiers. This study identified which items are considered satisfiers and which items are considered dissatisfiers. To detect specific mean differences based on the cultural demographics investigated in this study, MANOVA tests identified if there are differences while post hoc Tukey test revealed the specific differences and Cohen D tests if it can be considered as practical significant. There were five practical significant mean differences when considering citizenship, continent of origin and ethnic affiliation within the two identified destination selection constructs.

Keywords

• Culture
• Demographics
• Destination
• Satisfaction
• Tourism