THE INFLUENCE OF DISSATISFIED TOURISTS’ NON-BEHAVIORAL APPROACH ON OVERALL VISIT SATISFACTION: A STUDY ON MALAYSIAN DOMESTIC TOURISTS

Abstract

Providing good quality of service is most basic attribute of the service industry, including tourism. Complaints by tourists actually provide opportunities for destination or business to recover from the service failures, and when the complaints are handled satisfactorily, destination or business may win tourists back. Therefore, this study aims to explore how complaint constraints influence on tourists' overall satisfaction level. In order to achieve the objectives, this study used a quantitative approach using PLS-SEM. This study revealed that overall tourists' satisfaction is influenced by limited time, unfamiliarity, limited communication, limited involvement, and positive holiday mood.

Keywords

• tourists’ satisfaction
• complaint constraints
• domestic tourism
• pls-sem
• tourism
• malaysia