TOWARDS TOURISM DEVELOPMENT: BRIDGING THE GAP BETWEEN TOURISTS’ EXPECTATIONS AND SATISFACTION

Abstract

This study evaluated the compatibility between the expectations and satisfaction of international tourists toward the attributes and quality of services offered. Data were obtained from a survey of 420 international tourists visiting Penang, Malaysia. Findings indicated that the highest expectations of visitors were the safety and image or appearance of the destination. The results further demonstrated that the most negative gap between tourists’ expectations and satisfaction can be found in the local transportation service, and the most positive gap was observed in cultural uniqueness. By detecting the weak components of the attributes and the quality of service, this study presented implications for local tourism authorities to better understand the essential policies and actions in improving the quality of the tourism industry in the locale.

Keywords

• tourist expectation
• tourist satisfaction
• image
• gap analysis
• Malaysia