Using Demographics and Leisure Activities to Predict Satisfaction with Tourism Services in Greece

ABSTRACT

The purpose of the study was to predict the level of satisfaction with tourism services in Greece. In particular, the study investigated the degree to which demographic variables and leisure activities could discriminate consumers who are highly satisfied from those who are less satisfied with tourism services. A self-administered anonymous questionnaire was given to 170 subjects who participated in a three-day trip organized by travel agencies to the mountainous region of Hepeiros, Greece, from November 2003 to February 2004. The questionnaire was given the last day of the trip and was answered by 115 individuals (68% response rate). Classification with discriminant analysis was used to identify consumers with different satisfaction levels (high and low). The hypothesis that demographics and leisure activities will classify consumers highly satisfied from consumers less satisfied was partially confirmed. Education, age and leisure activities could discriminate between the two groups of consumers (high satisfied and low satisfied). However, the findings of the study provide theoretical and practical implications in predicting satisfaction level and increasing tourism marketing effectiveness.

KEYWORDS:

• Consumer satisfaction
• tourism services
• leisure activities
• tourist satisfaction