The Impact of Tour Service Performance on Tourist Satisfaction and Behavioral Intentions: A Study of Chinese Tourists in Hong Kong

ABSTRACT

This study proposes and tests a tour service performance framework that assesses the impact of tour service performance on tourists’ satisfaction with tour services and experience as well as their behavioral intentions, based on data collected from 580 Chinese tourists participating in package tours in Hong Kong. All of the scales used were pretested and refined using confirmatory factor analysis (CFA). The results show that satisfaction with tour services and satisfaction with the tour experience are distinct constructs with differential relationships with the various tour services. Among the seven tour services examined, tour guiding service has the greatest impact on satisfaction with tour services, whereas leisure activities have the greatest impact on satisfaction with the tour experience. The results also suggest that behavioral intentions are determined by tour guide service and tourist satisfaction. The methodology employed allows a comprehensive and focused evaluation of all services included in package tours.

KEYWORDS:

• Behavioral intention
• customer satisfaction
• package tour
• service quality
• tour experience
• tour service
• confirmatory factor analysis

Additional information

Notes on contributors

Andrew Chan

Andrew Chan is Assistant Professor in School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Hung Hom, Hong Kong SAR, China (E‐mail: [email protected]).

Cathy H.C. Hsu

Cathy H.C. Hsu is Professor in School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Hung Hom, Hong Kong SAR, China (E‐mail: [email protected]).

Tom Baum

Tom Baum is Professor in Department of Human Resource Management, University of Strathclyde, Graham Hills Building, 50 Richmond Street, Glasgow, G1 1XU, United Kingdom (E‐mail: [email protected]).