International Journal of Management and Commerce Innovations ISSN 2348-7585 (Online) Vol. 7, Issue 2, pp: (366-370), Month: October 2019 - March 2020, Available at: www.researchpublish.com
Perceived benefits of tourists’ satisfaction on a tourist destination: A conceptual study Mr. Ajay Ratewal Housekeeping Executive, Le Meridien Hotel, Gurugram
Abstract: The concept of customers’ satisfaction is being adopted worldwide in each sector whether it’s manufacturing or service oriented organization. Customers’ satisfaction plays an important role in for improvement in market situation of that organization which also attract the attention of researchers and academicians. In tourism, tourists’ satisfaction works as a driving force for loyalty and spread positive word of mouth which in return affects profit and revenue of that organization. Customers’ satisfaction also provide competitive edge and helps in strengthening the image and reputation. The present research paper focuses on the perceived benefits of tourists’ satisfaction. By understanding these benefits, it is expected to be helpful in understanding the tourist’s behavior which also would be lead to draft a suitable marketing strategy. Keywords: Tourists’ satisfaction, perceived benefits, loyalty, behavioral intention, brand image.
I.
INTRODUCTION
Tourism industry is one of the world’s largest and most vibrant sector comprising a number of sub sectors and industries such as hotel, event management, transport etc. According to World Travel Organization (WTO, 1995), Tourism is one of the fastest and has lot of potential to provide employment. It also has large potential to boost a nation’s economy. Governments all around the world has recognize the potential and benefits of tourism sectors that why they are putting intense efforts in promoting tourism services. Many countries are focusing on tourist’s satisfaction for developing tourism services. According to Corte et al. (2015), the positive tourist experience can encourage a tourist’s behavioral intention and create positive image for that destination. It also help in changing the negative image about that destination. The positive impact of customers’ behavior intention also helps in building strong communication and encourage him to spread good words about that particular tourist destination. Dmitrovic et al. (2009) stated that tourists’ satisfaction helps in maintaining long term relationship with the tourist which results in increased revenue and profits for that destination. Customer’s satisfaction is proved to be the main factor for encouraging tourist business and gives competitive edge Forozia et al. (2013). Tourism services are seen by associating it with GDP and employment of a country. Particularly, developing countries are competing with each other to boost their tourist inflow as it also generate strong flow effect in other sectors too such as retails, crafts, transportation, construction etc. (Hui et al., 2007). From last decade, it has been noticed that decision makers or governments are trying hard to increase the level of tourist’s satisfaction by providing various ancillary services such as better infrastructure, accessibility, medical facilities and hotels. Therefore, tourists’ satisfaction at tourist destination has become one of important research area by both academicians and practitioner (government or travel organizations) (Xia et al., 2009). This research tries to explore the perceived benefits associated with the tourist’s satisfaction.
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