Destination satisfaction comparison excluding the weather effect

Abstract

ABSTRACT Destination satisfaction is influenced by endogenous, as well as exogenous factors, that are beyond the destination managers’ control. This study compares overall satisfaction in eleven tourism areas located in the Region of South Bohemia, Czech Republic, and identifies if perceived weather, as an exogenous factor, can influence overall visitor satisfaction and destination comparison. Using a linear regression model, the study brings a methodological solution of how to exclude weather effects from overall satisfaction. The estimated values of overall satisfaction, as well as the destination ranking, changed after the exclusion of the weather effect. The results can be used by Destination Management Organizations (DMOs) to get a clear picture about destination satisfaction performance. The external effects, such as weather, must be removed to establish a consistent destination comparison when DMOs consider the overall visitor satisfaction as an indicator for evaluating destination performance and redistributing financial support.