EXPRESSIVE VERSUS INSTRUMENTAL FACTORS IN MEASURING VISITOR SATISFACTION

Abstract

This study describes overall satisfaction as a function of instrumental and expressive factors. The objective of the study was accomplished by testing whether instrumental and expressive attributes are distinct behavioral indicators that could better predict visitor satisfaction. Furthermore, the study tests if visitor types based on motivation for travel moderate the relationship between instrumental and expressive attributes. The findings of the study revealed partial support that expressive and instrumental factors collectively might be predictors of overall satisfaction or dissatisfaction in general. However, the findings reveal that visitor type based on motivation for travel moderates the relative importance of instrumental and expressive factors. Empirical studies of this nature may be of help to destination marketers and planners to understand the complexity of satisfaction as one of the elements of visitation behavior. Actual and potential markets can use these types of studies to develop appropriate communication materials that would incorporate the relative importance of destination features as perceived.