Abstract
The aim of this paper is to develop and empirically validate an instrument (scale) which measures the group package tour (GPT) service. This study employed multistage steps for investigation; both qualitative and quantitative approaches were used to develop a new customer comment card (CCC) for GPT (GPTCCC). For qualitative data, literature review, three focus groups, and collection of 20 existing CCCs were employed. For quantitative data, responses from 521 and 312 tourists were used to assess the reliability and validity by exploratory and confirmatory factor analysis. Through a rigorous instrument development process, six factors were finally identified: hotel, transportation, shopping arrangement, optional tour, tour leader, and local guide. The study provides insight into the nature of the measurement of GPT service and how it might be used in practice. Implications of these findings for travel managers and areas for future research are also provided.
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