Measuring service satisfaction of young tourists: a case study of Lawachara National Park, Bangladesh

Abstract

Consumer service satisfaction measurement is important for successful management of tourism industry. Unfortunately, very few researches have been conducted in Bangladesh in this regard. To fill up the gap, this research has been conducted to estimate the service satisfaction of young tourists of Lawachara National Park, Bangladesh. Despite these young tourists comprise a large portion of the tourists in the park; no research has been conducted yet to estimate the satisfaction of this group. Hence we have conducted the research using a survey instrument to estimate service satisfaction of this young tourist group. The collected data were then analysed by factor analysis to extract the basic influences that regulate service satisfaction and after that we developed a regression model using ordinary least square method to establish a relationship between the service satisfaction and the basic influences that regulate the service satisfaction. We observed that the young tourists' service satisfaction is largely dependent upon the easier visit into the park. Procedural complexity of managerial authority hinders tourists' service satisfaction. Less expenses, warm, and friendly reception can increase the service satisfaction. Thus success in tourism sector of the park in future will mostly depend on the quality of the services that highly value the identified managerial aspects of the industry.