Measuring the Effect of Tourism Services on Travelers? Quality of Life: Further Validation

Abstract

Neal, Sirgy and Uysal (1999) developed a model and a measure to capture the effect of tourism services on travelers’ quality of life (QOL). They hypothesized that travelers’ overall life satisfaction is derived from satisfaction with the primary life domains (e.g., family, job, health). Specifically, overall life satisfaction is derived from two sources of satisfaction, namely satisfaction with non-leisure life domains and satisfaction with leisure life. Satisfaction with leisure life is derived from satisfaction with leisure experiences that take place at home and satisfaction with travel/tourism experiences. Satisfaction with travel/tourism experiences results from satisfaction with trip reflections of the traveler (e.g., what the traveler remembers regarding perceived freedomfrom control, perceived freedom from work, involvement, arousal, mastery, and spontaneity experienced during the trip) and satisfaction with travel/tourism services. Satisfaction with travel/tourism services was hypothesized further to be derived from satisfaction with the service aspects of travel/tourism phases – pre-trip services, en-route services, destination services, and return-trip services. The model was tested using a study of university faculty and staff. The original model was extended by hypothesizing the moderation effect of length of stay. Specifically, we hypothesized that the relationshipsin the model are likely to be more evident in relation to travelers who have more time to experience the tourism services than those who do not. A survey of 815 consumers of travel/tourism services who reside in Southwest Virginia was conducted. As predicted, the data confirmed hypotheses as established in the original model. Satisfaction with tourism services affects travelers’ QOL through the mediating effects of satisfaction with travel/tourism experiences, and satisfaction with leisure life. Furthermore, the moderating effect of length of stay was confirmed by the data. In sum, this replication and extension study provided additional validational support of the original tourism services satisfaction measure in relation to QOL-related measures.