Tourist Satisfaction, Perceived Service Value, and Repurchase Intentions: The Case of Hong Kong's Airline, Hotel, and Restaurant Services

Abstract

This study first explains why tourist satisfaction and perceived service value are important to a destination by empirically measuring the impact of these two factors on visitors' repurchase intentions. It then illustrates how tourist satisfaction in a given situation can be measured, diagnosed, and thereby managed. Samples of airline, hotel, and restaurant services in Hong Kong were used to realize two research objectives. The first was to empirically test, through logistic regression analyses, research hypotheses on the impact of tourists' overall satisfaction and perceived service value on their repurchase intentions. The results indicate that both tourists' overall satisfaction and their perceived service value significantly predict their repurchase intentions across the hotel and restaurant service samples, and that perceived service value, but not overall satisfaction, significantly predicts their repurchase intentions in the airline sample. The second objective was to assess the attribute satisfaction of tourists across the three samples, which was achieved by using importance and performance analysis (IPA). The overall IPA results, which take all seven tourist source markets in Hong Kong as a whole, indicate that Hong Kong's airline, hotel, and restaurant services do an excellent, very good, and good job, respectively, in satisfying their corresponding visitors. However, some weak points in Hong Kong's tourist services were identified. When each of Hong Kong's seven source tourist markets was taken individually, it was found that whereas some service attributes were captured in the same IPA quadrant across several different source markets, other attributes were captured in different IPA quadrants. A brief discussion is provided of the study findings and their implications from the perspectives of tourism management and marketing. 贯穿全文我们将探讨两个问题。首先，通过游客满意感和物有所值感对其重购意向的影响，探讨游客满意感和物有所值感对旅游目的地的重要性。其次，通过案例分析游客的具体满意感(即测量和诊断游客的具体满意感)，探讨目的地改善游客满意感的可能性和可行性。具体来讲，本文以香港航空、酒店业和餐饮业游客为研究样本，旨在实现以下两个研究目标。一是以航空、酒店和餐饮服务为例，实证检验游客对目的地行业服务的总体满意感和”物有所值„感，与其重购意向之间的因果关系。LOGISTIC回归分析结果表明，上述因果关系分别在餐饮业和饭店业总体样本中，充分得到了支持性的验证。然而，在航空业总体样本中，仅得到了部分支持性的验证:：即仅有航空游客对服务经历的物有所值感与其重购意向之间存在显著性的关联。二是采用”IPA„(重要性及其表现)分析法，测评游客对香港上述每一个旅游行业的具体满意感。IPA分析具体体现在两个层面:：总体IPA和客源市场IPA。就游客对香港的旅游服务的具体感知和评价而言，在总体IPA中我们视所有客源市场为统一的整体;；而在客源市场IPA中，我们则视香港七大客源市场为各个不同的单体进行分析。结果表明，总体上讲，香港航空业、饭店业和餐饮业，就其游客的具体满意感而言，评估结果分别为卓越、非常好和良好。与此同时，通过IPA分析，我们还发现了香港旅游服务体系中一些亟待改进的不足之处。具体来讲，七大旅游客源国对香港航空，酒店和餐饮服务的具体满意感既有相似之处，但更有不同的地方。最后，本文对以上诸多研究发现及其启示也进行了简要的探讨。