The research was aimed at identifying and validating determinants of tourist satisfaction. The study area was the provinces of Chimborazo, Cotopaxi, Pastaza, Tungurahua, defined in Zone 3 of Ecuador, which transcended their geostrategic commercial position in the center of the country. In this context, the main objective of the study was to measure tourist satisfaction and to evaluate its determinants defined in variables such as product, price, distribution and tourist service as secondary axes of scope and transversal design. The sample synthesized an unknown sampling frame of 610 random tourists, representative sample where a semi-structured personal survey of 34 questions was applied considering 46 moderate variables and 9 classification variables. The statistical techniques used correspond to the partial least squares (PLS) method to give consistency to four items of product, two of the price, three of the distribution, one of the promotion and finally five of the service that allowed. All this was validated with the internal consistency of the model through composite relativity (CR), and Cron Bach's alpha, convergent validity was analyzed using the mean variance extracted (AVE), the structural model was examined through the coefficient Of determination (R2) and the Path (β) values, determined that this relationship is positive and consistent between variables of infrastructure, attention, cleanliness of the establishment and availability of parking; food and fun; ease of finding places and availability of service information; gastronomic and cultural tourism, positive tourism experience, successful choice of destination, fulfilled expectations, repetition of the trip and recommendation of destination.
Tourism as an industry has grown significantly in recent times and has allowed for short-term voluntary movements of people (tourists and visitors) outside their home; this has generated sources of employment, and has allowed foreign exchange to help development and welfare for the country receiving tourism [
People who visit a tourist destination expect their stay to be unique and enjoyable, therefore, it is of great importance to study the tourist market, as a growing economic activity and necessary to explore the needs of visitors and their degree of satisfaction [
The image of the destination and the perception of the image of the visitors is constituted in the brand value of a destination, and becomes an axis of development, in the economic and marketing part, the latter generates a value in the minds of the Tourists, translated in the interest for the tourist demand that have led to conduct several studies that have led to the development of behavioral models [
Therefore, the satisfaction of the trip is essential in the success of a tourist business and the comparison between the expectation and the experience must be constantly checked during the evaluation of the visitor to the destination with respect to the quality of the service perceived in the trip. In many cases, tourism satisfaction and perceived quality have much in common, since the quality of the service is evaluated by visitors according to factors such as comfort, friendliness, security, cleanliness, accommodation, transportation and infrastructure [
This article shows the value of the research, which is linked to the purpose of the study, which seeks to analyze the determinants of tourist satisfaction in zone three of Ecuador, which includes the provinces of Chimborazo, Cotopaxi, Pastaza and Tungurahua, where the question of research was designed from a hermeneutical-historical research perspective. What are the most significant determinants of the market tourism that are related to tourist satisfaction? This allowed to define seven theoretical constructions: tourist product, tourist price, tourist distribution, tourist promotion, tourist services, tourist profile and tourist satisfaction.
With the exposition of the factors we defined the starting hypotheses to provide direction and direction to the research, this allowed to articulate aspects of reality through the generation of scenarios hypothetical where the network of relationships around each category and descriptive arguments aimed at the reconstruction of relevant aspects of tourist satisfaction.
Hypothesis of departure
The service includes the emotions of tourists because their great majority is based on experiences and satisfaction [
H1: Tourist services in destinations have a positive influence on tourist satisfaction.
The perception of tourists in the provision of payment for food services and entertainment activities for [
H2: The price of the touristic product is an element that determines the Satisfaction of the Tourist.
Access to services and tourist sites, are requirements that visitors value when planning their trip, that is, information allows tourists to have knowledge of safe activities and sites that can be visited [
H3: The perception of logistics at the destination is directly associated with the tourist satisfaction.
The promotion as a strategic element of communication allows highlighting the tourist potential of a territory, through various campaigns in conventional and non-conventional media, revealing the natural attractions that under the perception of visitors constitute guarantees of quality and image of brand [
Therefore, boosting the attractions and tourism activities of the destination according to the types of tourism generates comparative and competitive advantages that promotes market opportunities and impels the tourist to generate unique experiences that are constituted; in covered needs considering different tastes and preferences or activities that can develop such as: adventure tourism, cultural tourism, gastronomic tourism, health tourism [
H4: Touristic promotion of a destination positively influences Tourist Satisfaction.
Tourism trends, considering elements that generate value in travel and tourist satisfaction include the choice of place to visit, expectations, consumption experiences, recommendation and repetition of the trip. Therefore, the destination, its characteristics and the factors that drive the demand become the determinants of choice, giving rise to the comparison between tourist destinations that will ultimately determine tourist satisfaction or dissatisfaction [
The perceptions of the tourist are valued in relation to expectations, in this sense, the quality of services is evaluated periodically to examine their satisfaction in the destination [
Therefore, the perceived quality can generate direct effects on the positive experience in the tourist [
H5: The value that the tourist gives to the trip is intensely related to general satisfaction.
Tourists are heterogeneous in their perception of destiny, by their characteristics and attributes, as well as by the income and occupation which interferes with their behavior [
H6: The characteristics and attributes of tourists are strongly associated with their destination satisfaction.
This research promotes the measurement of tourist satisfaction [
With the basis of qualitative order, items were formulated that allowed to explore the measurement of tourist satisfaction, under three proposals [
where in n = 10; 10 judges and 10 tourism experts were interviewed; to have an approach to the tourist population is based on data released by the World Tourism Organization (WTO), which registers 1,133 million tourists who traveled to Ecuador in 2013 and in 2014 and there is an increase of 4.3%, obtaining 1181 million tourists who visited Ecuador, contrasted with data from the Ministry of Tourism where it is pointed out that 14.79% of visits are destined for Tungurahua Province, that is, 174,669 tourists visited this province in 2014. With the analysis of Data, was projected to 2015 with a growth rate of 1.54% and it was determined that 177,358 tourists who would visit the Province, a reference that allowed to apply the instrument of qualitative order to tourists and its calculation was made through of the equation:
therefore
The transition of the variable to the item [
Once the six dimensions were defined, the sample size was calculated for the estimation of frequencies with an unknown sampling frame, since there was no record or database of tourists visiting zone 3, considering Formula
where alpha (α) = 5% was assigned; Confidence level 1 − 0.050/2 = 0.975; Z of (1 − α/2) = 1.960; Prevalence (p) = 0.50; Complement of p (q) = 0.50; Precision (d) = 4%, obtaining n = 610 tourists to survey in Zone 3 (Tungurahua, Cotopaxi, Chimborazo, Pastaza). For the application of the instrument was considered the most visited places by tourists; a competitive advantage matrix was developed, based on eight criteria: 1) number of tourists visiting each province and canton; 2) number of tourist attractions; 3) accommodation services; 4) food and beverage services; 5) intermediation services, tourist services agency and event organizers, congresses; 6) operating services when travel agencies provide their own transportation considered as part of the agency; 7) spa services, bowling alleys, skating rinks, racecourse and recreation centers; 8) tourist transport.
Under these circumstances, the pilot test was carried out on 61 tourists (10% of the total sample), in the cantons of the province according to the highest scores of the competitive advantage matrix, whose destinations were favorable to compile the information of each province, as shown in
The development of the survey was determined by a structured questionnaire that was applied personally to tourists [
State | City | Matrix Score Competitive Advantage | Proportion to 100% | Number of tourists | Pilot test |
---|---|---|---|---|---|
Tungurahua | Ambato | 3.289 | 46.94 | 145 | 15 |
Baños | 3.718 | 53.06 | 164 | 16 | |
Total Tungurahua | 4 | 50.79 | 310 | 31 | |
Cotopaxi | Latacunga | 1.375 | 17.46 | 107 | 11 |
Chimborazo | Riobamba | 1.750 | 22.22 | 136 | 14 |
Pastaza | Puyo | 0.75 | 9.52 | 58 | 5 |
Total | 7.875 | 100 | 610 | 61 |
Note: Own elaboration.
a quantitative analysis, and evidence was found that made it difficult to understand some items and their way of measuring tourist satisfaction.
The validation process of the instrument was divided into two phases, qualitative and quantitative [
PHASE 1 | |||||
---|---|---|---|---|---|
Dimension | Code | Item | Dimension | Code | Item |
Tourist Profile | PF-1 | Visitor | Services Touristic | S-1 | Lodging |
PF-2 | Age | S-2 | Accommodation place | ||
PF-3 | Gender | S-3 | Cleaning/Accommodation | ||
PF-4 | Entry | S-4 | Duration | ||
PF-5 | Civil status | S-5 | Food drink | ||
PF-6 | Level studies | S-6 | Food assessment | ||
PF-7 | Occupation | S-7 | Indigenous food | ||
PF-8 | Attitude | S-8 | Personal care | ||
PF-9 | Taste for traveling | S-9 | Cleaning and hygiene | ||
PF-10 | Experience | S-10 | Intermediary | ||
PF-11 | Travel | S-11 | Tour guide | ||
PF-12 | Reasons | S-12 | Guide service | ||
PF-13 | Interest | S-13 | Professionalism of the guide | ||
PF-14 | Personality | S-14 | Assisted events | ||
PF-15 | Socioeconomic level | S-15 | Transportation to arrive | ||
PF-16 | Visiting Times | S-16 | Transport | ||
PF-17 | Frequency | S-17 | Transportation at the destination | ||
PF-18 | Travel occasion | S-18 | Parking lot | ||
PF-19 | Benefits | S-19 | Infrastructure | ||
PF-20 | Influencer | S-20 | Transportation facilities | ||
S-21 | Conservation of attractions | ||||
Touristic Product | P-1 | Variety | Tourism | S-22 | Accommodation staff |
P-2 | Interesting attractions | S-23 | Transport staff | ||
P-3 | Quality | S-24 | Interaction with tourists | ||
P-4 | Brand & Identity | S-25 | Garbage collection | ||
P-5 | Image | S-26 | Environmental Protection | ||
P-6 | Tourist Surroundings | S-27 | Hospitality | ||
P-7 | Purpose | S-28 | Perceived risk | ||
P-8 | Activities | ||||
P-9 | Traditions | T-1 | Evolution | ||
T-2 | Tourist destination | ||||
Touristic Price | PR-1 | Decisive factor | Touristic Management | T-3 | Type of Tourism |
PR-2 | Importance | ||||
PR-3 | Price quality | GT-1 | Previous visit | ||
PR-4 | Transport price | GT-2 | Visiting Times | ||
PR-5 | Accommodation Price | ||||
PR-6 | Price Food/drinks | CT-1 | Innovation | ||
PR-7 | Accommodation Price | CT-2 | Differentiated services | ||
CT-3 | Tourist Strategies |
Touristic Distribution | DT-1 | Intermediary | Touristic Competitiveness | CT-4 | Government support |
---|---|---|---|---|---|
DT-2 | Agency service | CT-5 | Government Effectiveness | ||
DT-3 | Travel agency preference | CT-6 | International Competitiveness | ||
DT-4 | Quality of service | CT-7 | Most visited site | ||
DT-5 | OPTUR | CT-8 | Competitiveness tourism sector | ||
Touristic Promotion | PT-1 | Information sources | Tourist Satisfaction | ST-1 | Trip replay |
PT-2 | Information | ST-2 | Usefulness of services | ||
PT-3 | Accessibility | ST-3 | Assertiveness of choice | ||
PT-4 | Quality information | ST-4 | Satisfaction | ||
PT-5 | Signaling | ST-5 | Recommendation | ||
PT-6 | Recommendation | ST-6 | Perception of experience | ||
PT-7 | Competition promotions | ST-7 | Cultural/natural experience | ||
PT-8 | Type of promotions | ST-8 | Interest | ||
PT-9 | Loyalty | ST-9 | Differentiation of experience | ||
PT-10 | Phone purchase | ||||
PT-11 | Buy catalog | ||||
PT-12 | Promotional events |
Note: The Code is described: coding of dimension questions. Item: study variable of each dimension. Observations: changes made to the item. Own elaboration.
Phase 2-PILOT 1 | |||||||
---|---|---|---|---|---|---|---|
Dimension | Code | Item | Observations | Dimension | Code | Item | Observations |
Tourist Profile | PF-1 | Visitor | No change | Services Touristic | S-1 | Lodging | Unification |
PF-2 | Age | No change | S-12 | Guide service | |||
PF-3 | Gender | No change | S-8 | Personal care | |||
PF-4 | Entry | No change | S-22 | Accommodation staff | |||
PF-5 | Civil status | No change | S-11 | Tour guide | |||
PF-6 | Level studies | No change | S-24 | Interaction with tourists | |||
PF-7 | Occupation | No change | S-2 | Accommodation place | No change | ||
PF-8 | Attitude | No change | S-3 | Cleaning accommodation | Unification | ||
PF-10 | Experience | Unification | S-7 | Indigenous food | |||
PF-9 | Taste for traveling | S-13 | Professionalism of the guide | ||||
PF-16 | Visiting Times | S-16 | Transport | ||||
PF-11 | Travel | No change | S-18 | Parking lot | |||
PF-13 | Interest | No change | S-19 | Infrastructure | |||
PF-14 | Personality | No change | S-20 | Transportation facilities | |||
PF-15 | Socioeconomic level | No change | S-21 | Conservation of attractions | |||
PF-17 | Frequency of travel | No change | S-23 | Transport staff |
PF-18 | Travel occasion | No change | S-25 | Garbage collection | |||
---|---|---|---|---|---|---|---|
PF-19 | Benefits | No change | S-27 | Hospitality | |||
PF-20 | Travel Influencer | No change | S-4 | Duration | No change | ||
S-28 | Perceived risk | No change | |||||
Touristic Product | P-2 | Interesting attractions | No change | S-5 | Food/Drink | No change | |
P-1 | Variety | Unification | S-14 | Assisted events | No change | ||
P-5 | Image | S-26 | Environmental Protection | No change | |||
P-9 | Traditions | S-15 | Transportation to arrive | Unification | |||
P-6 | Tourist Surroundings | S-17 | Transportation at the destination | ||||
P-7 | Purpose | No change | Transportation back | Add | |||
P-8 | Activities | No change | Tourism | T-1 | Evolution | Unification | |
T-2 | Tourist destination | ||||||
Touristic Price | PR-1 | Decisive factor | Unification | T-3 | Type of Tourism | No change | |
PR-3 | Price quality | ||||||
PR-2 | Importance | No change | Touristic Management | GT-1 | Previous visit | No change | |
PR-4 | Transport price | Unification | GT-2 | Visiting Times | No change | ||
PR-5 | Accommodation Price | ||||||
PR-6 | Price Food/drinks | Touristic Competitiveness | CT-1 | Innovation | No change | ||
PR-7 | Accommodation Price | CT-6 | International Competitiveness | Unification | |||
CT-7 | Most visited site | ||||||
Touristic Distribution | DT-1 | Intermediary | No change | CT-2 | Differentiated services | ||
DT-2 | Agency service | No change | CT-4 | Government support | |||
DT-3 | Travel agency preference | No change | CT-8 | Competitiveness sector tourist | |||
DT-4 | Quality of service | No change | |||||
DT-5 | OPTUR | No change | Tourist Satisfaction | ST-1 | Trip replay | Unification | |
ST-3 | Assertiveness of choice | ||||||
Touristic Promotion | PT-2 | Information | Unification | ST-5 | Recommendation | Add | |
PT-3 | Accessibility | Expectations Fulfilled | Unification | ||||
PT-5 | Signaling | ST-6 | Perception of experience | ||||
PT-6 | Recommendation | No change | ST-7 | Cultural/Natural Experience | No change | ||
PT-7 | Competition promotions | Unification | ST-4 | Satisfaction | No change | ||
PT-9 | Loyalty | ST-8 | Interest | No change | |||
PT-11 | Buy catalog | ST-9 | Differentiation of experience | ||||
PT-12 | Promotional events | ||||||
PT-8 | Type of promotions | No change |
Note: The Code is described: coding of dimension questions. Item: study variable of each dimension. Observations: changes made to the item. Own elaboration.
Phase 3-PILOT 2 | |||||||
---|---|---|---|---|---|---|---|
Dimension | Code | Item | Observations | Dimension | Code | Item | Observations |
Touristic Product | P-1 | Variety | Unification | Services Touristic | S-26 | Environmental | No change |
P-5 | Image | S-28 | Protection Perceived risk | No change | |||
P-9 | Traditions | ||||||
P-6 | Tourist Surroundings | Tourism | T-1 | Evolution | Unification | ||
P-7 | Purpose | No change | T-2 | Tourist destination | |||
P-8 | Activities | No change | T-3 | Type of tourism | No change | ||
Touristic Price | PR-4 | Transport price | Unification | Touristic Competitiveness | CT-1 | Innovation | No change |
PR-5 | Accommodation Price | CT-6 | International Competitiveness | Unification | |||
PR-6 | Accommodation Price | Competitiveness National | |||||
Price Fun | Add | CT-2 | Differentiated services | ||||
CT-4 | Government support | ||||||
Touristic distribution | PT-2 | Information | Change of dimensions | CT-8 | Competitiveness tourism sector | ||
PT-3 | Accessibility | ||||||
PT-5 | Signaling | Tourist Satisfaction | ST-6 | Perception of experience | Unification | ||
Availability of services/places | Add | ST-7 | Natural experience | ||||
DT-1 | Means used | Modification in writing | Cultural experience | ||||
DT-2 | Service Purchased | No change | ST-1 | Trip replay | |||
DT-3 | Travel agency usage preference | No change | Expectations Fulfilled | ||||
DT-4 | Quality of service | No change | ST-3 | Assertiveness of choice | |||
DT-5 | OPTUR | No change | ST-5 | Recommendation | |||
ST-9 | Differentiation of experience | ||||||
Touristic Promotion | Means of Information | Add | ST-8 | Interest | |||
PT-7 | Competition promotions | Unification | S-24 | Interaction with tourists | |||
PT-9 | Loyalty | ||||||
PT-12 | Promotional events | Touristic Management | GT-2 | Visiting Times | No change | ||
Discounts | Add | ||||||
More services | Add | Tourist Profile | PF-1 | Visitor | No change | ||
PT-6 | Recommendation | No change | PF-2 | Age | No change | ||
Religion | Add |
Services Touristic | S-1 | Lodging | One question | PF-3 | Gender | No change | |
---|---|---|---|---|---|---|---|
S-4 | Duration of stay | No change | PF-4 | Entry | No change | ||
S-5 | Establishment used | Complements alternatives | PF-5 | Civil status | No change | ||
Kindness and respect | Add | PF-6 | Level studies | No change | |||
S-12 | Guide service | No change | PF-7 | Occupation | No change | ||
S-3 | Cleaning | Modification | PF-8 | Attitude | No change | ||
S-7 | Indigenous food | Unification | PF-10 | Experience | Unification | ||
S-13 | Professionalism of the guide | PF-9 | Taste for traveling | ||||
S-16 | Transport | PF-11 | Travel | No change | |||
S-18 | Parking lot | PF-13 | Personal interest | No change | |||
S-19 | Infrastructure | PF-14 | Personality | No change | |||
S-20 | Transportation facilities | PF-15 | Socioeconomic level | No change | |||
S-21 | Conservation of attractions | PF-17 | Frequency of travel | No change | |||
S-25 | Garbage collection | PF-12 | Reasons | No change | |||
S-27 | Hospitality | PF-19 | Benefits | No change | |||
S-14 | Assisted events | Complements alternatives | PF-20 | Influencer | No change | ||
S-15-17 | Conveyance | Complements alternatives |
Note: The Code is described: coding of dimension questions. Item: study variable of each dimension. Observations: changes made to the item. Own elaboration.
Phase 4 | |||||||
---|---|---|---|---|---|---|---|
Dimension | Code | Item | Observations | Dimension | Code | Item | Observations |
Touristic Product | Destination | Touristic Price | Expenditure estimation | Add | |||
Destination knowledge | PR-3 | Perception of Price | Drafting | ||||
GT-2 | Visiting Time | PR-5 | Accommodation Price | Unification Price Food/Drink | |||
PF-11 | Travel | PR-6 | PR-6 | ||||
PF-12 | Reasons | Price Fun | |||||
With whom do you travel | |||||||
PF-17 | Frequency of travel | Touristic distribution | PT-3 | Accessibility | Unification | ||
PF-14 | Personality | PT-2 | Information | ||||
P-8 | Activities | Availability of services/places | |||||
P-1 | Variety | Unification | S-15-17 | Conveyance | |||
P-5 | Image | DT-1 | Marketing Tools | Drafting | |||
Accessibility | DT-2 | Service Purchased |
Weather | |||||||
---|---|---|---|---|---|---|---|
Security | Touristic Promotion | Means of Information | |||||
S-27 | Hospitality | T-3 | Type of Tourism | ||||
S-7 | Gastronomy | ||||||
Service | Services Touristic | ST-6 | Positive tourist experience | Unification | |||
Promotion | ST-3 | Right choice | |||||
Price | Expectations Fulfilled | ||||||
Contact with nature | ST-1 | Trip replay | |||||
S-1 | Lodging | ST-5 | Recommendation | ||||
S-4 | Duration of stay | ST-4 | Degree of satisfaction | Drafting | |||
S-5 | Establishment used | ||||||
S-3 | Cleaning establishment | Unification | Tourist Profile | PF-1 | Visitor | ||
Good staff service | PF-2 | Age | |||||
S-18 | Parking lot | PF-3 | Gender | ||||
S-19 | Suitable facilities | Religion | |||||
PF-15 | Socioeconomic level | ||||||
PF-4 | Entry | ||||||
PF-5 | Civil status | ||||||
PF-6 | Level studies | ||||||
PF-7 | Occupation |
Note: The Code is described: coding of dimension questions. Item: study variable of each dimension. Observations: changes made to the item. Own elaboration.
as: meta-analysis, interviews with judges, experts, population and theoretical evidence. On the other hand, the second phase of the validity was developed with the determination of the internal validity of the instrument, the construct validity was established through the variance or discriminant capacity and the Pearson correlation with a coefficient of 0.784 [
Reliability was focused on defining the reliability of the results reflected in the Cronbach Alpha which reached 0.71 and the reliability of the instrument was found to be acceptable. With the external validity the stability, concordance, criterion and performance of the instrument were evaluated. Stability was determined through the Pearson R coefficient, reaching a result of 1,000; the yield through the Diagnosis Curve or COR Curve reached a result of 0.635 determining the cut of the optimum point to measure sensitivity and specificity of the instrument.
The analysis of results was done using the Least Squares technique in the Smart Plus 3.0 program [
The analysis of the Average Extracted Variance (AVE) allowed to determine the convergent validity of the proposed model and confirmed the discriminant validity, where each dimension differs from the other. The coefficient of determination (R2) and the Path (β) coefficient allowed to evaluate the structural validity of the proposed model and an intense positive relation was obtained between the independent variables (product, price, distribution, promotion, services and tourist profile) and the dependent variable (tourist satisfaction).
The predictive relevance (Q2) of the proposed model was based on the Blindfolding technique in Smart Plus 3.0, which allowed us to affirm the hypotheses based on the relationship between the developed dimensions and tourist satisfaction; and as a complement the Bootstrapping technique determined the load of each of the indicators (items) of the sample, this allowed to elaborate the practical model, discarding the age due to its small sample load.
The analysis of the results under the Partial Least Squares (PLS) proposal was performed through the Smart PLS program [
Dimension | Variable | Reliability | |
---|---|---|---|
Touristic Distribution | D3 | Ease of finding places | 0.759 |
D1 | Availability of information | ||
D2 | Availability of services and places | ||
D6 | Transportation used | ||
D4 | Marketing Tools | ||
D5 | Services acquired in marketing tools | ||
Tourist Profile | PE1 | Visitor | 0.691 |
PE2 | Age | ||
PE3 | Gender | ||
PE4 | Religion | ||
PE5 | Socioeconomic level | ||
PE6 | Monthly income | ||
PE7 | Civil status | ||
PE8 | Level of studies | ||
PE9 | Occupation | ||
Touristic Price | PR1 | Estimated expenditure | 0.732 |
PR2 | Perception of price | ||
PR3 | Price of food and drinks | ||
PR4 | Activities | ||
PR5 | Accommodation Price | ||
Touristic Product | P9 | Destination | 0.565 |
P6 | Prior knowledge | ||
P27 | Times of visit | ||
P3 | Aspects for planning | ||
P19 | The reason of the visit | ||
P8 | With whom do you travel | ||
P12 | Frequency of travel | ||
P20 | Personality | ||
P2 | Activities performed | ||
P26 | Variety | ||
P15 | Image | ||
P1 | Accessibility | ||
P5 | Weather | ||
P22 | Security | ||
P14 | Hospitality | ||
P13 | Gastronomy |
P23 | Service | ||
---|---|---|---|
P21 | Promotions | ||
P16 | Importance of price | ||
P7 | Contact with the nature | ||
P25 | Type of accommodation | ||
P11 | Length of stay | ||
P24 | Type of establishment | ||
P18 | Cleanliness of the establishment | ||
P4 | Good staff service | ||
P10 | Parking Availability | ||
P17 | Suitable facilities | ||
Touristic Promotion | PT1 | How did you find out about destiny? | 0.673 |
PT2 | Type of tourism | ||
Services Touristic | S3 | Positive tourist experience | 0.923 |
S1 | Right choice | ||
S2 | Expectations Fulfilled | ||
S5 | Trip replay | ||
S4 | Recommendation | ||
Tourist Satisfaction | ST1 | Degree of Satisfaction | 1.000 |
Note: Reliability of the entire original survey by dimensions. Adapted from “Smart Plus 3.0” by C Ringle, S. Wende, & J. Becker, 2015.
Dimension | Variable | Reliability |
---|---|---|
Touristic Distribution | Ease of finding places Availability of information Availability of services and places | 0.882 |
Tourist Profile | Age Monthly income Occupation | 0.786 |
Touristic Price | Price of food and drinks Activities | 0.899 |
Touristic Product | Cleanliness of the establishment Good staff service Parking Availability Suitable facilities | 0.897 |
Touristic Promotion | Type of tourism | 1.000 |
Services Touristic | Positive tourist experience Right choice Expectations Fulfilled Trip replay Recommendation | 0.926 |
Note: Own elaboration based on surveys.
Item | Touristic Distribution | Tourist Profile | Touristic Price | Touristic Product | Touristic Promotion | Tourist Satisfaction | Services Touristic |
---|---|---|---|---|---|---|---|
Easy to find places | 0.860 | −0.056 | 0.195 | 0.325 | 0.092 | 0.104 | 0.204 |
Availability of services and places | 0.889 | −0.122 | 0.217 | 0.357 | 0.025 | 0.027 | 0.170 |
Availability of information | 0.824 | −0.096 | 0.111 | 0.299 | −0.026 | 0.057 | 0.144 |
Age | −0.097 | 0.618 | −0.057 | −0.047 | 0.008 | −0.003 | −0.046 |
Monthly income | −0.065 | 0.833 | −0.223 | −0.153 | 0.050 | 0.169 | −0.069 |
Occupation | −0.102 | 0.775 | −0.212 | −0.083 | 0.003 | 0.135 | 0.012 |
Price of food/drinks | 0.285 | −0.238 | 0.925 | 0.334 | 0.171 | −0.209 | 0.215 |
Fun price | 0.065 | −0.220 | 0.876 | 0.073 | 0.264 | −0.284 | 0.209 |
Availability parking lot | 0.341 | −0.024 | 0.127 | 0.792 | 0.053 | 0.087 | 0.240 |
Good service | 0.312 | −0.179 | 0.233 | 0.879 | 0.020 | 0.063 | 0.266 |
Suitable installations | 0.364 | −0.114 | 0.210 | 0.853 | 0.082 | 0.050 | 0.249 |
Cleaning establishment | 0.265 | −0.161 | 0.240 | 0.827 | 0.029 | 0.046 | 0.260 |
Promote tourism | 0.040 | 0.033 | 0.235 | 0.055 | 1.000 | −0.047 | 0.154 |
Degree of satisfaction | 0.073 | 0.173 | −0.268 | 0.073 | −0.047 | 1.000 | 0.099 |
Right choice | 0.201 | −0.062 | 0.192 | 0.291 | 0.032 | 0.079 | 0.834 |
Expectations fulfilled | 0.070 | 0.006 | 0.163 | 0.155 | 0.134 | 0.068 | 0.813 |
Experience positive tourism | 0.207 | −0.034 | 0.257 | 0.230 | 0.199 | 0.062 | 0.825 |
Recommendation | 0.205 | −0.054 | 0.209 | 0.337 | 0.137 | 0.125 | 0.869 |
Repeat trip | 0.116 | −0.014 | 0.132 | 0.202 | 0.142 | 0.067 | 0.858 |
Note: Own elaboration based on surveys.
distribution, promotion, services and tourist profile on tourist satisfaction, correlations greater than 0.707 are shown in each construct of the dimensions, except for the age with a correlation of 0.618. The individual reliability of each indicator is checked, however, it is observed that the items with higher contribution are “food and beverage price” with 0.925 to the tourist price dimension; “type of tourism to promote” with 1000 in the dimension of tourism promotion.
The analysis of calculated values for the composite reliability of the constructs part of the model and determine the influence of the product, price, distribution, promotion, services and the tourist profile in tourist satisfaction (column one of
Variable | Composite Reliability |
---|---|
Touristic product | 0.904 |
Touristic Price | 0.896 |
Touristic Distribution | 0.893 |
Touristic Promotion | 1.000 |
Services Touristic | 0.923 |
Tourist Profile | 0.789 |
Note: Own elaboration based on surveys.
Dimensión | Alfa de Cron Bach |
---|---|
Touristic Distribution | 0.834 |
Tourist Profile | 0.652 |
Touristic Price | 0.800 |
Touristic Product | 0.862 |
Touristic Promotion | 1.000 |
Services Touristic | 0.918 |
Note: Own elaboration based on surveys.
Variable | Varianza promedio extraída (AVE) |
---|---|
Touristic Product | 0.703 |
Touristic Price | 0.811 |
Touristic Distribution | 0.736 |
Touristic Promotion | 0.551 |
Services Touristic | 0.706 |
Tourist Profile | 0.559 |
Note: Own elaboration based on surveys.
product construct was calculated by indicators such as good staff service, availability of parking, adequate facilities and cleanliness of establishments; the 0.811 of the variance of the tourist price was calculated according to the price of food and drinks, and price of diversion; the 0.736 of the variance of the tourist distribution was obtained from variables like the availability of information, availability of services places and facility to find places; the 0.551 variance of the promotion was calculated from variables, type of tourism to promote and how he learned of the destination; the 0.706 of the variance of tourist services was calculated from indicators such as expectations fulfilled, successful choice, positive tourism experience, repetition of the trip and recommendation; the 0.559 of the variance was reached from the age, monthly income and occupation of the tourist.
Variable | AVE | Touristic Distribution | Tourist Profile | Touristic Price | Touristic Product | Touristic Promotion | Tourist Satisfaction | Services Touristic |
---|---|---|---|---|---|---|---|---|
Touristic Distribution | 0.736 | 0.858 | ||||||
Tourist Profile | 0.559 | 0.106 | 0.747 | |||||
Touristic Price | 0.811 | 0.208 | 0.255 | 0.901 | ||||
Touristic Product | 0.703 | 0.383 | 0.144 | 0.242 | 0.839 | |||
Touristic Promotion | 0.551 | 0.019 | 0.031 | 0.244 | 0.064 | 0.758 | ||
Tourist Satisfaction | 1.000 | 0.073 | 0.173 | 0.268 | 0.073 | 0.047 | 1.000 | |
Services Touristic | 0.706 | 0.203 | 0.043 | 0.235 | 0.303 | 0.154 | 0.099 | 0.840 |
Note: Own elaboration based on surveys.
Variable | R cuadrado | R cuadrado ajustada |
---|---|---|
Touristic Distribution | 0.141 | 0.140 |
Tourist Profile | 0.177 | 0.171 |
Touristic Price | 0.122 | 0.117 |
Touristic Product | 0.220 | 0.213 |
Touristic Promotion | 0.124 | 0.121 |
Services Touristic | 0.130 | 0.121 |
Note: Own elaboration based on surveys.
In the analysis of the path (β) values of the model, it can be seen in
The coefficient of determination (R2) of the dependent variables found in the second column exceeds 0.10 For [
Variable | Touristic Distribution | Tourist Profile | Touristic Price | Touristic Product | Touristic Promotion | Services Touristic |
---|---|---|---|---|---|---|
Tourist Satisfaction | 0.203 | 0.440 | 0.537 | 0.548 | 0.161 | 0.306 |
Note: Own elaboration based on surveys.
Dimension | Cronbach alpha | R2 | Average variance extracted (AVE) | Path coefficients (β) | Q² (=1-SSE/SSO) |
---|---|---|---|---|---|
Touristic Distribution | 0.834 | 0.141 | 0.736 | 0.203 | 0.021 |
Tourist Profile | 0.652 | 0.177 | 0.559 | 0.440 | 0.028 |
Touristic Price | 0.800 | 0.122 | 0.811 | 0.537 | 0.093 |
Touristic Product | 0.862 | 0.220 | 0.703 | 0.548 | 0.116 |
Touristic Promotion | 1.000 | 0.124 | 0.551 | 0.161 | 0.022 |
Services Touristic | 0.918 | 0.130 | 0.706 | 0.306 | 0.098 |
Tourist Satisfaction | 1.000 |
Note: R2 = Correlation coefficient, Q2 = Predictive relevance. Own elaboration based on surveys.
than 0.50 so that it can be guaranteed that more than 50% of the variance of the construct is due to the indicators and not to the error.
Within the coefficient Path (β) (fifth column) is reflected values higher than 0.20, except for 0,161 that complies with the parameter [
Finally, we have evaluated the predictive relevance of the construct through Blindfolding in Smart Plus 3.0, and we obtain that Q2 is greater than zero, thus reflecting the predictive validity of the model developed [
Item?Constructo | Loads Original sample (O) | Sample Mean (M) | Standard deviation | T | P |
---|---|---|---|---|---|
Hypothesis 1 | |||||
Good staff service <- touristic product | 0.811 | 0.81 | 0.037 | 21.863 | 0 |
Suitable facilities <- touristic product | 0.825 | 0.823 | 0.053 | 15.55 | 0 |
Cleaning of premises <- touristic product | 0.738 | 0.74 | 0.051 | 14.51 | 0 |
Parking available <- touristic product | 0.735 | 0.726 | 0.058 | 12.625 | 0 |
Hypothesis 2 | |||||
Fun price <- touristic Price | 0.703 | 0.707 | 0.042 | 16.821 | 0 |
Price of food and drinks <- touristic price | 0.89 | 0.888 | 0.041 | 21.832 | 0 |
Hypothesis 3 | |||||
Easy to find places <- touristic distribution | 0.818 | 0.813 | 0.059 | 13.778 | 0 |
Availability of services and places <- touristic distribution | 0.851 | 0.853 | 0.048 | 17.65 | 0 |
Availability of information <- touristic distribution | 0.66 | 0.658 | 0.071 | 9.261 | 0 |
Hypothesis 4 | |||||
Tourism to promote <- touristic promotion | 1 | 1 | 0 | ||
Hypothesis 5 | |||||
Age <- profile of the tourist | 0.172 | 0.195 | 0.115 | 1.494 | 0.136 |
Monthly income <- profile of the tourist | 0.750 | 0.728 | 0.09 | 8.377 | 0 |
Occupation <- profile of the tourist | 0.624 | 0.618 | 0.088 | 7.117 | 0 |
Hypothesis 6 | |||||
Successful choice <- touristic services | 0.812 | 0.804 | 0.065 | 12.41 | 0 |
Expectations fulfilled <- touristic services | 0.543 | 0.553 | 0.075 | 7.226 | 0 |
Positive tourism experience <- touristic services | 0.901 | 0.897 | 0.068 | 13.338 | 0 |
Recommendation <- touristic services | 0.98 | 0.967 | 0.054 | 18.134 | 0 |
Repetition of the journey <- touristic services | 0.621 | 0.625 | 0.065 | 9.622 | 0 |
Note: T = Student T; P = Estimation error level. Own elaboration based on surveys.
The Path coefficient of the independent variables that was evaluated in the product, price, distribution; promotion; tourist profile and services (fifth column,
The tourism market and satisfaction validated through the least squares technique is presented in
The origin of the visits of a destination is oriented to national and foreign tourists [
for accommodation are hotels making use of restaurants and cafes for the consumption of food and beverages [
The variables that evaluate the influence of the touristic product on tourist satisfaction [
The touristic price is identified as a main factor that influences the decision to purchase a service [
In the touristic distribution [
The visiting season of domestic and foreign tourists should be aligned with the characteristics of the offer according to the identified tourism segments [
The variables of influence of touristic services on tourist satisfaction [
The main characteristics identified in the profile of the tourist [
The findings related to the limitations of the study were that no theoretical evidence or previous studies were found in Zone Three of Ecuador that includes the provinces of Chimborazo, Cotopaxi, Pastaza, and Tungurahua. This did not allow to assure a study population with certain essential characteristics in the international tourists, a situation that complicates for the application of a probabilistic technique with known sample frame. In addition, the eligibility, exclusion, and constraints at the time of choosing the units of analysis resulted in a cross-sectional design, with a single measurement of the object of study. Another limitation was the context and the locations in which the data were collected, since there was no prior agreement or payment to the participants who completed the surveys because of the limited research budget.
As future lines of research to fill the gaps of this study can be derived the image of the tourist destination from the point of view of foreign and national tourist. In addition, it is fundamental to study the personal motivations that encourage tourists to visit the destination to value the image according to their perception. Finally, trigger in tourist cluster defining routes and connections considering the tastes and preferences according to the types of tourism.
Castro, J.C., Quisimalin, M., de Pablos, C., Gancino, V. and Jerez, J. (2017) Tourism Marketing: Measuring Tourist Satisfaction. Journal of Service Science and Management, 10, 280-308. https://doi.org/10.4236/jssm.2017.103023