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A visitors' evaluation index for a visit to an archaeological site

Author

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  • Martín-Ruiz, David
  • Castellanos-Verdugo, Mario
  • Oviedo-García, Ma de los Ángeles

Abstract

This study aims to propose and validate a visitors’ evaluation index (VEI) that captures service evaluation in the context of a visit to an archaeological site. Drawing on the literature on the concepts of ‘service quality’, ‘service experience’, ‘service convenience’, and ‘visitor's satisfaction’, the study develops a measurement index that includes the specific components of service evaluation associated with a visit to an archaeological complex. To validate the proposed VEI, the paper describes an empirical study of 1021 visitors to the Roman archaeological site of Italica, located in Santiponce (Spain). Following structural equation modelling (SEM), the results validate the proposed structure of four theoretical components in the VEI: (i) ‘service experience’; (ii) ‘service quality’; (iii) ‘access sacrifices’; and (iv) ‘effort sacrifices’. Of these, ‘service experience’ is found to be the major contributor to the robust VEI proposed and validated in the study.

Suggested Citation

  • Martín-Ruiz, David & Castellanos-Verdugo, Mario & Oviedo-García, Ma de los Ángeles, 2010. "A visitors' evaluation index for a visit to an archaeological site," Tourism Management, Elsevier, vol. 31(5), pages 590-596.
    • Handle: RePEc:eee:touman:v:31:y:2010:i:5:p:590-596
    DOI: 10.1016/j.tourman.2009.06.010
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    References listed on IDEAS

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    4. Kwaku Appiah-Adu & ALAN FYALL & SATYENDRA SINGH, 2000. "Marketing Culture and Customer Retention in the Tourism Industry," The Service Industries Journal, Taylor & Francis Journals, vol. 20(2), pages 95-113, April.
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    Cited by:

    1. Forgas-Coll, Santiago & Palau-Saumell, Ramon & Sánchez-García, Javier & Callarisa-Fiol, Luís J., 2012. "Urban destination loyalty drivers and cross-national moderator effects: The case of Barcelona," Tourism Management, Elsevier, vol. 33(6), pages 1309-1320.
    2. Leask, Anna, 2016. "Visitor attraction management: A critical review of research 2009–2014," Tourism Management, Elsevier, vol. 57(C), pages 334-361.
    3. Giacomo Del Chiappa & Giuseppe Melis & Marcello Atzeni, 2014. "Le emozioni come variabile di segmentazione e fattore di moderazione della soddisfazione in ambito museale," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2014(4), pages 19-38.
    4. Calver, Stephen J. & Page, Stephen J., 2013. "Enlightened hedonism: Exploring the relationship of service value, visitor knowledge and interest, to visitor enjoyment at heritage attractions," Tourism Management, Elsevier, vol. 39(C), pages 23-36.

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