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The influence of competition on visitor satisfaction and loyalty

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  • Taplin, Ross H.

Abstract

Using visitor survey results from a metropolitan zoo, this paper shows how measuring satisfaction and loyalty relative to competitors results in different and more easily interpretable measures to those currently considered in the literature. These new measures possess distributions with reduced skewness and increased variability, reducing a problem that has plagued visitor studies. Furthermore, loyalty can be predicted more successfully by attribute performance when both are measured relative to competitors, providing stronger convergent validity for loyalty when this is measured relative to competitors explicitly. Benchmarking satisfaction and loyalty to competitors provides improved tools for management and new avenues for tourism and consumer research.

Suggested Citation

  • Taplin, Ross H., 2013. "The influence of competition on visitor satisfaction and loyalty," Tourism Management, Elsevier, vol. 36(C), pages 238-246.
    • Handle: RePEc:eee:touman:v:36:y:2013:i:c:p:238-246
    DOI: 10.1016/j.tourman.2012.12.012
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    References listed on IDEAS

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    1. Žabkar, Vesna & Brenčič, Maja Makovec & Dmitrović, Tanja, 2010. "Modelling perceived quality, visitor satisfaction and behavioural intentions at the destination level," Tourism Management, Elsevier, vol. 31(4), pages 537-546.
    2. Leask, Anna, 2010. "Progress in visitor attraction research: Towards more effective management," Tourism Management, Elsevier, vol. 31(2), pages 155-166.
    3. Taplin, Ross H., 2012. "The value of self-stated attribute importance to overall satisfaction," Tourism Management, Elsevier, vol. 33(2), pages 295-304.
    4. Brady, Michael K. & Cronin, J. Jr. & Brand, Richard R., 2002. "Performance-only measurement of service quality: a replication and extension," Journal of Business Research, Elsevier, vol. 55(1), pages 17-31, January.
    5. Taplin, Ross H., 2012. "Competitive importance-performance analysis of an Australian wildlife park," Tourism Management, Elsevier, vol. 33(1), pages 29-37.
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    Cited by:

    1. Liyun Zeng & Rita Yi Man Li & Xuankai Huang, 2021. "Sustainable Mountain-Based Health and Wellness Tourist Destinations: The Interrelationships between Tourists’ Satisfaction, Behavioral Intentions, and Competitiveness," Sustainability, MDPI, vol. 13(23), pages 1-20, December.
    2. Guizzardi, Andrea & Stacchini, Annalisa, 2017. "Destinations strategic groups via Multivariate Competition-based IPA," Tourism Management, Elsevier, vol. 58(C), pages 40-50.
    3. Rodger, Kate & Taplin, Ross H. & Moore, Susan A., 2015. "Using a randomised experiment to test the causal effect of service quality on visitor satisfaction and loyalty in a remote national park," Tourism Management, Elsevier, vol. 50(C), pages 172-183.
    4. Leask, Anna, 2016. "Visitor attraction management: A critical review of research 2009–2014," Tourism Management, Elsevier, vol. 57(C), pages 334-361.
    5. María Dolores Benítez-Márquez & Guillermo Bermúdez-González & Eva María Sánchez-Teba & Elena Cruz-Ruiz, 2021. "Exploring the Antecedents of Cruisers’ Destination Loyalty: Cognitive Destination Image and Cruisers’ Satisfaction," Mathematics, MDPI, vol. 9(11), pages 1-24, May.
    6. Jasanta Peranginangin, 2019. "Antecedents of revisited intention : Evidence from Indonesia zoo tourism," Contaduría y Administración, Accounting and Management, vol. 64(1), pages 39-40, Enero-Mar.

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