Prioritization of the Destination Attributes

Abstract

This chapter aims to identify the destination attributes and compare them based on two assumptions that form either a symmetric or an asymmetric relationship between destination attribute performance and tourist satisfaction. For this purpose, data were collected from tourists coming to Fethiye, Turkey. Multivariate regression analysis was performed on the obtained data based on the linear assumption first. The results revealed that the attitudes of staff and the attitudes of the shopkeepers are the main determinants of tourist satisfaction. Then, penalty-reward-contrast analysis was performed based on the nonlinear assumption. According to analysis results, attitudes of the staff are performance factors; and travel agency services, attitudes of the shopkeepers, security/safety, and beach/sea are classified as excitement factors. The elements that take part in the excitement factor are the attributes that contribute to satisfaction the most.