Customization Bridges the Gap Between Tourist Knowledge and Satisfaction

Abstract

Tourism is one of the major service industries today, one that faces increasing consumer demand for customized products and services, of which FIT is a commercially important representative. Tourists desire overseas tourism products that they can design or arrange themselves instead of purchasing existing package tours. The literature pays scant attention to the relationships among tourist knowledge, customization, and satisfaction from the consumer perspective. This study shows that tourist knowledge positively influences customization and customization affects satisfaction. This result also appears that customization presents a mediating effect. Finally, comprehensive management implications for tourism managers are discussed.