Tour Operators' Service Quality and Efficacy of Satisfaction Measurement

Abstract

The purpose of this research is to assess the service quality determinants of tour operators and examine the efficacy of these evaluations on overall trip satisfaction when customer mood is introduced as a moderating variable. The overall hypothesis of the article is that tourists' assessments of services and satisfaction may not be free of bias, but may depend on emotional states (such as mood) during the evaluation stage. The study used a sample of german tourists who traveled to the Mediterranean region of Turkey. The findings of the study lend support to previous literature that suggests tourists' moods influence overall trip satisfaction. Specifically, mood had significant interaction effects with intangible components of tour operations, such as staff and tour guides' services, as well as attitudes of locals, in predicting the overall trip satisfaction ratings. Theoretical and practical implications are discussed within the general framework of consumer behavior, and research ideas are provided to help guide further research in the area.