Mature Motorcoach Travelers' Satisfaction: A Preliminary Step toward Measurement Development

Abstract

A measurement with 55 tour provider and tour package attributes designed to assess mature travelers' motorcoach tour satisfaction was tested. Data were collected from 817 travelers aged 55 and older. A six-dimension solution consisted of 20 items were derived from the exploratory factor analysis using data from 408 randomly selected respondents. The structure equation modeling, using the other 409 cases, confirmed the six dimensions— goodness-of-fit indices concluded that the data fit the proposed model. The convergent validity of the measurement was also established by examining individual parameters from the measurement and structural equation models. Three of the six latent variables (i.e., flexible schedule, tour guide, and price and value) were found to have significant effect on travelers' overall satisfaction. Although results indicating the measurement as satisfactory, suggestions for instrument revision are provided to enhance its reliability and increase the total variability explained in future studies. Practical implications for tour operators are also provided.