Abstract:
Customer satisfaction is an important concept in tourism marketing and it
helps to create, to develop, and to maintain a favorable publicity and
goodwill of a tourist destination. Satisfaction is a measure of how products
and services supplied by a country/destination meet or surpass the customer
expectation. Further, customer satisfaction is considered as a main and
important performance indicator of business operations. The main objective
of this paper is to identify the tourists’ satisfaction and its effect on their
post-purchasing behaviors. The study adopts questionnaire survey by
personal interviews with 204 tourists through convenience sampling.
Principal component analysis is used for data reduction. Correlation analysis
and multiple regression analysis are employed to find the association
between dependent and independent variable(s), while ANOVA was used to
obtain the research findings. The result of the proposed model confirms that
there is a positive correlation and linear relationship between the dependent
(behavioral intention of the tourists) and independent variables (factors
affecting for tourists satisfaction). The multiple regression analysis results
show that the model exists and is named as DESSAT (Destination
Satisfaction). The study concluded that the tourists who visited Sri Lanka
are satisfied about the observed destination related factors. Further, the
tourists are willing to behave positively, i.e. revisit the destination and
spread the positive word of mouth publicity. However, the tourists are
dissatisfied with several destination related factors of Sri Lanka and
recommendations are provided to overcome them.
