MEASURING TOURISM EXPERIENCE: PERSPECTIVES OF DIFFERENT TOURISTS SEGMENTS
Suzana Marković - University of Rijeka, Faculty of Tourism and Hospitality Management, Primorska 46, 51410 Opatija, Croatia
Sanja Raspor Janković - Polytechnic of Rijeka, Trpimirova 2/V, 51000 Rijeka, Croatia
Irena Šker - University of Rijeka, Faculty of Tourism and Hospitality Management Opatija, Primorska 42, P.O. Box 97, 51410
Opatija, Croatia
DOI: https://doi.org/10.31410/Balkans.JETSS.2021.4.2.122-131
Suzana Marković - University of Rijeka, Faculty of Tourism and Hospitality Management, Primorska 46, 51410 Opatija, Croatia
Sanja Raspor Janković - Polytechnic of Rijeka, Trpimirova 2/V, 51000 Rijeka, Croatia
Irena Šker - University of Rijeka, Faculty of Tourism and Hospitality Management Opatija, Primorska 42, P.O. Box 97, 51410
Opatija, Croatia
DOI: https://doi.org/10.31410/Balkans.JETSS.2021.4.2.122-131
Balkans Journal of Emerging Trends in Social Sciences, (2021) , Vol 4, No 2
ISSN: 2620-164X |
|
Abstract: The present study explores tourism experience construct and its outcomes at a local heritage site in Croatia. It aims to investigate potential differences in heritage tourism experience in regard to visitors’ nationality and frequency of visiting the site. The tourism experience construct was measured with five dimensions (senses, on-site engagement, staff, learning, emotions), while three constructs were deemed as tourism experience outcomes (satisfaction, behavioral intentions, and memory). A sample of 165 respondents was collected from heritage site visitors. Descriptive statistics and t-test were performed to analyze data and to address the research questions. The results revealed that domestic visitors and the repeated ones reported significantly more positive heritage site experience, and expressed significantly higher levels of experience outcomes than foreign and first-time visitors.
Keywords: Tourism experience dimensions, Tourism experience outcomes, Measurement, Heritage site, Visitors’ nationality and the number of visits.
JEL Classification L83
Keywords: Tourism experience dimensions, Tourism experience outcomes, Measurement, Heritage site, Visitors’ nationality and the number of visits.
JEL Classification L83
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attractions: what leads to loyalty? Tourism Recreation Research. https://doi.org/10.1080/02
508281.2020.1736251
Ung, A., & Vong, T. N. (2010). Tourist experience of heritage tourism in Macau SAR, China.
Journal of Heritage Tourism, 5(2), 157 – 168. http://dx.doi.org/10.1080/17438731003668502
Zeithamal, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service
quality. The Journal of Marketing, 60(2), 31 – 46. https://doi.org/10.2307/1251929
REFERENCES
Agapito, D., Mendes, J., & Valle, P. (2013). Exploring the conceptualization of sensory dimension
of tourist experiences. Journal of Destination Marketing & Management 2, 62 –73. http://
dx.doi.org/10.1016/j.jdmm.2013.03.001
Ali, F., Hussain, K., Ragavan, N. A. (2014). Memorable customer experience: examining the effects
of customers experience on memories and loyalty in Malaysian resort hotels. Procedia
- Social and Behavioral Sciences, 144, 273 – 279.
Anil, N. (2012). Festival visitors’ satisfaction and loyalty: An example of small, local, and municipality
organized festival. Tourism, 60(3), 255 – 271.
Chandralal, L., & Valenzuela, F. (2015). Memorable Tourism Experiences: Scale Development.
Contemporary Management Research, 11(3), 291 – 310. https://doi.org/10.7903/cmr.13822
Chen, H., & Rahman, I. (2018). Cultural tourism: An analysis of engagement, cultural contact,
memorable tourism experience and destination loyalty. Tourism Management Perspectives,
26, 153–163.
Chua, B. L., Kim, H. C., Lee, S., & Han, H. (2019). The role of brand personality, self-congruity,
and sensory experience in elucidating sky lounge users’ behavior. Journal of Travel &
Tourism Marketing, 36(1), 29 -42. https://doi.org/10.1080/10548408.2018.1488650
Dagger, T., Sweeney, J., & Johnson, L. (2007). A hierarchical model of health service quality:
scale development and investigation of an integrated model. Journal of Service Research
10(2), 123 – 142. https://doi.org/10.1177/1094670507309594
Godovykh, M., & Tasci A. D. A. (2020). Customer experience in tourism: A review of definitions,
components, and measurements. Tourism Management Perspectives, 35. https://doi.
org/10.1016/j.tmp.2020.100694
Joyner, L., Kline, C., Oliver, J., & Kariko, D. (2018). Exploring emotional response to images used
in agritourism destination marketing. Journal of Destination Marketing & Management, 9,
44–55. https://doi.org/10.1016/j.jdmm.2017.10.004
Kempiak, J., Hollywood, L., Bolan, P., & McMahon-Beattie, U. (2017). The heritage tourist: an
understanding of the visitor experience at heritage attractions. International Journal of
Heritage Studies, 23(4), 375-392. http://dx.doi.org/10.1080/13527258.2016.1277776
Kim, D., & Perdue, R. (2013). The Effect of Cognitive, Affective, and Sensory Attributes on
Hotel Choice. International Journal of Hospitality Management, 35, 246 - 257. https://doi.
org/10.1016/j.ijhm.2013.05.012
Marković, S., Dorčić, J., & Krnetić, M. (2015). Visitor satisfaction and loyalty measurement of
a local food festival: Application of FESTPERF scale. International Scientific Conference
Tourism in Southern and Eastern Europe ToSEE, 3, 183 – 196.
McKercher, B., Shoval, N., Ng, E., & Birenboim, A. (2011). First and Repeat Visitor Behaviour:
GPS Tracking and GIS Analysis in Hong Kong. Tourism Geographies, 1-15. http://dx.doi.or
g/10.1080/14616688.2011.598542
Oh, H., Fiore, A. M., & Jeoung, M. (2007). Measuring Experience Economy Concepts: Tourism
Applications. Journal of Travel Research, 46(November), 119-132. http://dx.doi.
org/10.1177/0047287507304039
Packer, J., & Ballantyne, R. (2016). Conceptualizing the visitor experience: A review of literature
and development of a multifaceted model. Visitor Studies, 19(2), 128–143.
Pine, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard Business Review,
(July–August), 97–105.
Prayag, G., & Ryan, C. (2011). The relationship between the ‘push’ and ‘pull’ factors of a tourist
destination: the role of nationality – an analytical qualitative research approach. Current
Issues in Tourism, 14(2), 121-143. http://dx.doi.org/10.1080/13683501003623802
Sayan, S., & Karagüzel, O. (2010). Problems of Outdoor Recreation: The Effect of Visitors’ Demographics
on the Perceptions of Termessos National Park, Turkey. Environmental Management,
45, 1257–1270. http://dx.doi.org/10.1007/s00267-010-9500-8
Schmitt, B. (1999). Experiential marketing. Journal of Marketing Management, 15(1–3), 53–67.
https://doi.org/10.1362/026725799784870496
Seyfi, S., Hall, C. M., & Rasoolimanesh, S. M. (2019). Exploring memorable cultural tourism
experiences. Journal of Heritage Tourism. https://doi.org/10.1080/1743873X.2019.1639717
Schmitt, B. (1999). Experiential marketing. Journal of Marketing Management, 15(1–3), 53–67.
https://doi.org/10.1362/026725799784870496
Suhartanto, D., Dean, D., Chen, B. T., & Kusdibyo, L. (2020). Tourist experience with agritourism
attractions: what leads to loyalty? Tourism Recreation Research. https://doi.org/10.1080/02
508281.2020.1736251
Ung, A., & Vong, T. N. (2010). Tourist experience of heritage tourism in Macau SAR, China.
Journal of Heritage Tourism, 5(2), 157 – 168. http://dx.doi.org/10.1080/17438731003668502
Zeithamal, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service
quality. The Journal of Marketing, 60(2), 31 – 46. https://doi.org/10.2307/1251929
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