Antecedents of consumer satisfaction and dis-satisfaction (CS/D) on long-haul inclusive tours - a reality check on theoretical considerations

The performance of a company may be legitimately measured by the consumer v oice. Satisfaction is one measure of that voice. This paper reviews the the oretical antecedents of satisfaction derived from research into consumer be haviour and then checks the theory against the reality of a business situat ion from the tourist industry - a long-haul inclusive tour to South East As ia from Britain. The main research method - participant observation - place s a strong emphasis on the measurement of tourist satisfaction in situ. How ever, this is balanced by post-tour tourist interviews with tour participan ts and a general set of pre-tour interviews on tourist satisfaction with ma nagement and directors across a spectrum of tour operators. The findings ha ve a relevance for human resource management and services marketing in tour operation, other sectors of tourism and also service industries which prov ide an extended service experience for consumers. (C) 2000 Elsevier Science Ltd. All rights reserved.