Value-based determinants of tourist satisfaction upon visiting a foreign city

Abstract

<p>This empirical study of 364 U.S. tourists visiting Canada's largest city tested hypotheses from value theory about the determinants of overall satisfaction with the city visit. The goal was to reveal how personal values determine the specific sources of pleasant emotions, intention to revisit, and willingness to recommend the city following this touristic experience. Using peoples' personal values as clustering variables, three tourist segments were identified, each placing a different importance on the security-and-respect value group and the fun-enjoyment-excitement value group. The results partially confirm the general hypothesis that tourist segments with differing values derive their satisfaction from different aspects of the city visit --security aspects, experiential aspects and avoidance aspects. The findings off er the urban tourism marketer some guidelines for product development and marketing communication strategies that match a segment's value orientations so as to achieve satisfied tourists and repeat visitors.</p>