Commercial Recreation and Tourism: A Component Analysis of Customer Satisfaction

David L. Groves

DOI: 10.2190/DXNG-NK0F-PYG4-01KE


Customer satisfaction is a primary element related to profits in commercial recreation. Consumers who are satisfied return and spend additional dollars. The purpose of this article was to explore the potential of a different evaluation system to help developers of tours to improve their programs, services and facilities. This study was conducted on a senior citizen tour into an historical resort area. The approach being used was that instantaneous measures of mood and quality were correlated to an overall index of satisfaction. The data were analyzed using a stepwise regression format and there was a different equation for each of the scheduled components. Results suggest that this type of assessment process helps to improve the design of tours to the point of increasing satisfaction with trips significantly.

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