Assessment of Customer Satisfaction of Domestic Tourists in Resorts

Abstract

The research objective is about finding the customer satisfaction of domestic tourists visiting resorts. On the tourism marketing point of view knowing the tourist expectations is important and what satisfies them and what did not satisfy the tourists should also be found out to take necessary corrective actions. Study on customer satisfaction in resorts in India is scarce and hence this study is initiated. It is a primary research done with standard questionnaires being issued to family tourists who visited resorts in Mahabalipuram and a modified Servqual model has been used in this study with five constructs namely reliability, responsiveness, assurance, empathy and tangibility, which constitute the functional aspects of a resort. Judgment sampling method was used in the study. Five hypotheses were framed and tested using SPSS and Smart PLS Softwares. Customer satisfaction with respect of the five aspects related to the service quality has been evaluated. The results show that all the five aspects did influence the customer satisfaction of the tourists. The level of customer satisfaction of tourists was found to be good. Tourists were found to give more importance for the reliability aspect in resorts.

Keywords: Customer Satisfaction, Tourist Satisfaction, Service Quality, Domestic Tourism, Resort Tourism

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