This study addresses a critical aspect of tourism in Arunachal Pradesh, India, by investigating how tour quality impacts on tourist satisfaction of domestic tourists. As one of…
Abstract
Purpose
This study addresses a critical aspect of tourism in Arunachal Pradesh, India, by investigating how tour quality impacts on tourist satisfaction of domestic tourists. As one of the least explored regions of the country, Arunachal Pradesh holds immense tourism potential. Understanding the factors that contribute to tourist satisfaction, particularly the role of tour quality, is of paramount importance for enhancing the region's appeal as a sought-after travel destination.
Design/methodology/approach
The study was operationalized using survey questionnaires from domestic tourists (n = 200) visiting Ziro Valley, Arunachal Pradesh, India. A convenient sampling method was adopted for the study. Ordinary least square structural equation modeling (OLS-SEM) was used to measure the relationships.
Findings
The findings show that tourist expectations and tourist motivation influence tour quality and consequently impact the overall satisfaction of tourists.
Practical implications
This study extended the existing literature on tourist satisfaction in the domain of travel and tour by demonstrating the significance of tourist expectations and motivations on tour quality and tourist satisfaction. The findings offer insights for stakeholders seeking to enhance destinations' image, tour quality and overall tourist satisfaction.
Originality/value
This paper provides original contributions to the field of tourism by examining the effect of tour quality on tourist satisfaction. It integrates the factors, namely tourist expectations and motivations, into the analysis, offering insights into delivering customized tour experiences that meet tourists' needs.