Seasonal variation in urban tourist satisfaction

Purpose The purpose of this study is to detect the differences in satisfaction levels with regard to different elements of the city tourism offering during the season and off-season. Furthermore, the aim is to find out what factors determine the satisfaction of season and off-season tourists. Design/methodology/approach This paper is based on the results of a survey conducted during 2016 in Opatija and Rijeka (Croatia). The analyses were conducted on a sample of 1,249 respondents. Data analysis included principal component analyses, ANOVA and series of regression analyses. Findings Results confirmed that there is a significant difference in overall satisfaction, as well as in all five satisfaction dimensions, between tourists visiting the cities during the season and those visiting in the pre- and post-season. In addition, simple regression analyses revealed that tourists staying in those cities during the peak season expressed a statistically significant higher level of satisfaction than those visiting in the pre- and post-season. However, no statistically significant difference was found in overall satisfaction and in four out of five satisfaction dimensions, between pre- and post-season tourists. Practical implications The findings have relevant implications for destination managers in their further decisions aimed at developing a more satisfactory tourism offering in the season and off-season. Originality/value The main contribution of this paper lies in the connection between tourist satisfaction and the season of their visit, as previous studies have rarely considered the season when analysing tourist satisfaction with the destination offering.