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Using issues defined by tour participants, underlying dimensions of escorted tours were developed for pre- and post-tour evaluations and importances. Expectation dimensions emphasized itinerary issues whereas pre-tour importances concentrated on value, comfort, and safety. The items that make up these factors should be combined in the primary post-tour promotions. Personal enjoyment issues were combined in the primary post-tour satisfaction dimension whereas itinerary issues combined to create the primary post-tour importance factor. Tour designs should ensure that personal enjoyment issues are satisfied but should attempt to continually improve itineraries to better satisfy tour participants.
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Duke et al. (1996) studied this question.
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