The Factor Structure of Tourist Satisfaction at Sun and Sand Destinations

Using European tourists to sun and sand destinations, this article analyzes the factor structure of tourist satisfaction. The factors that define tourist services can be classified into three types: those factors that increase tourist satisfaction, those that only prevent the tourist from feeling dissatisfied, and those factors that can work both ways. Placing attributes of the sun and sand product on the proposed three groups should allow destinations to identify key drivers of satisfaction. To do this, two methods have been used: the importance grid and the penalty—reward analysis. The penalty—reward analysis appears to be more appropriate, allowing for the identification of the three-factor structure.