Tourist Satisfaction, Perceived Service Value, and Repurchase Intentions: The Case of Hong Kong's Airline, Hotel, and Restaurant Services

This study first explains why tourist satisfaction and perceived service value are important to a destination by empirically measuring the impact of these two factors on visitors' repurchase intentions. It then illustrates how tourist satisfaction in a given situation can be measured, diagnosed, and thereby managed. Samples of airline, hotel, and restaurant services in Hong Kong were used to realize two research objectives. The first was to empirically test, through logistic regression analyses, research hypotheses on the impact of tourists' overall satisfaction and perceived service value on their repurchase intentions. The results indicate that both tourists' overall satisfaction and their perceived service value significantly predict their repurchase intentions across the hotel and restaurant service samples, and that perceived service value, but not overall satisfaction, significantly predicts their repurchase intentions in the airline sample. The second objective was to assess the attribute satisfaction of tourists across the three samples, which was achieved by using importance and performance analysis (IPA). The overall IPA results, which take all seven tourist source markets in Hong Kong as a whole, indicate that Hong Kong's airline, hotel, and restaurant services do an excellent, very good, and good job, respectively, in satisfying their corresponding visitors. However, some weak points in Hong Kong's tourist services were identified. When each of Hong Kong's seven source tourist markets was taken individually, it was found that whereas some service attributes were captured in the same IPA quadrant across several different source markets, other attributes were captured in different IPA quadrants. A brief discussion is provided of the study findings and their implications from the perspectives of tourism management and marketing.