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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.
Duke et al. (Fri,) studied this question.