Perceptions of Service Quality, Satisfaction and the Intent to Return Among Tourists Attending a Sporting Event
Author | : David J. Shonk |
Publisher | : |
Total Pages | : 155 |
Release | : 2006 |
Genre | : Satisfaction |
ISBN | : |
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Abstract: The primary purposes of this study were to: a) propose a comprehensive set of dimensions of quality in sport tourism services; and b) propose and test a model where perceived quality in selected dimensions is said to lead to client Satisfaction with the experience which, in turn, is said to influence the intent of the tourist to return to the event in the future. A secondary purpose of the study was to develop a scale to measure service quality in selected dimensions, client Satisfaction and Intent to Return. The model was tested using data collected from spectators traveling to a major league All-Star sporting event in the United States. All tourists responding to the questionnaire were from a residence 50 miles or more away from the stadium. The data from the 215 usable cases was analyzed using structural equation modeling. Confirmatory factor analysis indicated that the CFA Measurement Model was an acceptable fit (CMIN/DF=1.828, RMSEA=.067, NFI =.802, GFI = .840, TLI = 872, CFI =.897). The structural model was a good fit for the data (CMIN/DF= 2.394, RMSEA=.081, NFI =.932, GFI = .950, TLI = .932, CFI =.959). The findings from this study point to support for a multi-dimensional model of service quality in sport tourism. The most important dimension was found to be the quality of the contest itself. The results suggested that there is an overall perception of sport tourism quality (ST Quality) which significantly contributes to a tourist's perceptions of satisfaction. Moreover, Satisfaction was found to significantly contribute to a tourist's decision to return to a sporting event and/or to a particular destination. The scale developed in this study offers a good starting point for exploring services in sport tourism. A discussion of results is provided along with implications for sport managers and recommendations for future research.