Customer Satisfaction In Tourism

past few years, hospitality practitioners and researchers around the globe focused on service quality and online tourists’ satisfaction. These concepts have tremendous influence on the way businesses are run and how online tourism consumers behave towards destinations by influencing online tourists’ satisfaction behaviour (Oliver, 1997). Similarly, online tourist satisfaction has a significant effect on tourists’ loyalty, which, in turn, influences the profitability of the industry (Akinboade et al., 2012). Despite tourists’ satisfaction being a frequent subject of previous empirical studies, the link between online tourists’ satisfaction and tourists’ loyalty differ among tourism researchers. In the tourism industry, the topic of online tourists’

As a result, verbal and electronic word of mouth reports have increased the number of visitors to the environment. Tourists’ satisfaction is a post-consumption evaluation approach based on the empirical studies of Gundersen et al.,(1996) and Suki (2012), who proposed that tourists have to consume products in order to evaluate their satisfaction. Similarly, Dominici and Guzzo (2010) advocated that products should be expected before buying them for consumption. Based on this information and planned behavior theory the following hypothesis was proposed.

H1a: Online destination image has a positive relationship with online tourists’ satisfaction

The relationships between online word of mouth and online tourists’ satisfaction can be developed through the principle of planned behavior theory that is connected to belief and attitude of online tourists psychologically. It was proposed to predict the power of reasoning and action including perceived behavior control. The general strategy of online word of mouth among tourism organizations is to show flashy images of destinations on the internet to attract tourists and impact their decisions to select the destination to visit (Chen

Online word of mouth enables tourists and service providers to communicate confidently without any fear of vulnerability problems (Dlamini, M., Eloff, M., & Eloff, J., 2009). Security and privacy on the internet encourage customers to make safe transactions (Goode and Harris, 2007; Lee and Turban, 2001). Web 2.0 is the latest technology of the World Wide Web. It helps end users to familiarise themselves with the internet (O’Reilly, 2007). Darcy Dinucci was the first to bring about the idea of Media web 2.0 in 1999. Cheap tickets, cheap hotel prices, reservations and the viewing of attractive online destination images can influence tourists buying decision process. Word of mouth and social media play important role in the relationships between the tourism industry and service providers of websites at a cost (Law et al., 2010).The current development of Web 2.0 is essential for the promotion of the tourism industry. The internet and its associated technologies have become the main focus of developing online businesses and social networks (Danah,