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Relationship between quality management and customer satisfaction to improve loyalty towards tourist destination

Abstract:

This study analyses the relationship between the quality of service offered in a tourist destination and the satisfaction of tourists, with the objective of quantitatively determining the relationship between levels of satisfaction and future behavior of visitors. The results, drawn from a sample of 2,726 tourists in Holguín, Cuba, show the importance of tourist satisfaction and tourist loyalty toward a destination expressed in the willingness to return, the time of return and the willingness to recommend or discbkp_redit the destination. Further, this study reveals quantitatively that the service quality is the crucial factor in determining tourists overall satisfaction as well as tourists loyalty toward the destination. It is proposed a way of forecasting the future behavior of tourists on the basis of the results obtained.