International Journal of Hospitality and Tourism Systems

Purva Kansal ¹, Sandeep Walia ², Suriti Goel ¹

Affiliations
1 University Business School, Panjab University, Chandigarh, IN
2 Maharaja Agrasen University, Baddi, Himachal Pradesh, IN

Abstract

The current study is an attempt to identify the various critical factors that are essential for creating value for money and therefore, customer satisfaction and loyalty. The review of literature indicated a gap in the area of relationship between value for money and customer satisfaction. For this, a study was placed in which a sample of 300 foreign tourists in Goa was taken and a survey was conducted to analyze which factors led to their increase in value for money. It was found that the value for money was affected by both ease of visiting Goa and level of enjoyment experience offered by Goa. Out of these two factors, the level of enjoyment was found to be more significantly and positively affecting the foreign tourist perception of value for money and satisfaction level as compared to the ease of visiting.

Keywords

Goa, Value for Money, Foreign Tourists, Structural Equation Modeling, Factor Analysis.

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Purva Kansal ¹, Sandeep Walia ²

Affiliations
1 University Business School, Panjab University, Chandigarh, IN
2 UITHM, Chandigarh University, Chandigarh, IN

Abstract

In recent years rate of domestic tourist to Goa has gone up but not the foreign tourist. This has led to loss of shack culture and gypsy experience being marketed by Goa as destination image. Policy makers have tried to rejuvenate the destination but with little success. One of the explanations to this problem is in a fundamental of marketing which states that Marketing strategies should have their base in segmentation and targeting policies of the product. A mismatch in the two could lead to decreased market share. This is well accepted in marketing of products however, in case of destination marketing the fundamental is lost. The current paper tries to use case study of Goa. This paper is an attempt to illustrate how segmentation and targeting problems have led to marketing mix issues for the destination and influenced its market share and led to serious marketing woes. The study was undertaken with the specific objective to understand the marketing woes Goa as a destination is facing. Data was collected from 298 foreign tourist visiting Goa. The study tried to meet this objective by studying the discriminators of foreign tourist satisfaction.

The results of the discriminant analysis indicated that three factors were significant predictors of satisfaction in terms of foreign tourist in Goa i.e. experience, hygiene and safety. The results of the study further indicated that there was a need for the Goan Government to make policies specific to experience and quality of experience the destination offers. A dimension wise detailed analysis was also undertaken to help the Goan Government develop specific strategies. The specific targeting strategy would also help the government develop a more effective positioning strategy and basis for performance evaluation. Therefore, the segmentation of the market on basis of psychometric variable will help Goa develop a more effective marketing strategy. However, there is a need to convert these into demographic variables for practical reasons which can be explored as future areas of research.

Keywords

Tourism Marketing, Discriminant Analysis, Market Segmentation, Market Strategies, Goa.

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Pooja Choudhary ¹, Sandeep Walia ²

Affiliations
1 Assistant Professor, School of Hotel Management and Tourism, Lovely Professional University, Jalandhar, Punjab, IN
2 Associate Professor and Head of Department, School of Hotel Management and Tourism, Lovely Professional University, Jalandhar, Punjab, IN

Abstract

Consumer behavior and market segmentation is one of the most popular studies in marketing. But when we look at the studies of the tourism marketing in developing countries, it is still unexplored. In the academic filed of tourism marketing the consumer decision making styles are extremely important as it helps in determining consumer choice, preference and behavior and also helps in segmenting the market. Present study is an attempt to identify the Travel Decision Making Styles (TDMS) of Millennials’ using consumer style inventory. The study is aimed to identify the difference in the perception of millennial males and females for identified travel decision-making styles. The study was conducted among the millennial males and females ranging between age group of 18 years and 35 years of Jammu district of Jammu and Kashmir Union Territory. Total 420 Millennials’ participated for current study and an eight dimensional structured consumer style inventory was used to investigate about their travel decision-making styles. Exploratory factor analysis was conducted to find out travel decision-making styles of millennial respondents. Further “T” test was administered to find out the difference between the perception of millennial males and females for travel decision-making styles.

Keywords

Millennials’, Travel Decision Making Style, Consumer.

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Sandeep Walia ¹, Dharminder Sharma ², Amit Mathur ³

Affiliations
1 Associate Professor, School of Hotel Management and Tourism, Lovely Professional University, Punjab, IN
2 PhD Research Scholar, School of Hotel Management and Tourism, Lovely Professional University, Punjab, IN
3 Professor and HOD, School of Hotel and Tourism Management, CT University, Ludhiana Punjab, IN

Abstract

Recently, air industry has been focusing on a continuous need and importance for improvement in the quality of services so as to provide maximum satisfaction to the passengers In fact, Being dynamic and customer centric in nature, airline business always has scope for innovation in the service operation. The efficiency of airlines majorly depends on service quality, customer satisfaction and customer loyalty. The current paper therefore examines the variety of factors involved with quality of airline services which have direct and significant relationship with the satisfaction of airline passengers. Due to the rapid development and competition of service quality, both in developed and developing nations it has become crucial for the airlines to measure and evaluate the quality of service on a regular basis. There have been many characteristics identified by the brand managers working for airlines industry to consistently please their customers. Efforts have been taken for developing mechanisms in order to monitor customer satisfaction to promote their loyalty towards airline brands. This paper proposes a conceptual framework to investigate the impact of passengers perceived service quality, on satisfaction and loyalty. Structural equation modeling (SEM) is used to analyze the data collected from 154 passengers travelling on domestic airlines from Indira Gandhi International (I.G.I) airport Delhi. The results of the study indicate that service quality passenger satisfaction is significantly and positively related to loyalty. Also, passenger satisfaction has found to be an important mediator between perceived service quality and passenger loyalty.

Keywords

Service Quality, Customer Satisfaction, Loyalty, Airlines, India

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