The impact of experiential perceived quality of a - URAM

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Le 6ème Colloque de l'URAM (Printemps du Marketing), Hammamet, Mai 8-9, 2015
The impact of experiential perceived quality of a destination on tourists’
loyalty :The Case of Saharan tourism in Tunisia
Kaouther jridi¹*, Rania Klouj², Fatma Ezzahra Bakini³
¹ Marketing Phd, Higher Institute of Management of Tunis
² Management Phd, Higher Institute of Management of Tunis
1. ³ Associate Professor, Marketing Phd, Higher Institute of Management of Tunis
* Correspondence: kaouther jridi , Marketing Phd in the Higher Institute of Management of
Tunis, Tunisia , Tunis . Tel:(+216 )28456220. E-mail: [email protected]
L'impact de la perception de la qualité expérientielle d’une destination sur la fidélité du
tourist :Cas de tourisme Saharan en Tunisie
Résumé:
L'article propose d’étudier l’impact de la qualité expérientielle perçue d’une destination touristique sur la satisfaction des touristes et d’examiner l’influence de la satisfaction sur
l’intention de retour et de diffuser un bouche à oreille positif autour de cette destination. Pour
ce faire, nous avons mené une étude quantitative par le biais d’un questionnaire auprès de 152
touristes. Les résultats révèlent que la qualité expérientielle perçue d’une destination touristique influence la satisfaction des touristes. Ils montrent aussi que la satisfaction à son tour
influence l’intention de revisite et l’intention d’émettre un bouche à oreille favorable autour
de la destination.
Mots clés: qualité expérientielle perçue, destination touristique, expérience touristique, satisfaction, fidélité relationnelle
The impact of experiential perceived quality of a destination on tourists’ loyalty :The
Case of Saharan tourism in Tunisia
Abstract
This paper aims at studying the impact of perceived experiential quality of a tourist destination on tourist satisfaction and it intends to examine the influence of satisfaction on the intention of going back and spreading a positive word of mouth about this destination. To reach
this aim, we have conducted a quantitative study via a questionnaire survey of 152 tourists.
The results have shown that the perceived experiential quality of a tourist destination has an
impact on tourists’ satisfaction. They also show that satisfaction itself influences the intention
to going back and spreading a favorable word of mouth.
Keywords: perceived experiential quality, tourist destination, tourist experience, satisfaction,
relational loyalty
Kaouther jridi, Rania Klouj & Fatma Ezzahra Bakini
Experiential perceived quality of a tourist destination: Effects on satisfaction and loyalty
of the tourist: Case: Saharan tourism in Tunisia
Introduction
Tourism activity is one of the fastest growing activities in the country's economy. It
has a ripple effect on many other economic
sectors such as communications, transportation, handicrafts ... According to "World
Travel
and
Tourism
Council"1(2011),tourism contributes about 9.1 %
to the formation of global gross domestic
income and 8.8% of total employment to
more than 258 million jobs . In addition;
this sector represents a windfall for employment and is a source of foreign exchange. Thus, since the 50s, Tunisia is considered a very attractive tourist destination.
While the seaside tourism has always been
well developed in Tunisia and has just completed its maturity level. For this reason the
responsible of this sector should diversify
their tourism services. Managers have to
improve the quality of tourism services especially in this case the perceived experiential quality. In addition, experiential perceived quality has been prevalent in recent
marketing with Langlois (2003), particularly
in hotels (Nefzi, 2011; Lachkar, 2006) and
tourist destinations (Mansouri, 2009). So
far, this concept is barely addressed in the
work of marketing research with regard to
their news. Numerous studies have considered the relationship between perceived
quality and satisfaction (Boyer and Nefzi
2008; Sabadie, 2003; Olivier, 1994). On the
one hand, the researchers found that perceived quality has a direct influence on customer satisfaction in various sectors. On the
other hand, theorists have identified a link
between satisfaction and loyalty in multiple
domains. In this context, a small number of
studies have highlighted recently the relationship between experiential perceived
quality and loyalty (Nefzi, 2011). Chen et
Tsai(2007) assert that "By understanding the
relationships between future behavior and
its determinants, tourism destination would
know better how to build up an attractive
picture and improve their marketing efforts
to maximize resources using".In this sense,
our work raises a fundamental question:
How experiential perceived quality of tourist destination influences tourist’s satisfaction and loyalty?
We have chosen the Saharan tourism in order to improve experiential quality in this
type of tourism and boost the sector outside
the summer season by developing other
types of tourism such as ecotourism, medical tourism, spa tourism...
The objective of this research is to test the
effect of each dimension of the experiential
quality perceived within a tourist destination
satisfaction .And, satisfaction effect on intention to return and intention to diffuse a
favorable word of mouth. This work presents a theoretical contribution to know the
impact that can cause the perceived quality
experiential on tourist’s satisfaction and
loyalty. This topic has not been studied before. Some studies have been conducted on
the impact of experiential perceived quality
of a destination on its market positioning
(Mansouri, 2009). A managerial perspective
must be clearly highlighted in this work as
the quality and experience are two essential
concepts in the tourism sector.
This is why tourism officials (travel agencies, tour operators ...) should emphasize the
experience that will be experienced by the
tourists through communication media and
non-media. Then, practitioners have an interest in providing excellent experiential
quality to meet the tourist and earn their
loyalty. It turned out that a satisfied customer can recommend company’s product or
service or buys it again. This is exactly the
case for the tourist. He can talk positively
about a destination or hotel and return to
it.After outlining the theoretical framework
of our study, we present the methodology
followed with 200 tourists, then our results
1
will be presented and discussed. Finally, we
present some limitations of the research and
we recommend some future directions of
research.
1.Literature review
1.1.The experiential marketing in the
tourism industry:
Service quality has been treated by many
academics and practitioners (Parasuraman et
al, 1988; Sirieix and Dubois, 1999; Brady
and Cronin, 2001; Park, 2008; Nefzi and
Boyer, 2008; Mansouri, 2009). In the tourism sector, the quality is quite important criterion that the organization seeks to develop
in order to maintain a competitive advantage
and differentiate themselves from other providers. Parasuraman et al (1988) indicate
that quality is an assessment made by the
consumer of excellence or superiority of the
service. Grook (1986) proposes the following definition ''Product’s quality is the degree of compliance of all its features and
attributes to all the needs and expectations
of the consumer" (Lashkar,2006).
Today, tourist destinations are many and
they are facing increased competition. The
customer becomes increasingly demanding,
and he doesn’t seek only the trip but the
tourist experience also (Glenza, 2009). To
ensure tourist’s satisfaction, tourism’s officials should take into account that "Tourists
are looking for escape, alternatives to their
daily high sensations and entertainment"
(Gortesh (2002; cited in Glenza, 2009).
However, tourist satisfaction is gradually
throughout the stay in referring to his perception toward his experience. Moreover,
research experience pushes tourists to escape authentic and different experiences
(Glenza, 2009). Experience’s destination is
considered an experiential consumption
(Lachkar, 2006). Indeed, the tourist has no
idea about his stay since it has not yet consumed. Consequently, appreciation of stay
will depend on the lived experience
(Spindler and Durand, 2003).
1.2.Experiential quality and its dimensions:
Experiential quality is a major concern in
marketing services. It is necessary during a
consumption experience of a holiday in a
destination. It is to create a relational value
for customer consumer experience. In his
experience, the customer is related to visible
and invisible supports developing in his
specific emotions which are turned into experiences (Langlois, 2003). Experiential
quality services is a recently developed and
evolved to affect several other areas such as
sport, medical, financial matters ... In this
research concept, Langlois has always insisted on the temporal aspect of customer
experience and its relationship with staff,
equipment or technical support.
Langlois (2003) has highlighted five experiential dimensions for service quality in hotel
services :
 Reliability : Reliability is presented in the
work of Zeithmal, Parasuraman and Berry
(1988) and reflects the ability of the service
provider to fulfill his promise in time, the
ability of staff to assist the customer as well
as the accuracy of the information provided.
Reliability takes into consideration the safety of individuals on the psychological, social, physical and financial. The individual
feels safe and no risk of danger or functional
problem materials.
 Accessibility : First, physical accessibility means the easiness of choosing a destination while taking into account the effort
required to reach this destination. Then, the
directional information involving the ease of
movement of the customer in the destination
or the place of service delivery system taking into account readability and clarity.
Then, promptness of service that is related
to service execution time. Adding, managing expectation based on the evaluation and
perception of waiting time (Mansouri, 2009;
Lachkar, 2006 Langlois, 2003).
 Entertainment : This dimension includes:
management theme and brand, the Standing
entertainment because the animation is essential in services, event program, staff appearance and costumes who highlight the
2
corporate image service, products memorability referring to the destination as small
souvenirs (Lachkar, 2006 Langlois, 2003).
 The physical environment : It includes
the consistency of decor and theme that
could cause emotions into their experiential
environment, physical comfort referring environmental factors (colors, design, and
space), the musical comfort and the taste
experience and finally olfactory experience:
combining a smell to a place, a point of sale
or a brand.
 Personalized relational environment It is
connected to the social and relational environment such as the attractiveness of the
clothing aspect of staff, their attention and
helpfulness towards the customer. When the
staff gets a courtesy and a willingness to
help the customer, it feels more comfortable
and satisfied and this satisfaction will lead
to spread a positive word of mouth around
the service.
1.3. Conceptual framework and hypothesis:
1.3.1The relationship between Perceived
quality and satisfaction
The authors suggest that there is confusion
between these two concepts: the satisfaction
and perceived quality (Boyer and Nefzi
2008; Ladhari, 2005; Volle and Darpy,
2003). This confusion was triggered by the
proposed by Parasuraman, Zeithmal and
Berry (1985) on the perceived quality of the
service definition. According to Denis et al
(2001) "The satisfaction comes from the
quality of the service and not the reverse. It
is not because we provide a good service
that the customer is necessarily satisfied".
Many empirical studies have confirmed the
influence of perceived quality on satisfaction (Boyer and Nefzi 2008; Temessek
2008; Chumpitaz and Swaen, 2002). Initially, Parasuraman, Zeithmal and Berry (1988)
proposed five elements of perceived quality:
tangibles, reliability, responsiveness, assurance and empathy. And research has shown
that these traditional dimensions of perceived quality were related to consumer sat-
isfaction. In 2003, Langlois developed five
new dimensions of perceived quality on
tourism services and has highlighted the experiential aspect by proposing five dimensions of the experiential quality: reliability,
accessibility, entertainment, physical environment and relational environment. In addition, we seek to verify the impact of the
perceived quality experiential satisfaction.
We ask the following hypothesis:
H1: Experiential quality perceived by tourists within a tourist destination has a positive influence on their level of satisfaction.
 H1.1:Reliability perceived by tourists
within a tourist destination has a positive
influence on their level of satisfaction .
 H1.2 Accessibility perceived by tourists
influence on their level of satisfaction.
 H1.3 Entertainment perceived by tourists
influence on their level of satisfaction.
 H1.4 The physical environment perceived by tourists within a touristic destination has a positive influence on their level of
satisfaction.
 H1.5 The Relational environment perceived by tourists within a touristic destination has a positive influence on their level of
satisfaction.
1.3.2The relationship between satisfaction
and loyalty
The marketing literature has highlighted the
relationship between satisfaction and loyalty
that has been the subject of several studies
in various sectors. Satisfaction is an assessment made by an individual during his consumption experience of a product, service,
or brand (Vanhamme, 2002) process. According to Cardozo (1973), "Consumer satisfaction with a product is likely to lead to
repetitive purchases, acceptance of other
products from the same line and to spread
favorable word of mouth advertising."(Quoted in Dufer and Moulins 1989).
In our research, we examine the relationship
between satisfaction and loyalty in the tourism sector and in particular vis-à-vis a tourist destination. In fact, experience and quali-
3
ty evaluation are usually results in strong
feelings of dissatisfaction, which has ramifications for tourists to return to this destination or go to other tourist attractions and
speak favorably or unfavorably about their
other experiences (Bigné et al. 2005).We
ask the following hypothesis:H2: The tourist
satisfaction about a tourist destination has a
positive influence on loyalty.
 H2.1 The tourist satisfaction about a
tourist destination has a positive influence
on revisit intention.
 H2.2 The tourist satisfaction about a
tourist destination has a positive influence
on loyalty.
H1
Experiential quality
perceived
1.1Reliability of a touristic
H1.1
destination
1.4. The conceptual model of the research
We provided research established by
Mansouri (2009), Lashkar (2006) and
Langlois (2003) to identify the dimensions
of experiential quality perceived. In our
model, we seek to measure the impact of
experiential perceived quality of a tourist
destination on the satisfaction and the impact of satisfaction on intention to return
and to spread a positive Word of mouth.
Our conceptual model is as follows:
H1
H2
Relational loyalty
H1.1
H
Tourist
H2.1
2.1Revisit intention
H1.2
1.2Accessibility of a
to a touristic
satisfaction
touristic destination
toward
destination
a
1.3Entertainment of a
H1.3 destination
H1.4
H2.2
2.2Positive word of
mouth about a
tourisitc destination
1.4Physical environment of a
touristic
H1.5
1.5 Relationnel environment
of a touristic destination
Figure 1. Conceptual model
4
2. Methodology and findings:
2.1.The choice of the Saharan tourism:
We chose to work on tourism because it is a
very important sector in the economy of our
country and it remains in crisis after the
revolution of January 14, 2011 in Tunisia
and experienced disruptions to the country
at all levels (economic, political, social, cultural ...) .In fact, those responsible of this
sector should take into account several factors and develop appropriate strategies to
attract tourists and motivate them. Few studies have focused on experiential quality perceived of a tourist destination and researches on this topic are rare. This is why we
studied the experiential perceived quality of
a tourist destination and in this case "The
Tunisian Sahara" .Saharan tourism in Tunisia is growing in recent years and it plays an
important role in tourism
(Ben
Tamansourt,2009). Indeed, the rich tourist
heritage Saharan regions that tourists choose
these areas as a travel destination to experience something new and discover new natural and cultural sites such as the desert,
monuments, cultural museums, Oasis,
sources of mineral waters, the animals of the
Sahara. The majority of tourists visiting the
south of Tunisia make a circuit through the
different regions where the original tourist
products and unforgettable memories.
2.2Sampling process:
The study was conducted in 2012 with 152
international tourists who speak English and
/ or French and who have stayed in hotels
situated in the Tunisian Sahara and lived
Saharan circuit Tunisia. The questionnaire
was administered to tourists speaking two
languages: French and / or English and its
duration was 5 to 15 minutes. It was done
face to face. The selection of tourists is
made by convenience. We conducted a pretest questionnaires 15 (10 of which are in
English and the rest in French) with tourists
managing one of the two languages. This
pre-test revealed that some proposals were
not understood by the respondents and require some modifications to finalize.
2.3Measurement scales:
All variables were measured by using a
Likert scale ranging from ,starting from not
agrees at all to totally agree.
 The experiential perceived quality was
measured by the scale of Langlois (2003)
and Mansouri (2009) (16 items) and includes five dimensions: reliability, accessibility, entertainment physical environment
and relational environment.
 Satisfaction was measured by the scale of
Olivier (1997) et Bigne et alii. (2005) (5
items) .
 The relational loyalty includes two dimensions :
 WOM was measured by the scale of
Parasuraman (1990), Zeithmal (1996) et
Bigne et al (2005) ( 4 items).
 Revisit Intention: Gremler et Brown
(1996) et Bigné et al (2005) :(4 items)
4.Results and discussions:
4.1The profile of respondents:
In our sample, we obtained an unbalanced
distribution of the population of 66.9%
women and 33.1% men. Furthermore, we
found that the population is dominated
youngish with a percentage of 28.5%, followed by the age group [35-44] with 18.5%
then those who belong to the age group [4554] with 17.2% and less than 25 years old
representing 15.9% and finally the elderly
population represents only a small percentage of 6%. These figures are considered
good enough since Tunisia welcomes young
people outside of the summer season tourists. The study population is dominated by
those who have an annual income of less
than 50,000 euro with a percentage of 58,
3%, followed by those who have an annual
income between 51,000 and 100,000 euro
with a percentage of 27.2% and found the
category of relatively high income representing 15% of the population. And finally,
most of the respondents are of British nationality and represent 44.7% of respondents
is the number of 68 people followed with
23.7% of Russian and French with a per-
5
centage of 11.8% and the rest is divided
other nationalities (Portuguese, Italian,
German ...).
4.2.Results:
Through this section, two categories of
analysis were used in this research. A principal component analysis for the reliability
of measurement scales and the method of
simple linear regression is used to validate
or reject the hypotheses.
4.2.1 A principal Component Analysis
(ACP):
At first, we studied the internal validity of
the measurement scales used in our re-
search. To do this, we used a principal component analysis to identify the main factors
contributing to remember and must return
more than 50% of the total variance. Also,
we chose the selection criterion which retains the kaiser -Meyer-Oklin (KMO)
measures the sampling adequacy and it
should be above 0.5(Andy Filed,2005).
Barlett's test of sphericity is a test statistic
used to examine the hypothesis that the variables are uncorrelated in the population .In
the order, Bartlett's test is significant when
the significance value is less than 0.05 and it
highly significant when (p<0.001) (Andy
Field,2005).
Measurement scales
Results
of
The results of this ACP are good :The KMO's is equal
a touristic des-
0.714;Bartlett’s was statistically significant :p=.000<0.05 .
tination
We retain one component with a Cronbach's alpha of about
Reliability
0.788 . The factor analysis applied to the 4 items has allowed the extraction
of a single factor which recuper-
ates61.877% of the initial information.
Accessibility
of a touristic
destination
0.534 . The factor analysis applied to the 3 items has allowed the extraction of a single factor which recuperates
51,919 % of the initial information.
Entertainment of
a touristic
destination
6
of a single factor which recuperates
63.952 of the initial information
Physical environment of a The size of the physical environment was measured by a
touristic
Single item so we cannot calculate the KMO test and Bartlett's ,the total variance explained and the quality of representation. But , we calculated Cronbach's alpha to test the reliability of the physical environment that gave a value of α =
0.821 ,this value is considered good .
Relational environment of a
65.142 of the initial information.
Satisfaction
7
Revisit
intention
to
a The results of this ACP are good :The KMO's is equal
71.208 of the initial information
Positive Word of mouth
about a touristic destination
Table 1. Results of the principal component analysis (ACP)
ized beta coefficient, the significance level
and the t statistic (R2, β, p and t) Field
4.2.2 Analysis linear regressions:
The results of the regression analysis are
(2009).
presented in the next table. It includes the
coefficient of determination, the standard-
Hypothesis
Indicators Comments
Validation
H1.1:Reliability perceived by R²=0.400 There is a positive relationship Confirmed
tourists within a tourist destina- β=0.632
between reliability perceived
tion has a positive influence on p=0.000
by tourists within a tourist des-
their level of satisfaction .
tination and their level satisfaction.
8
H1.2 Accessibility perceived by R²=0.336
There is a positive relationship
between accessibility perceived
by tourists within a tourist des-
their level of satisfaction.
tination and their level satisfac-
Confirmed
tion
H1.3 Entertainment perceived by R²=0.435
between
ceived by tourists within a tour-
their level of satisfaction.
ist destination and their level
Confirmed
entertainment
per-
satisfaction
H1.4 The physical environment R²=0.221
perceived by tourists within a β=0.470
between the physical environ- Confirmed
touristic destination has a posi- p=0.000
ment perceived
tive influence on their level of
within a tourist destination and
satisfaction.
their level satisfaction.
by tourists
H1.5 The Relational environR²=0.423
There is a positive relationship Confirmed
β=0.651
between the relational envi-
p=0.000
ronment perceived by tourists
ment perceived by tourists within
a touristic destination has a positive influence on their level of
within a tourist destination and
satisfaction.
their level satisfaction
H2.1 The tourist satisfaction R²=0.492
Confirmed
about a tourist destination has a β=0.701
between the tourist satisfaction
9
positive influence on revisit in- p=0.000
about a tourist destination and
tention.
their revisit intention.
H2.2 The tourist satisfaction R²=0.599
about a tourist destination has a β=0.774
positive influence on loyalty
p=0.000
Confirmed
between the tourist satisfaction
about a tourist destination and
their loyalty
Table 2. Summary of results
5.Conclusion and recommendations:
Thanks to this research, we were able to
align some studies validated in previous research. In marketing research, researchers
have always confirmed the relationship between perceived quality and satisfaction
(Boyer and Nefzi 2008; Sabadie 2003,
Llosa, 1996 ...).Recently, in 2003, Langlois
has developed experiential perceived quality
and its five dimensions. In fact, this new
concept has been adopted in the tourism
sector and particularly the hotel sector
(Nefzi, 2011 Mhelehli 2008; Lachkar, 2006)
and recently, this concept has been studied
in the tourist destination (Mansouri, 2009).
Since it’s a new concept, the research is still
very little studied and studies on the relationship between perceived experiential
quality and the other variables are virtually
nonexistent. In addition, few studies have
examined the relationship between each dimension of experiential quality and satisfaction. In fact, some researchers have confirmed the influence of the physical environment on customer satisfaction which
joined work (Temessek 2008; Labbé-pinlon
and Lambart, 2006 Lambart et al, 2007) and
others argue through their empirical studies
that relational social environment has an
impact on satisfaction. This corresponds to
Galan and Diesbach, 2006 Julien and Dao,
2006 work. In our study, we showed that the
experiential quality perceived within a tourist destination has an impact on tourist satisfaction while checking each dimension separately. This relationship has not been studied previously. There by increasing the research on this topic.
Then, a few studies have indicated the existence of a positive relationship between tourist satisfaction and loyalty to a destination.
In our study, we also confirmed this relationship and we have shown that satisfaction
has a positive influence on relational fidelity
tourists and more specifically their intention
to return and intention to speak positively
about a destination. This corresponds to
work Bigné et al (2005) showed that tourist
satisfaction influences loyalty. And the
work of Valle et al (2006) who also considered that when the tourist is satisfied, longer
intends to return to the destination as well as
to speak favorably to his family and his entourage. From the results we obtained, we
noticed that satisfied tourists intend to recommend tourist destination rather than revisit. This result confirms that of Baderneh
and Som (2010) and Quintal and Pheau
(2008) which showed that few tourists satisfied intend to return to the same destination.
However, they intend to recommend the
place to others. These results are quite ex-
10
pected since in tourism planning to return to
the same destination is low because tourists
always wants change and discover new destinations and instead it seeks novelty and
new experience. However, the impact of satisfaction on intention to return remains positively significant (Based on the results we
have obtained).In our research, we point out
some managerial implications. However, we
find that the perceived experiential quality
must be taken into account by tourism officials and the State. They must promote experiential quality in a destination ensuring
reliability and safety to tourists especially
after the revolution and insecurity in the
world to win the confidence of tourists.
Then, by facilitating access to travel (transportation, infrastructure ...). and getting information about the destination (media and
non-media communication and especially
through the internet and via social networks). Then, offering diversified products
and various forms of entertainment while
highlighting the natural beauty and sophisticated environment such as museums, oases,
dunes, ruins ... And finally, they must train
staff in touch motivates them to better serve
the customer. All these factors contribute to
the satisfaction of tourists and therefore the
tourist becomes an ambassador of this destination by recommending and it can also increase the rate of return. In conclusion, this
work presents some limitations to report.
Firstly, the sample was slightly reduced to
the method of structural equation given the
difficulty of access to the Tunisian Sahara
and the insufficient number of tourists visiting this place because of the climate of instability experienced in Tunisia after the
revolution. Then, the sample selected by
convenience from the criterion of respondents’ availability. However, this method is
acceptable but there is a problem of external
validity.
In the light of these limitations, other research perspectives are worth to be envisioned. As a matter of facts, some mediating
mechanisms would have to be integrated
within the model in question, so as to get it
more than ever significant and relevant. Fur-
ther, future researches have to rely on other
data analysis methods among other things,
the structural equations, in order to shed
light on the subdimensions quoted in our
research and their interrelationship as well.
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Appendix:
Appendix 1. Summary of variables
Factors
Components
Reliability of a touristic destination
Individuals were asked of reliability of a touristic destination to the destination of the Tunisian Sahara as
a holiday destination .
Accessibility of a touristic destina- Individuals were asked of accessibility of a touristic
destination to the destination of the Tunisian Sahara as
tion
a holiday destination
Entertainment of a touristic destina-
Individuals were asked of entrainment of a touristic
14
tion
destination to the destination of the Tunisian Sahara as
Physical environment of a touristic
Individuals were asked of physical environment of a
touristic destination to the destination of the Tunisian
Sahara as a holiday destination
Relational environment of a touristic destination
Individuals were asked of a consumer satisfaction
compared to the destination of the Tunisian Sahara as
Satisfaction
Revisit intention
destination
Individuals were asked of relational environment of a
touristic destination of the Tunisian Sahara as
a holiday destination.
to a
touristic on the consumer relational loyalty compared to the
destination of the Tunisian Sahara as a holiday destination
Positive Word of mouth about a
on the consumer relational loyalty compared to the
destination of the Tunisian Sahara as a holiday destination
Appendix 2 .Measurement scales
Experiential quality perceived Langlois (2003) et Mansouri (2009) : 5 dimensions (16items)
Reliability : Langlois (2003) et Mansouri (2009)
(4 Items )
The Tunisian Sahara is a vacation destination
The tourist welcome in the Tunisian Sahara is reliable and consistent
There is no psychological and social risk in the Tunisian Sahara
The Tunisian Sahara is a safe destination
Accessibility: Langlois (2003) et Mansouri (2009)
(3 Items )
The Tunisian
We
can
Sahara is an easily
easily get
information
accessible destination
about the
Tunisian
Sahara
The Tunisian Sahara is a destination where you never get bored, there are always things to
15
discover
Entertainment :Langlois (2003) et Mansouri (2009)
(4 Items )
Culture and atmosphere in the Tunisian Sahara are very attractive
The Tunisian Sahara is a rich entertaining destination
In Tunisian Sahara, the way Tunisian people are dressed is attractive
The Tunisian Sahara is a memorable destination rich in potential memories
Physical environment of a touristic : Langlois(2003) et Mansouri(2009)
(1Items )
Culture and atmosphere in the Tunisian Sahara are very attractive
Relational environment: Langlois (2003) et Mansouri (2009)
(4 Items )
Tunisians in the Sahara are hospitable and welcoming
The Tunisians in the Sahara are compelling and offer a personalized service
The Tunisians in the Sahara pay particular attention to tourists
The friendliness of the Tunisians in the Sahara makes you want to return
Satisfaction:Olivier (1997) et Bigne et alii. (2005)
(5 items)
The Tunisian Sahara is one of the best holiday destination I have ever been to
I am satisfied with my decision to visit The Tunisian Sahara as a holiday destination
My choice to visit the Tunisian Sahara as a holiday destination was a wise one,
I have really enjoyed myself in the Tunisian Sahara as a holiday destination
I am sure it was the right thing to visit the Tunisian Sahara as a holiday destination
1.1 WOM :Parasuraman (1990), Zeithmal (1996) et Bigne et al (2005) :
( 4 items)
I will recommend the Tunisian Sahara as a holiday destination to anyone who asks me for advice.
If I have the opportunity to talk about this site, I will provide a good recommendation.
I will say positive things about the Tunisian Sahara as a holiday destination.
Revisit Intention: Gremler et Brown (1996) et Bigné et al (2005) :
(4 items)
If I had to do it again, I would choose the same destination.
The probability to choose the same destination for my next vacation is very high.
16
I will choose a competitor's country for my next vacation
I considered the Tunisian Sahara destination as the first choice for this type of service
Appendix 3 .Purification and reliability of constructs
Dimensions
Reliability of a touristic destination
Items
The Tunisian Sahara is a vacation destination
0,529
0,727
The tourist welcome in the Tunisian Sahara is reliable and consistent
0,587
0,766
There is no psychological and social risk
in the Tunisian Sahara
0,624
0,790
The Tunisian Sahara is a safe destination
0,736
0,858
KMO
0,714
Test of sphericity
0.000
Explained variance
Cronbach's alpha
The Tunisian Sahara is an easily accessible destination
Accessibility of a
61.877%
0.788
0,596
0,772
We can easily get information about the
Tunisian
Sahara
0,541
0,642
The Tunisian Sahara is a destination where you never get bored, there are
always things to discover
0,549
0,741
KMO
0,600
Test of sphericity
0.000
Explained variance
Entertainment of a
Extraction Component
Cronbach's alpha
Culture and atmosphere in the Tunisian
Sahara are very attractive
51.919%
0.534
0,737
0,859
The Tunisian Sahara is a rich entertaining
destination
0,695
0,834
In Tunisian Sahara, the way Tunisian people are dressed is attractive
0,513
0,716
The Tunisian Sahara is a memorable destination rich in potential memories
0,613
0,783
17
KMO
0,789
Test of sphericity
0.000
63.952%
Explained variance
Cronbach's alpha
Tunisians in the Sahara are hospitable and
welcoming
Relational environment of a touristic
destination
0,618
0,786
The Tunisians in the Sahara are compelling and offer a personalized service
0,745
0,863
The Tunisians in the Sahara pay particular
attention to tourists
0,507
0,712
The friendliness of the Tunisians
the Sahara makes you want to return
0,737
0,858
in
KMO
0,786
Test of sphericity
0.000
Explained variance
Cronbach's alpha
The Tunisian Sahara is one of the best
holiday destination I have ever been to
Satisfaction
65.142%
0.821
0,507
0,712
I am satisfied with my decision to visit
The Tunisian Sahara as a holiday destination
0,772
0,878
My choice to visit the Tunisian Sahara as
a holiday destination was a wise one,
0,752
0,867
I have really enjoyed myself in the Tunisian Sahara as a holiday destination
0,794
0,891
I am sure it was the right thing to visit the
Tunisian Sahara as a holiday destination
0,779
0,883
KMO
0,866
Test of sphericity
0.000
Explained variance
Cronbach's alpha
I will recommend the Tunisian Sahara as
a holiday destination to anyone who asks
me for advice.
Word of mouth
(WOM)
0.804
72.073%
0.821
0,731
0,855
If I have the opportunity to talk about this
site, I will provide a good recommendation.
0,825
0,908
I will say positive things about the Tunisian Sahara as a holiday destination
0,580
0,761
KMO
0,639
Test of sphericity
0.000
18
71.208%
Explained variance
Revisit Intention
Cronbach's alpha
If I had to do it again, I would choose the
same destination.
0.797
0,797
0,893
I will choose a competitor's country for
my next vacation
0,824
0,908
I considered the Tunisian Sahara destination as the first choice for this type of service
0,650
0,806
The
probability to
choose the
same destination for my next vacation is
very high.
KMO
0,840
Test of sphericity
0.000
Explained variance
76.610%
Cronbach's alpha
0.889
Source : SPSS results
Appendix4 . Regression results
4.1Results of regression analysis between the experiential quality perceived and satisfaction
Satisfaction
(Dependent Variable)
Experiential quality perceived
t student
β
Significativité
Reliability
9.958
0.632
0.000
Accessibility
8.687
0.580
0.000
Entertainment
10.796
0.662
0.000
Physical environment
6.506
0.470
0.000
10.450
0.651
0.000
Relational environment
4.2Results of regression analysis between the satisfaction and WOM
Word of mouth (WOM)
19
β
t student
14.911
Significativité
0.774
Satisfaction
0.000
4.3Results of regression analysis between the satisfaction and Revisit Intention
Revisit Intention
β
Significativité
0.701
0.000
t student
11.970
Satisfaction
20

The impact of experiential perceived quality of a - URAM

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