Seniors' perceptions of service features on outbound group package tours

Kuo Ching Wang, Ai Ping Ma, Mei Ting Hsu, Po Chen Jao, Ching Wen Lin

Research output: Contribution to journalArticle

31 Citations (Scopus)

Abstract

The objective of this study is to develop scales addressing seniors' perception of group package tour service features (GPTSFs) in Taiwan and China, and thus extend the existing literature regarding the service quality theory. This research used a qualitative method to generate sample items and a quantitative approach to develop and validate GPTSF scales. Findings from a survey with 239/217 experienced senior tourists from Taiwan/China identify five important factors (i.e., tour leader and tour guide, restaurant, hotel, coach, and scenic spot) among seniors in Taiwan and three factors (i.e., pre-tour briefing, restaurant, and optional tour) among seniors in China. Based on our findings, travel agencies can adjust their managerial directions to make them flexible enough to react efficiently to environmental changes and consumer needs.

Original languageEnglish
Pages (from-to)1021-1027
Number of pages7
JournalJournal of Business Research
Volume66
Issue number8
DOIs
Publication statusPublished - 2013 Aug 1

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Keywords

  • Group package tour (GPT)
  • Senior
  • Service features (SF)

ASJC Scopus subject areas

  • Marketing

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