Acta Univ. Agric. Silvic. Mendelianae Brun. 2013, 61, 2917-2922

https://doi.org/10.11118/actaun201361072917
Published online 2013-12-24

The impact of factors influencing destination quality on overall customer satisfaction

Ida Vajčnerová1, Jakub Šácha2, Kateřina Ryglová3

1Department of Management, Mendel Univerzity in Brno, Zemědělská 1, 613 00 Brno, Czech Republic
2Department of Statistics and Operation Analysis, Mendel Univerzity in Brno, Zemědělská 1, 613 00 Brno, Czech Republic
3Department of Marketing and Trade, Mendel Univerzity in Brno, Zemědělská 1, 613 00 Brno, Czech Republic

The paper deals with problems concerning tourist destination quality and the impact of individual factors on the overall satisfaction of a customer – a visitor to a destination. The methodology is based on the evaluation of individual factors that were identified on the basis of previously conducted researches and that consider all attributes of a destination which visitors are able to evaluate on the basis of their experience and consequent satisfaction. The used data were obtained by a questionnaire surveys, the evaluation is qualitative, and the ten-degree Likert scale is used. The practical part of the paper will focus on creating a multidimensional regression model for overall customer satisfaction for evaluating individual quality factors. The objective of the paper is to identify factors that influence overall customer satisfaction the most; this will be done on the basis of the statistical importance of individual regression parameters. The analysis will be conducted for the data from the regions of Lednice-Valtice Area and Znojemsko and Podyjí; subsequently these two regions will be compared.

References

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