Exploring Factors Shaping Tourist Satisfaction: A Case Study of the Chefchaouen Destination in Morocco
Abstract
This study aims to identify determinants of tourist satisfaction in Chefchaouen, an authentic destination in the north-eastern of Morocco. Our study identifies factors that contribute more to tourists’ satisfaction and comes up with recommendations.
Methodologically, an extended bibliographical review is presented to establish the hypotheses and the research conceptual model. A deductive approach is suitable for this study. It is a quantitative study based on a survey filled out by tourists on a visit to produce results.
The results of our study show that two dimensions ‘joy’ and ‘positive surprise’ have a direct and positive influence on tourist satisfaction. the results also show that staying in Chefchaouen gives them joy, pleasure, a sense of wonder, inspiration, and amazement. Generally, this destination provides them with pleasant and surprising experiences.
Our study also has some limitations due to the small size of our sample and its composition. It neglects domestic tourists All these limitations constitute new research perspectives in marketing tourist destinations. This research is original because it reveals to Chefchaouen and other destination marketing managers, the importance of emotional dimensions in evaluating the destination tourist experience.
References
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[5] Auliya, A., Prianti, D.M. 2022. Influence of Destination Attributes on Tourists’ Satisfaction and Their Impact on Tourists’ Loyalty, Pramuka Island Proceedings, 83(1), 28. https://doi.org/10.3390/proceedings2022083028
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[8] Berriane, M. 2020. Emergence of New Tourist Destinations in the Mediterranean Hinterlands – The Case of the Chefchaouen Region (Morocco), Zeitschrift für Tourismuswissenschaft, 12(2), 158-183. https://doi.org/10.1515/tw-2020-0016
[9] Breiby, M. A., and Slåtten, T. 2015. The effects of aesthetic experiential qualities on tourists` positive emotions and loyalty: A case of a Nature-Based Context in Norway. Journal of Quality Assurance in Hospitality and Tourism, 16(4), 323 346. https://doi.org/10.1080/1528008x.2015.1016591
[10] Carr, E. G., Dunlap, G., Horner, R. H., Koegel, R. L., Turnbull, A. P., Sailor, W., Anderson, J. L., Albin, R. W., Koegel, L. K. Fox, L. 2002. Positive Behavior Support: Evolution of an Applied Science. Journal of Positive Behavior Interventions, 4(1), 4–16. https://doi.org/10.1177/109830070200400102
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[13] Christina, G. and Qu, H. 2008. Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: an integrated approach. Tourism Management, 29(4), 624 636. https://doi.org/10.1016/j.tourman.2007.06.007
[14] Christou, P., Sharpley, R. and Farmaki, A. 2018. Exploring the emotional dimension of visitors’ satisfaction at cultural events. Event Management, 22(2), 255 269. https://doi.org/10.3727/152599518x15173355843389
[15] Currie, R. R. 1997. A pleasure-tourism behaviours framework. Annals of Tourism Research, 24(4), 884–897.
[16] de Rojas, C. and Camarero, C. 2008. Visitors' experience, mood and satisfaction in a heritage context: Evidence from an interpretation centre. Tourism Management, 29(3), 525–537. https://doi.org/10.1016/j.tourman.2007.06.004
[17] De Aguiar Pereira E Pestana, M. H., Parreira, A., and Moutinho, L. 2020. Motivation, emotions and satisfaction: the keys to a tourism destination choice. Journal of Destination Marketing and Management, 16, 100332. https://doi.org/10.1016/j.jdmm.2018.12.006
[18] El Archi, Y., and Benbbe, B. 2023. The Applications of Technology Acceptance Models in Tourism and Hospitality Research: A Systematic Literature Review. Journal Of Environmental Management And Tourism, 14(2), 379 - 391. https://doi:10.14505/jemt.v14.2(66).08
[19] El Archi, Y., Benbba, B., Zhu, K., El Andaloussi, Z., Pataki, L., and Dávid, L. D. 2023. Mapping the Nexus between Sustainability and Digitalization in Tourist Destinations: A Bibliometric Analysis. Sustainability, 15(12), 9717. https://doi.org/10.3390/su15129717
[20] Ene, D. and Schofield, P. 2011. An integrated approach to consumer decision making for budget city breaks. The role of Emotion. International Journal of Tourism Research, 13(4), 368 383. https://doi.org/10.1002/jtr.855
[21] Goossens, C. 2000. Tourism information and pleasure motivation. Annals of Tourism Research, 27(2), 301 321. https://doi.org/10.1016/s0160-7383(99)00067-5
[22] Gountas, J. and Gountas, S. 2007. Personality orientations, emotional states, customer satisfaction, and intention to repurchase. Journal of Business Research, 60(1), 72-75. https://doi.org/10.1016/j.jbusres. 2006.08.007
[23] Hawkins, Del I. and Mothersbaugh, David L. 2013. Consumer Behavior: Building marketing strategy (Ed. 12th). New York: McGraw Hill.
[24] Hirschman, E.C., and Holbrook, M.B. 1982. Hedonic Consumption: Emerging Concepts, Methods and Propositions. Journal of Marketing, 46(3), 92-101. https://doi.org/10.2307/1251707
[25] Hosany, S., and Gilbert, D. 2009. Measuring tourists’ emotional experiences toward hedonic holiday destinations. Journal of Travel Research, 49(4), 513 526. https://doi.org/10.1177/0047287509349267
[26] Hosany, S. 2012. Appraisal determinants of tourist emotional responses. Journal of Travel Research, 51(3), 303–314. https://doi.org/10.1177/0047287511410320
[27] Hosany, S., and Prayag, G. 2013. Patterns of tourists’ emotional responses, satisfaction, and intention to recommend. Journal of Business Research, 66(6), 730 737. https://doi.org/10.1016/j.jbusres.2011.09.011
[28] Huang, S., Weiler, B., and Assaker, G. 2014. Effects of interpretive guiding outcomes on tourist satisfaction and behavioral intention. Journal of Travel Research, 54(3), 344 358. https://doi.org/10.1177/0047287513517426
[29] Johann, M., and Anastassova, L. 2014. The perception of tourism product quality and tourist satisfaction: the case of Polish tourists visiting Bulgaria. European Journal of Tourism Research, 8, 99 114. https://doi.org/10.54055/ejtr.v8i.153
[30] Ladwein R. 2003. Les méthodes de l’appropriation de l’expérience de consommation : le cas du tourisme urbain. In Remy E., Garubuau-Moussaoui I., Desjeux D., Filser M. (éds.), Société, consommation et consommateurs. L’Harmattan, Paris.
[31] Mannell, R. C., and Iso-Ahola, S. E. 1987. Psychological nature of leisure and tourism experience. Annals of tourism research, 14(3), 314-331. https://doi.org/10.1016/0160-7383(87)90105-8
[32] Mathes, E. W., and Severa, N. 1981. Jealousy, romantic love, and liking: Theoretical considerations and preliminary scale development. Psychological Reports, 49(1), 23–31. https://doi.org/10.2466/pr0.1981.49.1.23
[33] Meng, S., Liang, G., and Yang, S. 2011. The relationships of cruise image, perceived value, satisfaction, and post-purchase behavioral intention on Taiwanese tourists. African Journal of Business Management, 5(1), 19 29. https://doi.org/10.5897/ajbm10.260
[34] Mitas, O., Yarnal, C., Adams, R., and Ram, N. 2012a. Taking a ‘Peak’ at Leisure Travelers' Positive Emotions. Leisure Sciences, 34(2), 115-135. https://doi.org/10.1080/01490400.2012.652503
[35] Mitas, O., Yarnal, C., and Chick, G. 2012b. Jokes build community: mature tourists' positive emotions. Annals of Tourism Research, 39(4), 1884 1905. https://doi.org/10.1016/j.annals.2012.05.003
[36] Moon, H., and Han, H. 2018. Destination attributes influencing Chinese travellers’ perceptions of experience quality and intentions for island tourism: a case of Jeju Island. Tourism Management Perspectives, 28, 71 82. https://doi.org/10.1016/j.tmp.2018.08.002
[37] Nawijn, J. 2011. Happiness through vacationing: Just a temporary boost or long-term benefits? Journal of Happiness Studies: An Interdisciplinary Forum on Subjective Well-Being, 12(4), 651–665. https://doi.org/10.1007/s10902-010-9221-y
[38] Nawijn, J., and Biran, A. 2018. Negative Emotions in Tourism: A Meaningful Analysis. Current Issues in Tourism, 22(19), 2386 2398. https://doi.org/10.1080/13683500.2018.1451495
[39] Nyadzayo, M. W., and Khajehzadeh, S. 2016. The Antecedents of Customer Loyalty: A moderated mediation model of customer relationship management quality and brand image. Journal of Retailing and Consumer Services, 30, 262 270. https://doi.org/10.1016/j.jretconser.2016.02.002
[40] Oliver, R. L. 1980. A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460–469. https://doi.org/10.2307/3150499
[41] Oliver, R. L. 1999. Whence consumer loyalty? Journal of Marketing, 63, 33. https://doi.org/10.2307/1252099
[42] Pearce, P. L. 2009. The relationship between positive psychology and tourist behavior studies. Tourism Analysis, 14(1), 37 48. https://doi.org/10.3727/108354209788970153
[43] Pizam, A. and Mansfeld, Y. (1999) Consumer Behavior in Travel and Tourism. Haworth Hospitality Press.
[44] Prayag, G., Hosany, S., and Odeh, K. 2013. The role of tourists’ emotional experiences and satisfaction in understanding behavioral intentions. Journal of Destination Marketing and Management, 2(2), 118 127. https://doi.org/10.1016/j.jdmm.2013.05.001
[45] Prayag, G., Hosany, S., Muskat, B., and del Chiappa, G. (2016). Understanding the Relationships between Tourists’ Emotional Experiences, Perceived Overall Image, Satisfaction, and Intention to Recommend. Journal of Travel Research, 56(1), 41-54. https://doi.org/10.1177/0047287515620567
[46] Prayag, G., Hosany, S., Muskat, B., and Del Chiappa, G. 2016. Understanding the relationships between tourists’ emotional experiences, perceived overall image, satisfaction, and intention to recommend. Journal of Travel Research, 56(1), 41 54. https://doi.org/10.1177/0047287515620567
[47] Ramkissoon, H., Smith, L. D. G., and Weiler, B. 2013. Testing the dimensionality of place attachment and its relationships with place satisfaction and pro-environmental behaviours: A structural equation modelling approach. Tourism Management, 36, 552–566. https://doi.org/10.1016/j.tourman.2012.09.003
[48] Ridwan, M., and Aini, W. 2019. Perencanaan Pengembangan Daerah Tujuan Pariwisata. Deepublish.
[49] Rubin, Z. (1970). Measurement of romantic love. Journal of Personality and Social Psychology, 16(2), 265-273. https://doi.org/10.1037/h0029841
[50] Santana, A. A., and Gil, S. M. 2018. Understanding tourism loyalty: horizontal vs. destination loyalty. Tourism Management, 65, 245 255. https://doi.org/10.1016/j.tourman.2017.10.011
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Published
2023-09-29
How to Cite
EL KHADAR, Mariame.
Exploring Factors Shaping Tourist Satisfaction: A Case Study of the Chefchaouen Destination in Morocco.
Journal of Environmental Management and Tourism, [S.l.], v. 14, n. 6, p. 2745 - 2754, sep. 2023.
ISSN 2068-7729.
Available at: <https://journals.aserspublishing.eu/jemt/article/view/8094>. Date accessed: 17 may 2024.
doi: https://doi.org/10.14505/jemt.v14.6(70).22.
Section
Article
Copyright© 2023 The Author(s). Published by ASERS Publishing 2023. This is an open access article distributed under the terms of CC-BY 4.0 license.