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Pikkemaat Birgit
Odkrywanie upodobań turystów - wyniki badań jakościowych w Austrii
Revealing Customer Traveler Preferences - Qualitative Results from Austria
Zeszyty Naukowe / Akademia Ekonomiczna w Poznaniu, 2008, nr 98, s. 62-77, bibliogr. 30 poz.
Słowa kluczowe
Produkt turystyczny, Usługi turystyczne, Jakość usług, Jakość społecznie oczekiwana
Tourist product, Tourism services, Quality of services, Socially expected quality
Przedstawiono krótki przegląd najważniejszych zmian, zachodzących w popycie turystycznym. Przedyskutowano teoretyczne aspekty oczekiwań turysty wobec jakości oraz podstawy oceny jakości przez turystę. Omówiono wyniki badań, których celem była identyfikacja atrybutów wyjazdu wakacyjnego, istotnych z punktu widzenia studentów wyższych uczelni.

Using Zeithamls [1985] model of perceived service quality tourists evaluate the final quality based on their expectations which are influenced by their former experiences and their personal needs and word of mouth. In addition, the perceived quality is influenced by tourists' price perception. As the majority of empirical research on travel behaviour, travel needs and travel quality attributes has been quantitative in nature this empirical study used a qualitative design with open questions referring to holiday priorities and quality evaluation. 100 students have been interviewed during June 2006 in Innsbruck, Austria. The results demonstrate that quality attributes of holidays differ according to the phase of travel decision making. Surprisingly, destination specific factors, such as sun, beach sea or cultural attractions are much more important in the expectation phase of tourists than in travel decision making or in the evaluation phase. Two attributes are important in every phase: the price or more precisely the price-value of a holiday and recovery and relaxation. In the travel decision making phase two restrictions became obvious: time and distance to the destination. Another interesting aspect is the fact that on the one hand accommodation and food is the most important attribute by which the quality of a holiday is judged and it is also important in tourists expectations, but on the other hand it is not very important in the travel decision making phase. Sport and entertainment are very relevant attributes for students- but they don't use these attribute for evaluating holidays. For further research into tourists' evaluation of quality it is of utmost importance to enhance efforts in qualitative surveys. (original abstract)
Dostępne w
Biblioteka Główna Uniwersytetu Ekonomicznego w Krakowie
Biblioteka Główna Uniwersytetu Ekonomicznego w Katowicach
Biblioteka Główna Uniwersytetu Ekonomicznego w Poznaniu
Biblioteka Główna Uniwersytetu Ekonomicznego we Wrocławiu
Pełny tekst
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