Strategic quadrants and service quality: tourist satisfaction in Portugal

Abstract

The main objective of this study is to examine the tourist satisfaction levels in Portugal across various segments by comparing tourists' expectations with service performance. This paper applies expectancy-disconfirmation theory for this purpose. Data were collected through personal interviews of 221 tourists in Lisbon regarding the importance they attach to attributes of tourism and service delivery. The importance-performance analysis identified gaps between tourists' expectations and actual service performance. Overall, most of the tourists in Lisbon are concerned with safety, cleanliness, and price levels. Though tourist segments have differing needs, male and female tourists seem to have similar perceptions and preferences overall. Both package tourists and domestic tourists are not satisfied with the local food. It is further suggested that the friendliness of the local people and the local food could be highlighted in the tourism promotional campaigns. In the future, data could be collected from other tourist segments based on tourists' age and the purpose of their visit.