Lithuanian tourist satisfaction index model

Abstract

The intensifying competition in the tourism market forces travel agencies and tour operators to seek for new and improved ways for customer attraction and retention. Tourist satisfaction is an important factor to work on in achieving a tourism organization’s goals; however, the real company’s competitive advantage unfolds in the potential of loyal customers. Seeking for better ways to retain loyal customers, the aim of our research is to reveal core factors affecting Lithuanian tourist loyalty. During the research, the variables of the previously elaborated Lithuanian Tourist Satisfaction Index model (activities in the destination, destination marketing, environmental preservation, and natural features) were analysed in a framework of their impact on tourism satisfaction and loyalty. Moreover, direct and indirect relations and interrelations between variables were measured. [...]