Tourism Destination Quality

Attributes and Dimensions

Arthur Seakhoa-King, Marcjanna M Augustyn, Peter Mason

• Publisher: Emerald Publishing Limited
• Year: 2020
• ISBN:
  9781839095603
• Topic: Negocios y empresa
• Subtopic: Hostelería, viajes y turismo

Tourism Destination Quality: Attributes and Dimensions presents new research on tourism destination quality. It is based on results from the first major empirical study (the TDQ study) that examined what tourists associate with tourism destination quality. It explains why respondents strongly associate attributes and dimensions identified in the TDQ study with destination quality.
The book critically compares dimensions of tourism destination quality established in the TDQ study with dimensions of product quality, service quality, place quality and destination service/product quality. To illustrate the applicability and varying importance of dimensions established in the empirical study, case studies of actual tourism destinations are also presented.
The empirical evidence provided in this book demonstrates that tourists view destination quality holistically and from the 'quality of opportunity perspective' in terms of conformance to tourists' requirements, which are conditions suitable for pursuing tourist activities and interests.
Future directions for research are provided, as well as a diagnostic tool for tourism destination managers and planners. This has been designed to help identify strategic quality improvement areas and to enable competition based on quality in various tourism destination contexts.

Chapter 1

Introduction

Since the era of mass tourism that began in the mid-1960s, the major strategy that appears to have been applied on a large scale by the tourism industry, almost everywhere across the world, can be summarised as ‘pile 'em high, sell 'em cheap’ (Mason, 2015; Mowforth & Munt, 1998). In this approach, it is clearly quantity not quality that matters. Initially it brought great benefits in terms of low-cost travel, meaning much greater access to cheap holidays for millions of people. However, this form of mass tourism has been challenged since at least the beginning of the millennium, in relation to the damaging effects it can have on local environments and socio-economic conditions in destinations. This has led to not only changes in conceptualisations of tourism, but importantly, in relation to this book, at applied levels in terms of strategic approaches in tourism planning and marketing of destinations (Morgan, Pritchard, & Pride, 2010).

Today, the ever-intensifying global competition among tourism destinations, combined with increasingly knowledgeable tourists, call for crafting robust strategies to enable destinations to compete effectively in the marketplace and to mitigate challenges facing them. While destination managers can choose from several strategic options to attract and retain loyal tourists and to outperform competing destinations, the growing importance of competing on quality has been recognised by both tourism practitioners and researchers (Augustyn, 1998a, 1998b). This is not surprising given that more experienced and sophisticated tourists are increasingly less willing to compromise and accept tourism products of mediocre quality (Anjos, Meira, Pereira, & Limberger, 2017; Lian & Denstadli, 2010). If tourists are not happy with destination quality, they are more inclined to visit or recommend competing destinations and to claim compensation for tourism products of inferior quality (Kindon, 2018; Laws, 2002; MacFarlane, 2018; Sharpley & Forster, 2003). Furthermore, unhappy tourists share their negative experiences with other tourists (Sahin, Gulmez, & Kitapci, 2017) through multiple communication channels, including powerful digital and social media. Unhappy tourists spread the bad news fast to multiple potential tourists who may create a negative image of a place they would otherwise visit (Yan, Zhou, & Wu, 2018). Because the negative opinions about a destination come directly from tourists, other tourists regard them as more credible, which can negatively impact tourist destination choice (Su & Teng, 2018).

A strategy based on continuous quality improvements can yield several benefits for tourism destinations. One of the most often cited benefits of quality improvement is that it enhances tourist loyalty (Akroush, Jraisat, Kurdieh, AL-Faouri, & Qatu, 2016; Lenehan & Harrington, 1998; Wang, Tran, & Tran, 2017). By looking after visitors, a tourism destination can generate repeat visits and may attract new tourists from positive ‘word of mouth’ communication (Augustyn & Ho, 1998; Tian-Cole & Crompton, 2003). Given that it could cost as much as six times more to attract new tourists than to keep the existing ones (Evans & Lindsay, 2016), a strategy that enables tourism destinations to retain loyal tourists is certainly cost effective (Lenehan & Harrington, 1998). Moreover, by adopting a strategy based on continuous quality improvement, a tourism destination can differentiate its offerings and gain sustainable competitive advantage over rival destinations (Campos-Soria, González, & Ropero, 2005; Garrigos-Simon, Narangajavana-Kaosiri, & Narangajavana, 2019; Manhas & Dogra, 2013). Competing on quality is known to be more effective in outperforming competitors than alternative strategies such as competing on price (Augustyn, 2002; Keane, 1996; Porter, 1985). The reason is that a strategy based on price can be easily copied, i.e. if a tourism destination lowers its prices, competitors can easily respond by cutting theirs. By way of contrast, because a strategy based on quality is concerned with the unique manner in which a tourism destination improves its products, such improvements and reputation for high quality are usually difficult for competitors to copy (Elshaer & Augustyn, 2016a; Gronroos, 2000).

Competing on quality requires assessing and measuring current quality levels to identify areas needing improvement and to design winning strategies (Augustyn, 1998b; Canalejo & del Río, 2018; Deming, 1982; Ryan & Cliff, 1997). However, a review of the existing literature indicates that as yet no adequate tool for measuring tourism destination quality has been developed; a tool that would aid tourism destination managers in their identification of strategic areas for quality improvement and opportunities to compete on quality. This may be due to insufficient knowledge of what to measure as regards tourism destination quality. Indeed, there seems to be no published prior study examining how tourists understand destination quality. Yet, establishing attributes and dimensions of tourism destination quality from the tourists' perspective is a pre-requisite step for developing tools for measuring destination quality because tourists, as consumers, are and should be the main judges of tourism destination quality (Augustyn, 1998b; Seakhoa-King, 2007; Weiermair, 1997).

This book aims to bridge these important gaps in theory and practice. Specifically, this book investigates what tourists associate with tourism destination quality in terms of its attributes and dimensions, using results from the authors' primary sequential qualitative and quantitative research study (hereafter called the ‘TDQ study’). Furthermore, this book examines whether there are any meaningful significant differences among various groups of respondents based on their socio-economic and travel characteristics. It explains reasons why tourists strongly associate dimensions identified in the TDQ study with tourism destination quality and why some tourists may differ in what they associate with destination quality depending on their gender, age, income, tourist activity, last destination visited (domestic or international) and travelling with or without children.

In addition, the book also compares dimensions of tourism destination quality established in the TDQ study, with dimensions of product quality, service quality, place quality, destination service/product quality, which are reviewed and critically discussed in the following chapters of the book. What ‘Tourism Destination Quality’ is from the tourists' perspective and relative to other conceptualisations of quality found in the literature is indicated in the book. To illustrate the applicability and varying importance of dimensions established in the TDQ study, case studies of actual tourism destinations are also discussed. Finally, based on the results of the TDQ study, this book proposes a diagnostic tool for tourism destination managers and planners, designed to help identify strategic quality improvement areas and to compete on quality in various tourism destination contexts.

The process of establishing the attributes and dimensions of tourism destination quality from the tourists' perspective that this book presents follows a robust methodology. A sequential mixed method research approach is adopted to collect and analyse data. The qualitative phase of the TDQ study explores what tourists associate with tourism destination quality in terms of its attributes and dimensions. Qualitative data from 41 in-depth interviews conducted in the TDQ study are analysed using a constant-comparison method (Glaser & Strauss, 1967).

The findings from the qualitative phase of the TDQ study are subsequently used for designing a quantitative research instrument for the second phase of the research. Using a sample of 806 tourists, the quantitative phase of the TDQ study examines whether the emergent attributes and dimensions of tourism destination quality identified in the qualitative phase of the TDQ study are representative of the whole population of tourists. Following an analysis of descriptive statistics, validity, reliability and internal consistency of each study construct, the attributes and dimensions tourists most strongly associate with destination quality are identified. Finally, using parametric and non-parametric tests the TDQ study examines whether there are any meaningful, significant differences in what tourists associate with tourism destination quality among various groups of respondents based on their socio-economic and travel characteristics. Eta squared (η2) is used to assess the meaningfulness of statistically significant findings.

As far as the authors are aware, this is the first book that establishes attributes and dimensions of tourism destination quality from the tourists' perspective. This is also the first book that proposes a diagnostic tool for destination managers and planners based on the findings of a major original empirical study (the TDQ study) that this book presents.

The empirical evidence provided in this book extends our knowledge about the impacts of socio-economic factors and travel characteristics on tourists' perceptions and evaluations of destinations. The findings of the TDQ study also extend our knowledge about quality as a concept in relation to the established quality management, services marketing, and geographical perspectives on what quality is and how to measure it.

The original findings presented in this book have significance for both academic researchers and practitioners (tourism destination managers, planners, consultants) interested in measuring tourism destination quality. The findings could be used in designing scales for conducting evaluative and benchmarking studies aimed to ascertain and/or compare levels of tourism destination quality. Furthermore, the findings could be used by researchers who examine relationships between tourism destination quality and other phenomena such as the quality of tourist experience, tourist satisfaction, tourist behavioural intentions, destination image, performance and competitiveness.

The original findings of the TDQ study may inform policy makers on destination quality standards. They may also encourage destination practitioners to review their approaches to measuring, improving and managing tourism destination quality.

In terms of its structure, this book consists of eight chapters and several appendices. This introductory chapter has discussed the rationale for the book, as well as its aims and objectives and outlined the research approach, key findings, contributions and implications for research practice. The objectives and key topics discussed in subsequent chapters are presented below.

Chapter 2, Approaches to Conceptualising and Measuring Quality, sets the scene for the rest of the book by investigating the major perspectives on conceptualising and measuring quality: the quality management, services marketing and geographical perspectives. It discusses the major theoretical contributions within each field, focusing on what quality is and how to measure it. It critically discusses the merits and limitations of each perspective. The chapter also compares the three perspectives and notes the major similarities and differences in quality conceptualisation and measurement. The knowledge gained from the critical review of the key perspectives on conceptualising and measuring quality informs the interpretation of the results of the empirical TDQ study presented in this book. It also informs the formulation of implications of the TDQ study's findings for the measurement of tourism destination quality and for the design of the tool that is intended to assist destinations in achieving quality, and that this book proposes.

Chapter 3, Conceptualising and Measuring Quality in Tourism, critically discusses major approaches to conceptualising and measuring quality in tourism studies and in the context of tourism destinations in particular. It notes that to date the services marketing perspective has been most influential in the study of quality in tourism. This chapter then addresses the question of whether the services marketing perspective provides an adequate basis for conceptualising and measuring tourism destination quality. Chapter 3 also discusses limitations of prior studies that attempted to measure destination service quality or destination product quality and provides a rationale for the need to conceptualise tourism destination quality from the tourists' perspective. Finally, Chapter 3 discusses factors that could affect what tourists associate with destination quality.

Chapter 4, Methodology of the TDQ Study, introduces the overall methodology of the empirical research and discusses its philosophical underpinnings. The chapter provides a detailed account of two distinct sequential phases of the TDQ study that comprise a qualitative exploratory phase and a quantitative descriptive and explanatory phase. The chapter also explains reasons for the methodological choices made in this study, including the choice of the overall research approach, data collection techniques, sampling procedures and analytical techniques.

Chapter 5, Findings of the Qualitative Phase of the TDQ Study, presents findings from the qualitative phase of the empirical TDQ study that explores what tourists associate with tourism destination quality in terms of its attributes and dimensions. Based on the results of this exploratory study, tourism destination quality is defined as conformance to tourist requirements. 75 attributes of tourism destination quality are categorised into 12 dimensions of tourism destination quality. The definitions of each dimension are provided at the end of Chapter 5.

Chapter 6, Findings of the Quantitative Phase of the TDQ Study, presents results from the quantitative phase of the empirical TDQ study that tests the results obtained in the preceding qualitative phase presented in Chapter 5. Specifically, this chapter examines whether the emergent attributes and dimensions of tourism destination quality are representative of the whole population of tourists. It also establishes which attributes and dimensions tourists most strongly associate with destination quality. Furthermore, this chapter presents results of statistical tests aimed at establishing whether there are any meaningful significant differences in what tourists associate with tourism destination quality among various groups of respondents based on their socio-economic and travel characteristics, such as gender, age, income, respondent origin, main tourist activity (sightseeing, sporting, entertainment and culture), and length of stay, travelling with/without children, last destination visited (domestic or international), and length of time since visiting last destination.

Chapter 7, Discussion of the TDQ Study's Findings, considers the qualitative and quantitative findings presented in Chapters 5 and 6 in relation to the literature reviewed in Chapters 2 and 3 and the wider theoretical context. It explains reasons why tourists strongly associate dimensions identified in the TDQ study with destination quality. It also explains why some tourists may differ in what they associate with tourism destination quality depending on their gender, age, income, tourist activity, last destination visited (domestic or international) and travelling with or without children. Chapter 7 also compares dimensions of tourism destination quality established in the TDQ study, with other dimensions of quality reviewed and critically discussed in Chapters 2 and 3. It also specifies what ‘Tourism Destination Quality’ is from the tourists' perspective and relative to other conceptualisations of quality found in the literature. Finally, to illustrate the applicability and varying importance of the dimensions that have been indicated in this primary research, case studies of actual tourism destinations are presented in Section 7.6.

Chapter 8, Conclusions and Recommendations, highlights the original contributions of this book, acknowledges its limitations and makes recommendations for further research and practice. It also proposes a tool for tourism destination managers designed to help identify strategic quality improvement areas and to compete on quality in various tourism destination contexts.

Appendices contain additional information, including the research questionnaire, detailed data analysis tables and a list of tourism destination dimensions with associated attributes established in the TDQ study.

Chapter 2

Approaches to Conceptualising and Measuring Quality

2.1 Introduction

This chapter investigates how quality has been conceptualised and measured from the quality management, services marketing and geographical perspectives. It discusses major theoretical contributions within each field as well as the merits and limitations of each perspective, especially with regard to each perspective's stance on what quality is and how to measure it. This chapter also compares the three perspectives and notes the major similarities and differences in quality conceptualisation and measurement.

It is important to review literature within these domains for several reasons. Firstly, conceptualising and measuring quality originates from the quality management field (Umble, 2000). Although this perspective has been widely applied in a range of industries, it has received less attention within tourism. Consequently, a review of quality management literature is essential to gaining knowledge about core quality definitions and dimensions and to understanding why these may or may not be applicable to tourism destination quality. Secondly, although literature on quality management has not been used extensively in tourism studies, it is the services marketing literature that has mainly informed the debates and studies on various aspects of tourism quality. Therefore, a review of the services marketing approaches to conceptualising and measuring quality is also essential to understanding the origins of quality attributes, dimensions and measures widely used in examining quality of individual tourism services. Thirdly, conceptualisation and measurement of quality within both the quality management and services marketing fields mainly concerns organisations as units of analysis. Given that tourism destinations are places where tourist activities occur, it is essential to consider how quality of place has been conceptualised and measured in geographical literature.

The knowledge gained from the critical review of the key perspectives on conceptualising and measuring quality informs the interpretation of the results of the empirical TDQ study presented in this book. It also informs the formulation of implications of the TDQ study's findings for the measurement of tourism destination quality and for the design of the tool that is intended to assist destinations in achieving quality, and that this book proposes.

2.2 Conceptualising and Measuring Quality: The Quality Management Perspective

At its most basic, quality means ‘excellence’ (Oxford University Press, 2011). Yong and Wilkinson (2002) indicate that this definition derives from the Greek word ‘arete’, meaning ‘superiority’ or being the ‘best’. Meanwhile, for Sebastianelli and Tamimi (2002) this definition of quality originates from philosophy, especially from the work of Plato. Sebastianelli and Tamimi (2002) draw a parallel between Plato's description of beauty...

Table of contents

• Cover
• Title
• Copyright
• Contents
• List of Figures
• List of Tables
• About the Authors
• Preface
• Acknowledgements
• Chapter 1 Introduction
• Chapter 2 Approaches to Conceptualising and Measuring Quality
• Chapter 3 Conceptualising and Measuring Quality in Tourism
• Chapter 4 Methodology of the TDQ Study
• Chapter 5 Findings of the Qualitative Phase of the TDQ Study
• Chapter 6 Findings of the Quantitative Phase of the TDQ Study
• Chapter 7 Discussion of the TDQ Study's Findings
• Chapter 8 Conclusions and Recommendations
• Appendices
• References
• Index