TOURIST SATISFACTION日语等级考试
A Cognitive-Affective Model
Ignacio Rodrı´guez del Bosque He
´ctor San Martı´n University of Cantabria,Spain
Abstract:This study aims to contribute to the advancement of knowledge in the consumer psychology of tourism by carrying out an exploration of the cognitive and affective psycholog-ical process which an individual goes through during the pre-experience and post-experience stages.Thus,a model explaining the interrelationships between psychological variables of the tourist is developed.The rearch was conducted with 807individuals visiting a destination in Spain.The results show that preconceived image of the3destination influ-ences expectations and tourist loyalty.Additionally,there is support for the impact of expec-tations and emotions on satisfaction,which has a significant influence on behavioral intentions.Finally,veral academic and managerial implications are outlined.Keywords:sat-isfaction,image,cognitions,emotions,loyalty.Ó2008Published by Elvier Ltd.
INTRODUCTION
Knowledge of consumer psychology is extremely important in deter-mining the success of destinations.Recently,the need to examine the psychological process which an individual goes through during the pre-experience and post-experience stages is acknowledged in the psy-chology and tourism framework (Swarbrooke and Horner 2001).In this n,an in-depth exploration of psychological concepts such as atti-tudes,decision making process,emotions,experience and satisfaction or loyalty is necessary for understanding the consumer psychology of tourism,hospitality and leisure (Crouch,Perdue,Timmermans and Uy-sal 2004).Many of the variables integrate the so-called satisfaction pro-cess,which is one of the most interesting themes in psychology and consumer behavior.Since satisfaction was introduced as a field of study,a considerable number of studies have focud on this concept.This is becau it is conceived as the key to business success in today’s competitive land-scape (Morgan,Attaway and Griffin 1996).Past rearch has analyzed both the nature of this judgment (Gie and Cote 2000)and its antecedents and conquences (Mano and Oliver 1993;Oliver 1980;Ignacio Rodr ı´guez del Bosque is a Professor of Marketing at the University of Cantabria (Santander,Spain.Email <rbosquei@unican.es>).He ´ctor San Mart ı´n is an Associate Professor of Marketing at the same institution.Their most important rearch interests are tourist destination marketing,with emphasis on destination image and tourist satisfaction,relationship marketing,and the psychology of consumer behavior (trends in cognitive and affective process).改革开放英语
Annals of Tourism Rearch,Vol.35,No.2,pp.551–573,20080160-7383/$-e front matter Ó2008Published by Elvier Ltd.Printed in Great Britain
doi:10.1016/j.annals.2008.02.006
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552I.R.del Bosque,H.San Martı´n/Annals of Tourism Rearch35(2008)551–573 Spreng and Chiou2002).Recently,the cognitive-affective nature has been acknowledged in literature(Jun,Hyun,G
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entry and Song2001; Van Dolen,De Ruyter and Lemmink2004).In addition,it has recently been propod that not only the cognitions–such as expectations and disconfirmation–,but also emotions can play an important role in sat-isfaction formation(Oliver1993;Wirtz,Mattila and Tan2000;Yu and Dean2001).
In tourism satisfaction has also been examined in travel agencies, accommodation,destinations and tours(Baker and Crompton2000; Bigne´,Sa´nchez and Sa´nchez2001;Joppe,Martin and Waalen2001;Ko-zak2001;Lee,Lee and Lee2005;Rodrı´guez del Bosque,San Martı´n and Collado2006;Yoon and Uysal2005).However,more effort is needed to investigate the tourist satisfaction process.More concretely, an analysis of the variables and their interrelationships in this process is required for a better understanding of the consumer psychology of tourism.Similarly,destination image has been extensively analyzed becau it is considered a key variable in individual behavior.Image is conceived as a reprentation of the tourist destination in the indi-vidual’s mind.The nature and formation of this concept,as well as its influence on the choice process has been explored(Baloglu and McCleary1999;Echtner and Ritchie1993;Gallarza,Gil and Caldero´n 2002;Woodside and Lysonski1989).Unfortunately,little theoretical and empirical rearch has been done on its influence during the dif-ferent stages of the satisfaction process.
The study of tourist satisfaction is a critical issue not only for academ-ics and managers,but also for individuals themlves(and their socie-ties).According to previous studies,life satisfaction is related to the individual’s satisfaction with health,work,family,or leisure(Ferna´n-dez-Ballesteros,Zamarro´n and Ruı´z2001).Satisfaction with tourist experiences contributes significantly to life satisfaction(Neal,Sirgy and Uysal1999),which is one of the central concepts of individual well-being(Oishi2006).Two main approaches to defining well-being are ud:the hedonic and eudaimonic views(Ryan and Deci2001). The hedonic well-being is the momentary pleasure achieved through the satisfaction of subjective short-term satisfaction.The eudaimonic well-being refers to lf-realization through the satisfaction of deeply held needs or long-term satisfaction.Tourist experiences may contribute to both states,hedonic(for example,by satisfying the need to relax after a holiday stay)and eudaimonic(by satisfying the basic needs of competence and relatedness through experiences over time).Finally,well-being is one of the most important ways to asss the quality of life of societies(Diener,Oishi and Lucas 2003).
In this context,bad on the theoretical foundations on psychology and behavior,this rearch aims to contribute to the advancement of knowledge in the consumer psychology of tourism by developing a the-oretical model that explains the interrelationships between attitudes, prior beliefs,post-experien
ce asssments and behavioral intentions of the tourist.In this n,the intention of this study is to explore in depth the cognitive and affective psychological process which an
I.R.del Bosque,H.San Martı´n/Annals of Tourism Rearch35(2008)551–573553 individual goes through during the pre-experience and post-experi-ence stages,as well as the influence of the preconceived image of a des-tination on different variables of the tourist satisfaction process.
run runCONCEPTUAL FRAME AND TOURIST SATISFACTION MODEL Several competing paradigms in social sciences are ud to explain consumer behavior in tourism.The cognitive and emotional views are two of the most important approaches to explaining decision making and behavior process(Decrop1999).Traditionally,the indi-vidual is considered a rational a cognitive information pro-cessor(Heider1958).Here,the key elements are the mental reprentations of objects such as knowledge or itions. Individuals would process external information of the tourist experi-ence in order to form their own beliefs and judgments.The emotional approach on the contrary is bad on the assumption that feelings are an important component of the experience since destinations are con-sidered to include,for example,nsory pleasures,daydreams and enjoyment(Decrop1999).
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Satisfaction is also studied in line with the above paradigms.In par-ticular,there are significant differences in the conceptualization of this variable(Gie and Cote2000).Most previous studies have ud a cog-nitive approach,defining consumer satisfaction as a post consumption evaluation that a chon alternative at least meets or exceeds expecta-tions(Engel,Blackwell and Miniard1993).However,other studies consider it an emotional respon derived from a consumption experi-ence(Spreng,MacKenzie and Olshavsky1996).Recently,the cognitive-affective nature is recognized in literature(Bowen and Clarke 2002;Jun et al2001;Van Dolen et al2004;Wirtz and Bateson1999). According to this most recent view,satisfaction is defined in this re-arch as an individual’s cognitive-affective state derived from a tourist experience.
In addition,rearch explores both antecedents and conquences of this concept.According to a cognitive approach,satisfaction is the consumer’s respon to the congruence between performance and comparison standard(Oliver1980).In this view,the expectancy dis-confirmation model is the most applied(Wirtz et al2000).In this mod-el,two cognitive judgments play an important role in satisfaction formation,predictive expectations and disconfirmation.Disconfirma-tion is the major determinant of this concept,whereas expectations are the comparison standard in the consumer’s evaluation(Oliver 1997).A cognitive-affective view has been recently propod,where satisfaction is influenced by the i
ndividual’s cognitive judgments and emotions derived from the consumption experience(Bigne´, Andreu and Gnoth2005;Jun et al2001;Mano and Oliver1993; Oliver1994;Phillips and Baumgartner2002).Finally,loyalty or com-mitment with respect to a brand is conceived as the main conquence of satisfaction(Brady and Robertson2001;Selnes1993;Yu and Dean 2001).
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554I.R.del Bosque,H.San Martı´n/Annals of Tourism Rearch35(2008)551–573 Bad on the most recent studies of psychology and behavior,a cognitive-affective model is developed in this rearch to examine the interrelationships among the psychological variables that take place in the tourist satisfaction process.This model has been inspired by the combined cognitive and affective model developed by Oliver (1993).According to the model by Oliver,satisfaction is influenced by cognitive evaluations such as expectations and disconfirmation. In addition,positive and negative emotions would independently contribute to satisfaction.Similarly,Oliver(1989)establishes that emotions deriving from evaluations will determine the individual’s overall respon in the consumption process.This cognitive-affective approach is of great value for application in this study since emo-tional respons are esntial components of the destination experi-ences(Bigne´et al2005;Ryan1995).The importance of emotions in the consumer behavior models has incread significantly during the last few years(Loken2006).In particular,it should be empha-sized that the cog
nitive system and emotional states play an impor-tant role in satisfaction formation.The higher mental process of understanding and evaluation would be performed by the cognitive system,whereas emotions would be related to the individual’s feel-ings towards the rvice(Van Dolen et al2004).
Conceptualizing the Consumer Satisfaction Process
This process is formed by the state of satisfaction,the antecedents that contribute to its formation and the outcomes/conquences of this psychological state.Thus,this hypothes ction is divided into three parts.First a review of the cognitive and affective drivers of tourist satisfaction is made.In particular the relationships between cognitions and emotions are explored.Second loyalty towards the destination is examined as the main conquence of satisfaction.Third the influence of preconceived image of the place during the different stages of the mentioned process is also analyzed(pre,during and post-destination experience).
First a review of the variables that play a significant role in satisfac-tion formation is carried out.Expectations are defined as the individ-ual’s beliefs about how a product is likely to perform in the future (Oliver1987).The role of the beliefs is not only analyzed as a com-parison standard in co
nsumer evaluations,suggested in the disconfir-mation paradigm,but also as a direct antecedent of satisfaction (Szymanski and Henard2001).The direct effect of expectations on this variable can be explained by the Assimilation Theory(Sherif and Hovland1961).Individuals suffer a psychological conflict when they perceive discrepancies between performance and prior beliefs.Sub-quently,consumers tend to adjust perception to their expectations in order to minimize or remove that tension(Oliver1997).Thus,the assimilation effect can be described as a tendency to process new con-sumption experiences in terms of existing beliefs.Under the circum-stances,satisfaction will be led by expectations(Churchill and
proposal是什么意思I.R.del Bosque,H.San Martı´n/Annals of Tourism Rearch35(2008)551–573555 Surprenant1982;Oliver and Burke1999;Pieters,Koelemeijer and Ro-est1995).In tourism,Rodrı´guez del Bosque,San Martı´n and Collado (2006)prove that expectations are a driver of satisfaction in a context of travel agencies.In the prent rearch,it is assumed that tourists will reduce the psychological conflict and will validate their decisions to visit the place by adjusting the perception to their beliefs when dis-crepancies between both concepts are recognized.Then,thefirst hypothesis would be:
H1:The higher the tourist expectations,the higher the satisfaction with the destination英语字典下载
Disconfirmation of expectations has received a lot of attention as an antecedent of satisfaction.It is the individual’s post-experience cognition that the product performed better or wor than expected (Oliver1980).Actually,two situations are likely when the consumer compares product performance with beliefs.If performance is above expectations,positive disconfirmation is expected to occur.In the contrary ca,negative disconfirmation occurs(Oliver1997).The ef-fect of disconfirmation on satisfaction is supported by the Contrast Theory(Hovland,Harvey and Sherif1957).After an experience in which the perceived performance and the beliefs are different,con-sumers will exaggerate their evaluations due to the surpri or con-trast that is originated.When performance is above positive disconfirmation,individuals will evaluate more positively the experience of what they would do under objective circumstances, and vice versa.Thus,satisfaction will be led by disconfirmation (Morgan,Attaway and Griffin1996;Oliver1993;Yi1990).The im-pact of disconfirmation of expectations on this variable is also acknowledged in tourism rearch(Bigne´and Andreu2004b;Bigne´et al2005;Chon and Oln1991),although more empirical re-arch about this relationship is needed.Therefore,the cond hypothesis would be:
游戏名字大全2013最新版的H2:The higher the positive disconfirmation of tourist expectations,the higher the level of satisfaction with the destination
The relationship between expectations and disconfirmation is ex-plored in the model.In past rearch,it is acknowledged that expec-tations have an indirect effect on satisfaction through disconfirmation.Under the circumstances,prior beliefs are only conceived as a comparison standard in the disconfirmation judgment (Szymanski and Henard2001).The higher the individual’s expecta-tions,the less positive the disconfirmation during the consumption process(Churchill and Surprenant1982;Spreng,MacKenzie and Olshavsky1996;Yi1993).According to the above reasoning,a nega-tive relationship between expectations and disconfirmation can be anticipated in this rearch.Conquently,the following hypothesis is propod:英语词组
