Relationship between Satisfaction and Future Behavior

Studies have been carried out on satisfaction and international pleasure travel. Some have related satisfaction and past visits to a particular destination with intentions to recommend it, to revisit it, and to visit other destinations in its area. This study arose from reconsideration of research on satisfaction and stated intentions of travelers from Britain and Germany to Mallorca and Turkey. Analysis confirmed that satisfaction is a significant predictor of stated intentions and that contingent factors moderate the influence of satisfaction on intentions. Explaining limited variance led to the logical examination of why the explanation was not better. It is concluded that variance explanation was low because segments had particular satisfaction–likelihood relations and because satisfaction and likelihood responses were ambiguous. Sources of variation that can be controlled are identified. They include some first-time visitors not being likely to return regardless of satisfaction; personal satisfaction responses not reflecting what the party will do; and likelihood responses not having a clear meaning. Practical and research implications are presented.