Satisfaction Measurement of Small Tourism Sector (Museum): Samoa

Authors: Huo, Yang¹; Miller, Douglas¹

Source: Asia Pacific Journal of Tourism Research, Volume 12, Number 2, June 2007 , pp. 103-117(15)

Publisher: Routledge, part of the Taylor & Francis Group

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Abstract:

The purpose of this study was to determine the relative importance of the Robert Louis Stevenson (RLS) museum in Samoa in the measurement of tourist satisfaction. A correlation model was performed to determine the relationship of the satisfaction and attributes of the museum and visitors' intention to recommend the museum. In addition, an analysis of variance was employed to determine any significant differences among different demographic or trip characteristics groups. The results show that the visitor who has a high satisfaction intends to recommend the RLS museum to others. The implications of the study's findings concerned initiatives to expand its market to international tourists, especially Americans and Asians.

Keywords: museum; satisfaction; attribute; revisit; recommend; demographics

Document Type: Research article

DOI: 10.1080/10941660701243331

Affiliations: 1: Department of Hospitality Management, Utah Valley State College, USA

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