To Study the Relationship between Service Quality Tourist Satisfaction and Revisit Intension Seema Wadhawan Assistant Professor Gitarattan International Business School Raghav Jain Assistant Professor Gitarattan International Business School Abstract: Purpose: The purpose of the study is to identify various services offered by tourism sector in the destination of Goa in India, and to determine the satisfaction of tourist by studying the impact of quality of services and products on tourist satisfaction and revisit intension. Design/ Methodology: Data was collected from domestic and international tourist who visited Goa by a structured questionnaire. To study the relationship between service quality dimension and tourist satisfaction statistical tool of multiple regression analysis was used. Analysis was done on the basis of 200 respondents. Finding: The tourist satisfaction and delight are very complex behavior which is affected by various service quality dimensions as depicted in the study. The output of multiple regression reflected that all the dimensions are important for the satisfaction of the tourist. Therefore all the hypothesis were accepted. Key words: Tourism, service quality, Tourist satisfaction 1. Introduction Tourism was first promoted in India by organized effort of Government of India under the leadership of Sir John Sarget. Thereafter, the development of tourism was planned properly as a part of Second Five Year Plan. Beginning of the new era of tourism was started when it was marked in sixth plan as one of the most important sector contributing to the economic development of the country. Indian tourism industry has varied potential and is growing at the fast pace. As it carries the capability to generate employment and foreign exchange apart from contributing to the social and economic growth of India. Tourism industry is multi dimensional and it is important that the all the sector Central, state and private sectors combine hands to harness the growth of this sector for the country and make the nation as one of the leading player in tourism sector. Quality of services offered by hospitality and tourist industry as a contribution of service sector is one of the essential component for the growth of this sector. Quality of service is a strategy which the industry uses to provide full satisfaction to its customer. Tourism sector being the part of service industry, service quality is the very important part of this sector. 1.1 Tourism in India today Travel and Tourism industry is one of the largest service industry in India. India is the country of culture and heritage and the main objective of this sector is to develop and grow. The Tourism sector of Indian economy is at present experiencing a huge growth. The Tourism sector of Indian economy has become one of the major industrial sectors under the Indian economy. By realizing the potential of tourism industry the Ministry of Tourism in India under the leadership of Prime Minister Modi Ji undertook several initiatives to enhance the growth of sector. Some of the initiatives undertake were, development of Tourist mobile application, tourist helpline for incredible India, E-Tourist visa extension to more countries, Skill Development initiatives, approval to Hotel management institute. Also various schemes like Swadesh Darshan and PRASAD were started. All these efforts done over the period of three years have resulted in a growing contribution of tourism sector to the country's GDP. Tourism and hospitality sector in India has 9.6% contribution to the GDP in year 666 Seema Wadhawan, Raghav Jain
2016 and is forecasted to rise by 6.7% in 2017. This sector is the third largest contribution to foreign exchange for the country. The strong travel and tourism figures are mainly due to the domestic tourist. Foreign tourist in India accounts for only 12% of the total revenue in year 2016. 2. Literature Review Bagri (1995) discussed the growth and development of Buddhist tourism. He outlined the entire life drama of Lord Buddha and growth of Buddhism in India. His study mainly concentrated on the Buddhist places of Uttar Pradesh. The author felt that government has not concentrated on developing resources on Buddhist sites. Kozak (2001) the author highlighted that there are many scientific studies have focused on impact of tourists satisfaction and intention to revisit to the destination. Bhat (2002) examined the impact of tourism on income generation and asset creation. He found out that theimpact of tourism is more effective on households living in the vicinity of developed tourist nodes. Anil Kumar (2008) focused that the negative factors which directly affected the tourists, three major factors such as over pricing, Hosts exploitation on tourists and Littering were found to the making a high impact, on them at varying intensity which need very urgent measures. Otherwise tourists will avoid their further visits or discoverage other tourists from visiting the tourist centers of Kerala and may even tend to cutting down of their period of stay in the tourist center of Kerala Sharma and Lal (2009) studied the trends and patterns in global tourism and analysed the development of tourism in India. The authors analyzed the tourism trends in India and highlighted its location advantage and other favorable features. Nagar (2010) examined the influence of destination personality and image on tourist loyalty.she conducted the study on tourists visiting hill stations in northern India and selected Patnitop in Jammu and Kashmir as the sampling area. She concluded that destination personality has a positive impact on tourist loyalty. Canny and Hidayat (2012) the author studied the service quality and tourist satisfaction on the future behavioral intention of local tourist in Borobudur temple in Indonesia. Vasanthi, S (2012) the author highlighted that Natural beauty of the Nilgiris draws tourists away from the crowded and polluted towns and cities. The study exhibits that majority of the young tourists who love to visit the Nilgiris Hills for its beautiful climate. Garg, N(2016) the author highlighted marketing mix elements are considered at variables (independent variable & dependent variable) to check the tourist satisfaction. All the elements are important except prices. 3. Problem Statement Western coastal region of India is famous for the beaches and its contribution to the tourism sector in India. Goa is known for its beauty of beaches and festivals. It attracts both domestic and foreign tourist from all over the globe into the complex heritage and natural spectacle of the state. The travel decision of tourist is highly dependent on a variety of factors such as attractions& adventure, accessibility of the destination, climate, culture and tradition of the place. People visit the destination only when they are attracted and the destinations provide them with different facilities. The purpose of the study is to identify and measure the impact of quality service dimensions on tourist satisfaction and revisit intention to place. The State received 63.31 lakh tourists in 2016 which comprised of 56.50 lakh domestic and 6.81 lakh foreign tourists, compared to 52.98 lakh tourists during the same period in the 2015. In the current season, 202 chartered flights with a total of 49,887 tourists have landed in the State. The tourist arrival in the state of Goa has been shown a rising trend. Looking into the data provided by the Government of Goa Tourism industry is showing a regular increase in the number of tourist visiting India. The percentage increase of tourist in 2014 was 30.1%, in year 2015 it was 30.54% and year 2016 it was only 19.51. Which reflects that percentage of increase in tourist visit to Goa has started declining. 667 Seema Wadhawan, Raghav Jain
Service quality and the satisfaction which derived at the destination is an important contributing factor for the travel decision of the tourist. This has created an urge in the mind of researcher to study the reason for this decline in Goa, in the recent year. Table 1 Tourist Arrivals ( year wise ) at Goa Tourist Arrivals (Year Wise) at Goa Year Domestic Foreign Total % Change 2010 2201752 441053 2644805 5.6 2011 2225002 445935 2670937 0.98 2012 2337499 450530 2788029 4.2 2013 2629151 492322 3121473 10.68 2014 3544634 513592 4058226 30.01 2015 4756422 541480 5297902 30.54 2016 5650061 680683 6330744 19.5 2017 (Upto March) 599419 (P) 306087 (P) 905506 (P) Ã à  Source: Department of Tourism, Govt. of Goa 4. Objectives of the Study 1. To identify the service quality dimensions offered at the tourist destination. 2. To study the impact of service quality dimensions on tourist satisfaction at the destination.. 4.1 Hypotheses Of Study Hypothesis framed for the purpose of the study were as below: Hypothesis 1: There is a significant relationship between Hotel facilities & Amenities and Tourist Satisfaction. Hypothesis 2: There is a significant relationship between Accessibility of tourist Places and Tourist Satisfaction. Hypothesis 3: There is a significant relationship between Attraction & Adventure and Tourist Satisfaction. Hypothesis 4: There is a significant relationship between Affordability and Tourist Satisfaction. Hypothesis 5: There is a significant relationship between Safety& Security and Tourist Satisfaction. Hypothesis 6: There is a significant relationship between Hygiene & Cleanliness and Tourist Satisfaction. Hypothesis 7: There is a significant relationship between various service quality dimensions of Destination and Tourist Satisfaction. 5. Research Design Nature of the study is exploratory. A systematic and organized study was conducted to arrive at the desired objectives. Respondents of the study were tourists both (Domestic and International) who visited the state of Goa. For purpose of the study statistical techniques were used. This study is important as it work to indentify various service quality dimensions which are affecting the tourist satisfaction who are visiting Goa. Also, to understand the behavior of the tourist for the visit and revisit intension. 5.1 Data Collection and Sampling The data was collected from both primary and secondary sources. For primary data collection, a structured questionnaire was administered. Data was collected from the tourist ( domestic and international) who visited the province Goa. Secondary data was collected from the Ministry of Tourism India, Government of Goa, 668 Seema Wadhawan, Raghav Jain
Department of Tourism, World Travel and Tourism Council report 2017 and various websites. The total of 200 questionnaire were distributed where 175 were administered and rest were not taken in the study due to incompleteness. Self constructed questionnaire was used for the purpose of the study where the questionnaire was divided into two sections. Section one was to get the details about demographic data of Name, Age, Gender, Nationality, purpose of visit to the destination and income group. Second section reflected the items of service quality offered at the destination of Goa. For this 5-point Likert scale was used, questionnaire included 40 statements which were developed on the basis of literature review. Convenience Sampling techniques was used to gather the data from different respondents, as the respondents were from varied age group, gender, nationality, marital status. The respondents for the purpose of this research were only those who visited as tourist ( domestic & international) to Goa. 5.2 Statistical Tools Used IBM SPSS 21 (Statistical Package for the Social Sciences) was used for data analysis. Regression analysis was used to study the impact of service quality on tourist satisfaction. For reliability the Cronbach s Alpha was calculated and KMO and Bartlett s Test was used to check the adequacy. 6. Data Analysis and Interpretation 6.1 Reliability Test: Table 2: Reliability statistics Reliability Statistics Cronbach's Alpha Cronbach's Alpha Based on Standardized Items No of Items Hotel Facility & Amenities.855.856 9 Hygiene & Cleanliness.350.314 3 Safety & Security.862.858 4 Accessibility of Tourist Spots.841.844 5 Attraction & Adventure.853.853 6 Affordability.868.868 4 Tourist Satisfaction.933.933 3 Full Questionnaire.939.938 31 Cronbach's Alpha test was applied to check the reliability of the questionnaire. the value of Cronbach's Alpha is found.855 in Hotel Facility & Amenities part, 0.350 in Hygiene & Cleanliness part, 0.862 in Safety & Security part, 0.841 in Accessibility of Tourist Spots part, 0.853 in Attraction & Adventure part, 0.868 in Affordability part and 0.933 in Tourist Satisfaction of the questionnaire, which is well above than 0.6, which consider the instrument to reliable for the study (except Hygiene & Cleanliness factor). The overall questionnaire showed the.939 as reliability. Cronbach's Alpha coefficient shows high reliability and consistency among statements used and for the whole questionnaire. 6.2 Mean Service Quality factors ( Independent Variables) The mean value for each of the independent variable contributing to the service quality dimensions is shown in table 3. The highest mean score of 4.05 is explained by Hotel Facility & Amenities reflecting as the most important dimension for the tourist satisfaction while deciding the destination of visit. 669 Seema Wadhawan, Raghav Jain
Table 3: Mean scores Mean Rank Hotel Facility & amenities 4.05 1 Accessibility of Tourist Spots 3.82 3 Attraction & Adventure 3.92 2 Affordability 3.71 4 Safety & Security 3.51 5 Hygiene & Cleanliness 3.14 6 Tourist Satisfaction 4.19 6.4 Regression Analysis The result of correlation analysis showed that there is positive correlation between all the variables and have the significant impact of p<0.05. Thus it was essential to study the regression to study the impact of independent variable on dependent variable linear regression analysis was conducted. Linear regression analysis was conducted to test the hypothesis. Table 5 below shows in detail the summary of the linear regression analysis. Table No: 4 Regression Table : Dependent Variable Tourist Satisfaction Independent Variable Dependent Variable Tourist Satisfaction Hypothesis Accepted R R square F-value Sig Hotel Facility & amenities 0.838 0.702 74.79 0.00 Accepted Accessibility to Tourist places 0.725.525 70.67 0.00 Accepted Attraction & Adventure 0.69 0.47 53.672 0.00 Accepted Affordability 0.504 0.254 19.278 0.00 Accepted Safety & Security 0.536 0.288 45.28 0.00 Accepted Hygiene 0.34 0.115 17 0.00 Accepted Hypothesis 1: The table reflects that Hotel facility and amenities has very strong positive relationship with tourist satisfaction. The value of R square is explained by 70.2 % variance in tourist satisfaction is resulted by hotel facility and amenities. Significance value is 0.00 which is less than the p(0.05) and the value reflects that the hypothesis is accepted. Hypothesis 2: The data above shows that Accessibility of tourist places at destination is the significant predictor of tourist satisfaction. The regression results reflected has strong positive relationship with tourist satisfaction. The value of R square is explained by 52.5 % variance in tourist satisfaction which reflect strong positive predictor 670 Seema Wadhawan, Raghav Jain
of tourist satisfaction. Significance value is 0.00 which is less than the p(0.05) value reflects that the hypothesis is accepted. Hypothesis 3: The table above reflects that Attraction and Adventure at destination is the moderator predictor of tourist satisfaction. The value of R square is explained by 47.0 % variance in tourist satisfaction which shows moderate predictor of tourist satisfaction. Significance value is 0.00 which is less than the p(0.05) value reflects that the hypothesis is accepted. Hypothesis 4: The table above reflects that Affordability of destination is the low predictor of tourist satisfaction. The value of R square is explained by 25.4.0 % variance in tourist satisfaction which shows low predictor of tourist satisfaction. Significance value is 0.00 which is less than the p(0.05) value reflects that the hypothesis is accepted. Hypothesis 5: The table above reflects he data above shows that safety and security at destination is also very low predictor of tourist satisfaction. The value of R square is explained by 28.8 % variance in tourist satisfaction which shows very low predictor of tourist satisfaction. Significance value is 0.00 which is less than the p(0.05) value reflects that the hypothesis is accepted Hypothesis 6: The data above shows that safety and Hygiene and cleanliness at destination is the least predictor of tourist satisfaction. The regression results reflected has positive low relationship with tourist satisfaction. The value of R square is explained by 11.5 % variance in tourist satisfaction which shows least predictor of tourist satisfaction. Significance value is 0.00 which is less than the p(0.05) value reflects that the hypothesis is accepted. 7 Findings & Conclusions From the above study we concluded that the service quality dimensions have varying impact on the overall tourist satisfaction for Goa. The highest contribution in the overall service dimensions was of Hotel facility & amenities and accessibility of tourist places and attraction and adventure at the destination. Goa is known for the carnival festivals it organize during winters, by creating some more attraction and adventure throughout the year they can create more tourist satisfaction. Affordability, safety and security and hygiene dimensions have the positive impact but low significance on the tourist satisfaction. Safety & security and hygiene dimensions though show low impact but this little contribution still reflects that if attention paid to these components can lead to better satisfaction of the tourist visiting to Goa. 8 Recommendations The tourist satisfaction and delight are very complex behavior which is affected by various service quality dimensions as depicted in the study. The output of multiple regression reflected that all the dimensions are important for the satisfaction of the tourist. Therefore all the hypothesis were accepted. The study above reflects that there are certain dimensions of service quality like safety and security and hygiene and cleanliness which are low at Goa. Keeping this in mind certain suggestions have been made. 1. Public conveniences (toilet facility & shower facility) and available but they are insufficient. These should be made available at the beaches to meet the requirement of the tourist and lead to satisfaction. 2. At historic places toilet facility is insufficient so should be made available to the tourist. 3. For safety and security of the tourist at the beaches life guards are available insufficiently. They should be more in the numbers to meet this requirement of tourist and to avoid any mishappening. 671 Seema Wadhawan, Raghav Jain
4. At some places sign boards and path directions should be mentioned in English and other languages to meet the requirement of foreign tourist. 9 Limitations There are certain limitation in this study. Due to the various limitation of time, resources and bandwidth to conduct the research, convenience sampling was used. Future studies may employee simple probability sampling approach to generalized the results. Further studies can be replicated with the large sample size. References World Travel and Tourism Council. Travel And Tourism, Economic Impact- India; 2017. https://timesofindia.indiatimes.com/city/goa/foreigners-outspend-local-travellers-41/articleshow/58438893.cms Bagri,S.C.(1995). Buddhist Tourist Development: Resource Attractions, Conservation and Planning in Batra G.S. and Chawla A.S.(eds),Tourism Management-A Global Perspective, Deep and Deep Publications Pvt Ltd,New Delhi, 33-54.[2] Bhat,M. (2002). Impact of Tourism on Income Generation and Asset Creation. The Business Review,8(1&2), 84-87. Canny I. U. and Hidayat, N. ( 2012) The influence of service quality and tourist satisfaction on future behavior intention: The case study of Borobudur, conference paper October 2012 Nagar,K. (2010). Influence of Destination Personality and Image on Tourist Loyalty-A IStudy of a Hill Station in Northern India.NICE journal of Business,5(1), 19-32. Garg, N. (2016). Tourism industry: An effective sector to make in India, TMIMT International Journal. www.tmimtjournal.org Pant Pushpa (2003): Tourism in National: A Geographical Study. Geographical Review of India, Vol.65, June, 2003, No. 2. Sharma, U. and Lal, S. (2009). Positioning India in the global tourism villagestrategies for sustainable tourism development.journal of Global Business and Business Strategy,1(1), 72-79. Vasanthi, S (2012). Factors which attracted the tourists to visit Nilgiris district as a tourist destination, Global Journal of Arts & Management, 2012: 2 (3), Pp.232-235. 672 Seema Wadhawan, Raghav Jain