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SOME DETERMINANTS OF DESTINATION SATISFACTION IN NORTH CYPRUS:PERCEPTIONS OF INTERNATIONAL TRA VELERS.Erdogan H. Ekiz

AbstractA review of the tourism literature revealed that the travelers' satisfaction from a tourist

destination is an important detemlinant of their post-holiday behaviors. There are various factorsaffecting the travelers' perceptions of destination satisfaction. Factors like environment andsafety, lodging and restaurant facilities, shopping and tourist attractions, transportation facilitiesand local cuisines are some determinants of destination satisfaction, are studied by many scholars.The purpose of this study is to investigate the effects of these variables on travelers' perceptionson destination satisfaction. By using the scale developed by Qu and Li (1997), modified andapplied by Rittichainuwat, Qu and Mongknonvanit (2002), travelers requested to participate in thepresent study by filling out the questionnaire in a self-administrative manner. A sample of 251

tourists was collected, through convenience sampling, at the Ercan Airport departure hall betweenJanuary and March 2006. The research model has been designed and multiple regression analysisin SPSS 13.0 has been used for the measurement of the hypothesized relationships.

In light of regression analysis results; environment and safety, lodging and restaurantfacilities, shopping and tourist attractions and transportation facilities exerted significant positiveeffects on destination satisfaction. Findings also show that food dimension is found to have aninsignificant effect on destination satisfaction. Implications for managers, limitations, andimplications for future research were presented in the current study.Key words: Destination satisfaction, detenninants, international travelers, and perceptions, NorthCyprus.

Ph.D. Candidate, Department of Hotel and Tourism Management, The Hong Kong Polytechnic University,School of Hotel and Tourism Management

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The tourism industry is one of the main generators of income for North Cyprus. In 2005, thetourism industry contributed $145.6 million (3.3 per cent) to the GDP of North Cyprus andcreated 8,004 jobs. In 2005 annual occupancy was 40.7 per cent (Tourism Planning Office, 2005).The North Cyprus tourism industry hosted 589,549 tourists, with its bed capacity of 12,222; in2005 (Statistical Yearbook of Tourism, 2005). Moreover, 395.4 million US dollar is the valueadded in tourism sector in 2005. In the light of the figures provided by Statistical Yearbook ofTourism (2005), more than one third (38.0 percent) of the tourists visiting North Cyprus areforeigners. Moreover, almost 62.1 percent of the tourists have visited North Cyprus by packagetours and 76.7 percent were above 40 years old (Statistical Yearbook of Tourism, 2005).

The strengths of North Cyprus are the untouched natural resources, rich fauna and flora,various historical sites and warm Mediterranean culture. These strengths may enable NorthCyprus to be one of the most popular tourist destinations in world. However, boycotts sanctionedby the United Nations including postal and communication services, prohibited directinternational flights, negative promotion campaigns made by the South Cyprus government aresome of the weaknesses (Gursoy and Ekiz, 2006; Kilic and Okumus, 2005; Katicioglu, Arasli andEkiz,2006).

A review of the tourism literature revealed that the travelers' satisfaction from a touristdestination is an important determinant of their post-holiday behaviors. There are various factorsaffecting the travelers' perceptions of destination satisfaction. Factors like environment andsafety, lodging and restaurant facilities, shopping and tourist attractions, transportation facilitiesand local cuisine are some determinants of destination satisfaction, is studied by many scholars(Choi, Chan and Wu, 1999; Heung, 2000; Weiennair, 2000; Pawitra and Tan. 2003; Beerli andMartin, 2004; Hankinson, 2004; Sarikaya and Woodside, 2005; Yoon and Uysal, 2005). Byreferring the findings of the previous studies, this paper aims to investigate the effects ofenvironment and safety, lodging and restaurant facilities, shopping and tourist attractions,transportation facilities and local cuisine on international travelers' satisfaction perceptions fromNorth Cyprus as a tourist destination. To achieve this aim scale, developed by Qu and Li (1997)modified and applied by Rittichainuwat, Qu and Mongknonvanit (2002) is used.

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LiteratureIn an intensive competitive environment, provision of high levels of service quality,

achieving customer satisfaction and increasing customer retention rates play crucial roles in thesuccess of service organizations (Lovelock and Wright, 1999; Kotler and Annstrong, 2006). Thisis also true for the tourism establishments and destinations (Kotler, Bowen, and Makens, 1999)."However, there have been limited studies conducted on the relationship between travelsatisfaction and behavior on behavioral intentions during the post-purchase destination selectionprocess" (Rittichainuwat, Qu and Mongknonvanit, 2002, p. 20).

Before talking about destination selection process, defining post-purchase behavior can behelpful. It is defined as "a series of steps in which consumers compare their expectations toperceived reality, experience consequent satisfaction / dissatisfaction, and by then act in a wayinfluenced by that satisfaction and dissatisfaction" (Gilly and Gelb, 1982, p. 323). In his criticalreview, Yi (I990) proposes that there are three types of definitions of satisfaction as an outcomeor as a process. These definitions include: "the buyer's cognitive state of being adequately orinadequately rewarded for the sacrifices he has undergone"; "an emotional response to theexperiences provided by, associated with particular products or services purchased, retail outlets,or even molar patterns of behavior such as shopping and buyer behavior, as well as the overallmarketplace"; and "the summary psychological state resulting when the emotion surroundingdisconfirmed expectations is coupled with the consumer's prior feelings about the consumptionschange" (Yi, 1990, p. 69). Thus, placing emphasis on the measurement/identification ofcustomers' perceptions and satisfactions from the destination is vitally important for futuremarketing activities. Research examining customers' satisfaction with destinations' products andattributes is to be found in the marketing literature (Kozak and Rimmington, 1998; Heung, 2000;Chaudhary, 2000; Hankinson, 2004; Sarikaya and Woodside, 2005). Destination satisfactionrefers to the emotional state of tourists after exposure to the opportunity or experience (Ibrahimand Gill, 2005). Furthermore, when travelers praise their holidays and express preference for thedestination over others, it means that they are likely to revisit the destination and disseminate apositive word of mouth communication, or opposite (Zeithaml, Berry and Parasuraman, 1985).

As travelers participate in the selection, production and consumption of services in thedestination, they are involved intimately with various aspects of the destination such as selectionof type of holiday they want to have, how to travel, where to stay, what to eat, where to see, what

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to buy, so on. All these facilities and attributes are considered and categorized by manyacademics (Choi, Chan and Wu, 1999; Kozak and Rimmington, 1998; Heung, 2000; Chaudhary,2000), as the components of destination satisfaction but it is beyond the scope of this study tocategorize these components. This study will replicate the dimensions proposed byRittichainuwat, Qu and Mongkaonvanit's (2002) which are lodging and restaurant, shopping andtourist attractions, transportation, environment and safety and foods.

Unlike tangible goods or pure services, most travel related experiences are an amalgam ofdifferent goods and services. However, since tourists spend most of their times either in theirhotels, resting, sun bathing or in restaurants, eating or drinking, therefore it is possible to say thatsatisfaction with a lodging experience and/or a restaurant meal are the main determinants of thetotal destination satisfaction (Chen and Gursoy, 2001).

Changes in satisfaction with the meal experience may result from changes in the perceptionof the actual quality of outcomes received, or from changes in the expectations against whichthese outcomes are compared. Alterations in the expectations can result from change in needs (i.e.hungry versus full; tired versus rested) change of objectives (i.e. business trip vs. leisure trip),new personal or vicarious experiences (i.e. recently had a superb hospitality experience at anotherhotel) and any other influences that make salient a particular quality of outcomes (i.e. it 's a veryhot day and the restaurant is not air conditioned) (McCallum and Harrison, 1985). Czepiel et al.(1985) on the other hand, suggest that satisfaction meal experience is a function of satisfactionwith two independent elements. The functional element, i.e. the food and beverage in a restaurant,and the perfonnance-delivery element, i.e. the service. Finally, Pizam and Ellis (1999) measuredmeal experience with 26 items including and concluded that factors like spaciousness ofestablishment, accuracy of bill, litter outside restaurant and noise level can also be very importantin the assessment of overall quality of meal experience.

Reisinger and Waryszak (1994) examined eight areas of service at shops, namely the shopassistants' friendliness, politeness, helpfulness, ability to provide tourists with infonnation, beingconcerned about customer needs, ability to speak the foreign language, ability to wrap purchasedgoods and being financially exploitative. They concluded that for a shop serving to tourists allthese factors have significant positive affect on the tourists' perceived destination satisfaction(Reisinger and Waryszak, 1994).

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natural and artificial and they concluded that to enhance the travelers' destination satisfaction,both environments must be carefully planned, promoted and preserved.

Poon and Low (2005), in their recent study on how western travelers' satisfied withMalaysian hotels, stated that western travelers regard security and safety as an important factorfor them to revisit the country. Zhang (1998) expressed that concern for traveling safety reducesdestination satisfaction and thus tourism demand for future. Moreover, the crime rate is found tohave a negative effect on demand for Hong Kong as a tourist destination (Zhang, .1998). Inaddition, Law, Cheung and Lo (2004), found that Hong Kong travelers viewed safety as the mostimportant attribute during their trips.

Sparks, Bowen and Klag (2003, p. 7) noted that "restaurants are an important factor in thechoice of a holiday destination for some tourists, further more, can enhance the guests' overallsatisfaction with the destination". Their findings provide support for the proposition that touristsperceive restaurants as an important attribute of tourist destination (Sparks, Bowen and Klag,2003). Pratten (2004) highlighted the importance of quality and presentation of food for thesuccess of a restaurant. Soriano (2002) claimed that fresh ingredients and cost/value of the fooditems play an important role in satisfaction of customers and can be a reason to return to thatrestaurant. Andaleeb and Conway (2006, p.7), in their recent study, added that "for the restaurantindustry, reliability translates into the freshness and temperature of the food (the promise), andreceiving the food error-free and as ordered the first time (dependably and accurately)". Finally,Imram (1999) claims that the role appearance plays in influencing consumer perception andsubsequent acceptance of a food product.

Given the significance of such relationships between these dimensions and tourists'satisfaction from the destination, assessment is needed and can contribute to the development ofthe destination's positioning strategy. Therefore, it is proposed that the measurement thesedimensions can effectively help all tourism related parties in a destination that will be able tobenefit while building their marketing and management strategies. Based on the precedingdiscussion, the following model and hypothesis are proposed:HI: The lodging and restaurant facilities have a direct significant effect on tourists' satisfactionfrom the tourist destination.

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H2: The shopping and tourist attractions have a direct significant effe.ct on tourists' satisfactionfrom the tourist destination.H3: The transportation facilities have a direct significant effect on tourists' satisfaction from the.tourist destination.H4: The foods have a direct significant effect on tourists' satisfaction from the tourist destination.H5: The environment and safety have a direct significant effect on tourists' satisfaction from thetourist destination.

Figure 1Conceptual Model

LORESHA TT

DestinationTRANSSatisfaction

FOODENSA

MethodologyThe sample for study consisted of the international travelers who had spent their holidays

III North Cypms. Travelers requested to participate in the present study by filling out thequestionnaire in a self-administrative manner. Out of 350 questionnaires printed and distributed251 usable ones returned with a response rate of 71.7 percent. Data is collected by a group ofCypms International University students, in order to accomplish their research methods courseproject, through convenience sampling, at the Ercan Airport departure hall between January andMarch 2006.

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Table 1 Demographic Breakdown of the Sample (n=251)Frequency Percentage

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As demonstrated in Table 1,more than seventy percent of the respondents were between theages of 18 and,37. The majority of the respondents (63.3%) were male. More than sixty percent ofthe respondents had high school or vocational school education and thirty-three percent of themwere bachelors. Additionally, more than sixty percent of the respondents reported that theirmonthly income is above 1.500 US dollars. Finally more than half of the respondents' purpose ofvisit was vocation.

Table 2 Scale Items, Reliabilities and Corrected Item-Total Correlation

:1f: ~

Scale Items Corrected Item-ronbachariance"i Alphaxplained!I

0.949.7 % 0.84.79.77.74.71 0.881.2 % 0.87.84.80.77.75.73.72.70 0.82.4 % . 0.78.76.7460 j

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A safe place for touristsTransportation (TRANS)

Service of transportersPrice of the local transportationConvenience of systemTypes of transportation system

Food (FOOD)Quality of foodsType of foodsFood prices

Destination Satisfaction (DESAT)In general, I am satisfied ...Compared to destinations, I am more ...Leaving happy and relaxed ...

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0.710.78

0.770.750.730.70

0.710.760.750.72

0.860.830.780.74

7.1 %

3.6 %

Notes: Each item is measured on a five point Likert-scale. Coefficient Alpha scores for alldimensions exceed 0.70. Total scale reliability is 0.91.

Table 2 shows the scale items, their correlation and reliability scores and percentage ofvariance they explained. Reliability coefficients were computed for each study variable and at theaggregate level. Alpha coefficient was found to be 0.91 at the aggregate level and all reliabilitycoefficients were deemed acceptable. Specifically, reliability coefficients ranged from 0.71 to0.94 for study variables. Overall, these findings show that each coefficient exceeds the cut-offvalue of 0.70 as recommended by Nunnally (1978), and similar to the findings of Rittichainuwat,Quand Mongknonvanit (2002).

Multiple regression analysis was used to detennine the impact of each independentdimension on the dependent dimension, namely destination satisfaction. The independentdimensions were five scales of the destination satisfaction developed and utilized byRittichainuwat, Qu and Mongknonvanit (2002). Regression analysis can be defined as "thetechnique used to derive an equation that reveals the criterion variables to one or more predictorvariables; it considers the frequency distribution of the criterion variable, when one or moreprediCtor variables are held fixed at various levels" (Churchill, 1979). The proposed regressionequation of the study is as follows;

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y= a + blX) + b2 (X) + b] (X) + b4 (X) + bs (X) +EY = Dependent variable, destination satisfaction (DESAT)A = Intercept or constant valueB) = Coefficient (slope) of the independent variable oneXl = Independent variable one, lodging and restaurant facilities (LORE)B2 = Coefficient (slope) of the independent variable twoX2 = Independent variable two, shopping and tourist attractions (SHATT)B3 = Coefficient (slope) of the independent variable threeX3 = Independent variable three, transportation facilities (TRANS)B4 = Coefficient (slope) of the independent variable fourX4 = Independent variable four, foods (FOOD)Bs = Coefficient (slope) of the independent variable fiveXs = Independent variable five, environment and safety (ENSA)E = Standard Errory= 7.234 + 0.34(LORE) + 0.22(SHATT) + 0.15(TRANS) + 0.03(FOOD) + 0.20(ENSA) + 0.654

Table 3Results of Multiple Regression Analysis

Multiple R = 0.70 R2 = 0.49 Adjusted R2 = 0.48 Standard error = 0.65F = 46.87 P

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Environment and safety (ENSA)Notes: 'Standardized coefficient - bp

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evidence ofmulticollinearity problem, meaning that each conditioning index is lower then 30, andat least two variance proportions are lower then 0.50 (Tabachnick and Fidell, 1996, p.87).

The results also demonstrate that there was also a positive correlation with a R2 of 0.49 a~dan "F" value of 46.87 and a significance level of p

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consistent with the existing literature (Reisinger and Waryszak, 1994). Also, it shows thattravelers want to go one step beyond just "being there" by visiting the tourist attraction, learningabout the history and culture of the host community (Kandampully, 2000; Chu-Mei, 2001). IfNorth Cyprus uses its unspoiled resources wisely, it is likely to be the trendy destination of future.

This existing literature reveals that the security and safety viewed as the important criteriafor the destination choice (Poon and Low, 2005; Zhang, 1998; Law, Cheung and Lo, 2004).However, the respondents of this study gave the third ranked to security concerns after lodgingand restaurant facilities and shopping and tourist attractions. Existing safe and secure destination

image of North Cyprus may explain this. Environment is an important ingredient in the tourismproduct since it is a powerful pull factor. North Cyprus is blessed with unspoiled naturalenvironment, due to lack of developed manufacturing industry, and rich cultural and historicalheritage, due to being located in the crossroad of three ancient continents.

Transportation is an important component of the tourism activity. Lack of transportationsupport make accessibility to other destinations difficult and costly (Chu-Mei, 2001). Perhaps forthis reason transportation in this study perceived as a significant dimension. Unfortunately, due tothe ongoing embargoes on transportation, all international flights have to touch down to one ofthe Turkish airports, which create inconvenience for international travelers. Since it is asignificant factor in determination of destination (Weiermair, 2000; Han}-Jnson,2004) a politicalsolution is needed that removes embargoes, if North Cyprus want to exist in the Mediterraneantourism market.

Finally, findings of this study contradict with the literature in the sense of the importance oflocal cuisine in destination satisfaction. Sparks, Bowen and IGag (2003) summarized that food isan important factor in the choice of a holiday destination for some tourists, furthennore, canenhance the guests' overall satisfaction with the destination. Although, food and destinationsatisfaction positively correlated, but the link between these two dimension is found to bestatistically insignificant. This may either be because of similarity between Mediterraneancountries' cuisines, not having radically unique food or respondents might perceived therestaurant related questions to be too close to the food related ones.

It should be noted that there are some limitations to the current study. Firstly, due to thelimited resources, this study employed convenience-sampling approach. Future studies may

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employ one of the probabilistic sampling approaches to increase the generalizibility of thefindings. Secondly, inclusion of the Turkish and Turkish Cypriot tourists to the sample mayenhance the conclusions that can be derived from the findings. Third, this study used thedimensions proposed by Rittichainuwat, Qu and Mongknonvanit (2002) and their effect ondestination satisfaction, the inclusion of other constructs to the model such as word-of-mouth(Davidow, 2000) and revisit intentions (Tax, Brown and Chandrashekaran, 1998) would providefurther insights to understand the post-holiday behaviors of the tourists. Until further studies areconducted, the present study findings and the strategies based on them should remain tentative.As a closing note, replication studies with large sample size elsewhere would be fruitful forfurther generalizations of the study findings.

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"'tnnBAN RAUMMIT: The One of Tourism Destination in Northern Thailand

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Roles of the Thailand Research Fund in Facil itating Sustainable Tourism Research: The Case of the Area-BasedTourism Research Projects in Adaman Cluster Phase 1- Phuket Tourism Product Image Positioning

Therdchai Choibamroong

1J'Ylf111~1~fJ (Research Article)Some Determinants of Dest ination Satisfaction in North Cyprus: Percept ions ofIntemational Travelers

Erdogan H. Ekiz .49Knowledge, Att itude and Travel Behavior in Eco-tourism of Youths in Thailand

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