Hien Thu Bui | Evaluation of the asymmetric effect of service attributes on tourist satisfaction in all-inclusive holidays

Supervisors: Dr Peter Robinson and Dr Miju Choi 

Hien is a bursary PhD student in the Centre for Tourism and Hospitality Management.

All-inclusive holidays are becoming increasingly popular, especially in sun-sea-sand destinations; however, the segment’s service quality attributes and their asymmetric effect on tourist satisfaction have been overlooked. My research aims to (1) qualitatively identify specific service quality attributes pertaining to all-inclusive holidays from a three-fold literature-customer-management perspective; and (2) quantitatively measure the non-linear effect of those attributes on tourist satisfaction. To achieve the aims, I will draw on the three-factor theory of customer satisfaction and a 4-step analytical framework including (i) exploratory factor analysis, (ii) penalty-reward contrast analysis, (iii) impact range performance factor analysis and (iv) impact asymmetry analysis are adopted. Upon completion, my research will contribute to advancing knowledge on the all-inclusive tourism’s service quality and tourist satisfaction and supporting industrial practitioners in optimal resource allocation to secure the satisfaction-profit link in all-inclusive operations.