Measuring the tourist service satisfaction: Factor analysis based study at red fort complex

Abstract

This paper examines the various factors and attributes to determine the tourists’ satisfaction at the Red Fort Complex. It explores the gaps in the ‘Tourists Expectations’ v/s ‘Tourists Experiences’ for the actual services and facilities available across the Red Fort Complex. Red Fort complex has been chosen for analyzing the range of services offered and perceived visitors’ satisfaction level. It also identifies the real time issues encountered by the domestic and international tourists. Study will also explore the potentiality of the revenue generation at the site. About 350 tourists’ perceptions were recorded at the Red Fort Complex through the closed ended questionnaire. Simple Random Sampling was conducted, where the perceptions of both the Indian and Foreign tourists were recorded. Apart from recording the personal data of the tourists, in terms of Name, Age, Gender and Income pattern, it also collects the other useful information defined by 30 Sub- Attributes, grouped under 6 Attributes (Site Accessibility, Pricing of Services, Ambience and Surroundings, Interpretation Facilities, Food and Retail Facility & Service Quality and Response System). Tourists’ Satisfaction Level was recorded under Likert Scale under 5-Point Scale System. Using SPSS, Under Factor Analysis, Principal Component Analysis method was implemented for the Dimension Reduction and Identification of the Significant Factors for Tourists’ Satisfaction. Here, 30 Sub-Attributes was further reduced to 12 Nos. of significant Sub-Attributes, grouped under 4 factors, with their respective Factor Loadings. Enhancement of the Visitor’s experience quality and satisfaction level are key issues for designating the heritage sustainability strategies. These findings will be useful to the planners for enhancing the competitiveness of the Red Fort Complex. It aims to suggest an Economically Sustainable Model for Tourism Development.