An Alternative To Test Independence Between Expectations And Disconfirmation Versus The Positive Version Of The Assimilation Theory. An Application To The Case Of Cultural/Heritage Tourism

Abstract

Despite the emergence of new strategies, models of expectancy/disconfirmation are still very popular in tourist research. This is why they are revisited by presenting an alternative for testing independence between expectations and disconfirmation versus what we call the positive version of the assimilation theory. A derivation of the chi-square statistic including an asymmetric continuity correction is provided to carry out such a test.  This article relies on the information given by 1,500 respondents who were given a small questionnaire specially designed to measure tourist satisfaction in the emblematic part of Toledo, Spain (a UNESCO World Heritage City).