Examining the Effect of Tour Guide Performance, Tourist Trust, Tourist Satisfaction, and Flow Experience on Tourists' Shopping Behavior

Asia Pacific Journal of Tourism Research

Volumn 19, Issue 2, 2014, Pages 219-247

  Chang, Kuo Chien ^a  

^a CHIHLEE INSTITUTE OF TECHNOLOGY   (Taiwan)

Author keywords

flow experience; satisfaction; shopping behavior; tour guide performance; trust

Indexed keywords

MODEL TEST; PERFORMANCE ASSESSMENT; SERVICE SECTOR; SHOPPING ACTIVITY; TOURISM; TOURISM MANAGEMENT; TOURIST ATTRACTION; TOURIST BEHAVIOR;

EID: 84892414115     PISSN: 10941665     EISSN: 17416507     Source Type: Journal    
DOI: 10.1080/10941665.2012.739189     Document Type: Article

References (117)

1. Akbaba, A. (2006). Measuring service quality in the hotel industry: A study in a business hotel in Turkey. International Journal of Hospitality Management, 25(2), 170-192. doi: 10.1016/j.ijhm.2005.08.006
2. Andaleeb, S. S., & Conway, C. (2006). Customer satisfaction in the restaurant industry: An examination of the transaction-specific model. The Journal of Services Marketing, 20(1), 3-11. doi: 10.1108/08876040610646536
3. Ap, J., &Wong, K. K. F. (2001). Case study on tour guiding: Professionalism, issues and problems. Tourism Management, 22(5), 551-563. doi: 10.1016/S0261-5177(01)00013-9
4. Apple Daily News. (2008). Korea tourists are increasing recently in Taiwan but we are short of tour guides who can speak Korean. Retrieved October 2, 2012, from http://www.appledaily.com.tw/appledaily/article/property/20080726/30788904.
5. Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94. doi: 10.1007/BF02723327
6. Bai, B., Law, R., & Wen, I. (2008). The impact of website quality on customer satisfaction and purchase intentions: Evidence from Chinese online visitors. International Journal of Hospitality Management, 27(3), 391-402. doi: 10.1016/j.ijhm.2007.10.008
7. Black, R., & Ham, S. (2005). Improving the quality of tour guiding: Towards a model for tour guide certification. Ecotourism, 4(3), 178-195. doi: 10.1080/14724040608668442
8. Bollen, K. (1989). Structural equations with latent variables. New York, NY: John Wiley.
9. Broekemier, G., Marquardt, R., & Gentry, F. W. (2008). An exploration of happy/sad and liked/disliked music effects on shopping intentions in a women's clothing store service setting. Journal of Services Marketing, 22(1), 59-67. doi: 10.1108/08876040810851969
10. Casimir, G., Waldman, D., Bartram, T., & Yang, S. (2006). Trust and the relationship between leadership and follower performance: Opening the black box in Australia and China. Journal of Leadership and Organizational Studies, 12(3), 68-85. doi: 10.1177/107179190601200305
11. Chang, H. H., & Chen, S. W. (2008). The impact of online store environment cues on purchase intention. Online Information Review, 32(6), 818-841. doi: 10.1108/14684520810923953
12. Chang, J. C. (2006). Customer satisfaction with tour leaders' performance. Asia Pacific Journal of Tourism Research, 11(1), 97-116. doi: 10.1080/10941660500500808
13. Chen, C. M., Lee, H. T., Chen, S. H., & Huang, T. H. (2011). Tourist behavioural intentions in relation to service quality and customer satisfaction in Kinmen National Park, Taiwan. International Journal of Tourism Research, 13(5), 416-432. doi: 10.1002/jtr.810
14. Chen, K. Y., & Wang, C. H. (2010). Structural equation modeling analysis practices: The application of AMOS. Taipei, Taiwan: Wu-Nan Book Inc.
15. Chen, W. K., Huang, H. C., & Chou, S. C. (2008). Understanding consumer recommendation behavior in a mobile phone service context. In ECIS 2008 Proceedings, Paper 47, Galway, Ireland. Retrieved from http://aisel.aisnet.org/ecis2008/47.
16. Chen, Y. H., & Barnes, S. (2007). Initial trust and online buyer behaviour. Industrial Management and Data Systems, 107(1), 21-36. doi: 10.1108/02635570710719034
17. Chen, Z., Huang, Y., & Sternquist, B. (2011). Guanxi practice and Chinese buyer-supplier relationships: The buyer's perspective. Industrial Marketing Management, 40(4), 569-580. doi: 10.1016/j.indmarman.2010.12.013
18. China Knowledge. (2011). Services in China: China tourism industry. Retrieved December 11, 2011, from http://www.chinaknowledge.com/Business/CBGdetails.aspx?subchap=4&content=24.
19. Cohen, E. (1985). The tourist guide: The origins, structure and dynamics of a role. Annals of Tourism Research, 12(1), 5-29. doi: 10.1016/0160-7383(85)90037-4
20. Csikszentmihalyi, M. (1975). Beyond boredom and anxiety. San Francisco, CA: Jossey Bass.
21. Csikszentmihalyi, M., & Csikszentmihalyi, I. (1988). Optimal experience: Psychological studies of flow in consciousness. Cambridge, UK: Cambridge University Press.
22. Dimoka, A. (2010). What does the brain tell us about trust and distrust? Evidence from a functional neuroimaging study. MIS Quarterly, 34(2), 373-396.
23. Farh, J. L., Tsui, A. S., Xin, K., & Cheng, B. S. (1998). The influence of relational demography and guanxi: The Chinese case. Organization Science, 9(4), 471-488. doi: 10.1287/orsc.9.4.471
24. Flavián, C., Guinalíu, M., & Gurrea, R. (2006). The role played by perceived usability, satisfaction and consumer trust on website loyalty. Information and Management, 43(1), 1-14. doi: 10.1016/j.im.2005.01.002
25. Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationships. Journal of Marketing, 58(2), 1-19. doi: 10.2307/1252265
26. Gefen, D., & Straub, D. W. (2004). Consumer trust in B2C e-commerce and the importance of social presence: Experiments in e-products and e-services. Omega, 32(6), 407-424. doi: 10.1016/j.omega.2004.01.006
27. Gerbing, D. W., & Anderson, J. C. (1998). An updated paradigm for scale development incorporating unidimensionality and its assessment. Journal of Marketing Research, 18(1), 186-192.
28. Geva, A., & Goldman, A. (1991). Satisfaction measurement in guided tours. Annals of Tourism Research, 18(2), 177-185. doi: 10.1016/0160-7383(91)90002-S
29. Gounaris, S., Dimitriadis, S., & Stathakopoulos, V. (2005). Antecedents of perceived quality in the context of Internet retail stores. Journal of Marketing Management, 21(7/8), 669-700. doi: 10.1362/026725705774538390
30. Grabowski, C. P., & Geng, W. (2001). European silk road tourists' and their tour guides' perceptions of product and service quality. Journal of Quality Assurance in Hospitality and Tourism, 1(4), 97-106. doi: 10.1300/J162v01n04_06
31. Grönroos, C. (1978). A service-orientated approach to marketing of services. European Journal of Marketing, 12(8), 588-601. doi: 10.1108/EUM0000000004985
32. Guo, Y., Kim, S. S., & Timothy, D. J. (2007). Development characteristics and implications of mainland Chinese outbound tourism. Asia Pacific Journal of Tourism Research, 12(4), 313-332. doi: 10.1080/10941660701760995
33. Guthrie, D. (1998). The declining significance of guanxi in China's economic transition. The China Quarterly, 154, 254-282. doi: 10.1017/S0305741000002034
34. Ha, H. Y. (2004). Factors influencing consumer perceptions of brand trust online. The Journal of Product and Brand Management, 13(4/5), 329-342. doi: 10.1108/10610420410554412
35. Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis: A global perspective. Upper Sadder River, NJ: Prentice-Hall.
36. Hansen, M. H., Morrow, J. L., Jr, & Batista, J. C. (2002). The impact of trust on cooperative member retention, performance and satisfaction: An exploratory study. The International Food and Agribusiness Management Review, 5(1), 41-59. doi: 10.1016/S1096-7508(02)00069-1
37. Harris, L. C., Goode, M. M. H. (2010). Online servicescapes, trust, and purchase intentions. Journal of Services Marketing, 24(3), 230-243. doi: 10.1108/08876041011040631
38. Hatcher, L. (1994). A step-by-step approach to using the SAS system for factor analysis and structural equation modeling. Cary, NC: SAS Institute.
39. He, Y., & Song, H. (2009). A mediation model of tourists' repurchase intentions for package tour services. Journal of Travel Research, 47(3), 317-331. doi: 10.1177/0047287508321206
40. Heijden, H. V. D., Verhagen, T., & Creemers, M. (2003). Understanding online purchase intentions: Contributions from technology and trust perspectives. European Journal of Information Systems, 12(1), 41-48. doi: 10.1057/palgrave.ejis.3000445
41. Heung, V. C. S. (2008). Effects of tour leader's service quality on agency's reputation and customers' word-of-mouth. Journal of Vacation Marketing, 14(4), 305-315. doi: 10.1177/1356766708094752
42. Hill, C. J., & Neeley, S. E. (1988). Differences in the consumer decision process for professional vs. generic services. The Journal of Services Marketing, 2(1), 17-23. doi: 10.1108/eb024712
43. Hinkin, T. R. (1998). A brief tutorial on the development of measures for use in survey questionnaires. Organizational Research Methods, 1(1), 104-121. doi: 10.1177/109442819800100106
44. Hsu, C. H. C., Cai, L. A., & Li, M. (2010). Expectation, motivation, and attitude: A tourist behavioral model. Journal of Travel Research, 49(3), 282-296. doi: 10.1177/0047287509349266
45. Hsu, C. L., Chang, K. C., & Chen, M. C. (2012). Flow experience and internet shopping behavior: Investigating the moderating effect of consumer characteristics. Systems Research and Behavioral Science, 29(3), 317-332. doi: 10.1002/sres.1101
46. Huang, S., Hsu, C. H. C., & Chan, A. (2010). Tour guide performance and tourist satisfaction: A study of the package tours in Shanghai. Journal of Hospitality and Tourism Research, 34(1), 3-33. doi: 10.1177/1096348009349815
47. Huang, Y., Huang, F., Hsu, M. K., & Chang, F. (2009). Determinants and outcomes of relationship quality: An empirical investigation on the Chinese travel industry. Asia Pacific Journal of Tourism Research, 14(1), 59-75. doi: 10.1080/10941660902728049
48. Hutchinson, J., Lai, F., & Wang, Y. (2009). Understanding the relationships of quality, value, equity, satisfaction, and behavioral intentions among golf travelers. Tourism Management, 30(2), 298-308. doi: 10.1016/j.tourman.2008.07.010
49. Ibáñez, V. A., Hartmann, P., & Calvo, P. Z. (2006). Antecedents of customer loyalty in residential energy markets: Service quality, satisfaction, trust and switching costs. The Service Industries Journal, 26(6), 633-650. doi: 10.1080/02642060600850717
50. Jackson, S. A., & Eklund, R. C. (2004). The flow scales manual. Morgantown, WV: Fitness Information Technology.
51. Jackson, S. A., & Marsh, H. W. (1995). Development and validation of a scale to measure optimal experience: The flow state scale. Journal of Sport and Exercise Psychology, 18(1), 17-35.
52. Johnson, D., & Grayson, K. (2005). Cognitive and affective trust in service relationship. Journal of Business Research, 58(4), 500-507. doi: 10.1016/S0148-2963(03)00140-1
53. Jones, D., & McCleary, K. W. (2007). Expectations of working relationships in international buyer-seller relationships: Development of a relationship continuum scale. Asia Pacific Journal of Tourism Research, 12(3), 181-202. doi: 10.1080/10941660701416747
54. Keown, C. F. (1989). A model of tourists' propensity to buy: The case of Japanese visitors to Hawaii. Journal of Travel Research, 27(3), 31-34. doi: 10.1177/004728758902700306
55. Kim, J., Hong, S., Min, J., & Lee, H. (2011). Antecedents of application service continuance: A synthesis of satisfaction and trust. Expert Systems with Applications, 38(8), 9530-9542. doi: 10.1016/j.eswa.2011.01.142
56. Kitnuntaviwat, V., Tang, J. C. S. (2008). Residents' attitudes, perception and support for sustainable tourism development. Tourism and Hospitality Planning and Development, 5(1), 45-60. doi: 10.1080/14790530801936452
57. Kotler, P. (2003). Marketing management (11th ed.) New Jersey: Prentice-Hall.
58. Kuo, N. T., Chang, K. C., Chen, M. C., & Hsu, C. L. (2012). Investigating the effect of service quality on customer post-purchasing behaviors in the hotel sector: The moderating role of service convenience. Journal of Quality Assurance in Hospitality and Tourism, 13(3), 212-234. doi: 10.1080/1528008X.2012.645200
59. Kwek, A., & Lee, Y. S. (2011). Chinese tourists and Confucianism. Asia Pacific Journal of Tourism Research, 15(2), 129-141. doi: 10.1080/10941661003629946
60. Lee, C. K., Var, T., & Blaine, T. W. (1996). Determinants of inbound tourist expenditures. Annals of Tourism Research, 23(3), 527-542. doi: 10.1016/0160-7383(95)00073-9
61. Lee, K. C., & Chung, N. (2009). Understanding factors affecting trust in and satisfaction with mobile banking in Korea: A modified Delone and Mclean's model perspective. Interacting with Computers, 21(5-6), 385-392. doi: 10.1016/j.intcom.2009.06.004
62. Lee, T. H., & Yoo, J. K. (2011). A study on flow experience structures: Enhancement or death, prospects for the Korean wave. Journal of Travel and Tourism Marketing, 28(4), 423-431. doi: 10.1080/10548408.2011.571578
63. Lin, Y. H., Lin, K. Q. R. (2006). Assessing mainland Chinese visitors' satisfaction with shopping in Taiwan. Asia Pacific Journal of Tourism Research, 11(3), 247-268. doi: 10.1080/10941660600753281
64. Litirell, M. A., Baizerman, S., Kean, R., Gahring, S., Niemeyer, S., Reilly, R., & Stout, J. (1994). Souvenirs and tourism styles. Journal of Travel Research, 33(3), 3-11. doi: 10.1177/004728759403300101
65. Lopez, E. M. (1980). The effect of leadership style on satisfaction levels of tour quality. Journal of Travel Research, 18(4), 20-23. doi: 10.1177/004728758001800403
66. Loureiro, S. M. C., González, F. J. M. (2008). The importance of quality, satisfaction, trust, and image in relation to rural tourist loyalty. Journal of Travel and Tourism Marketing, 25(2), 117-136. doi: 10.1080/10548400802402321
67. Lu, Y., Zhao, L., & Wang, B. (2010). From virtual community members to C2C e-commerce buyers: Trust in virtual communities and its effect on consumers' purchase intention. Electronic Commerce Research and Applications, 9(4), 346-360. doi: 10.1016/j.elerap.2009.07.003
68. Macintosh, G. (2002). Building trust and satisfaction in travel counselor/client relationships. Journal of Travel and Tourism Marketing, 12(4), 59-74. doi: 10.1300/J073v12n04_04
69. Mak, A. H. N., Wong, K. K. F., Chang, R. C. Y. (2011). Critical issues affecting the service quality and professionalism of the tour guides in Hong Kong and Macau. Tourism Management, 32(6), 1442-1452. doi: 10.1016/j.tourman.2011.01.003
70. Mannell, R. C., Iso-Ahola, S. E. (1987). Psychological nature of leisure and tourism experience. Annals of Tourism Research, 14(3), 314-331. doi: 10.1016/0160-7383(87)90105-8
71. Matzler, K., Renzl, B., & Rothenberger, S. (2008). Measuring the relative importance of service dimensions in the formation of price satisfaction and service satisfaction: A case in the hotel industry. Scandinavian Journal of Hospitality and Tourism, 6(3), 179-196. doi: 10.1080/15022250600872850
72. McCole, P., Ramsey, E., & Williams, J. (2010). Trust considerations on attitudes towards online purchasing: The moderating effect of privacy and security concerns. Journal of Business Research, 63(9-10), 1018-1024. doi: 10.1016/j.jbusres.2009.02.025
73. McDowall, S. (2010). International tourist satisfaction and destination loyalty: Bangkok, Thailand. Asia Pacific Journal of Tourism Research, 15(1), 21-42. doi: 10.1080/10941660903510040
74. McGinnis, L. P., Gentry, J. W., & Gao, T. (2008). The impact of flow and communitas on enduring involvement in extended service encounters. Journal of Service Research, 11(1), 74-90. doi: 10.1177/1094670508319046
75. Meng, F., & Xu, Y. (2010). Tourism shopping behavior: Planned, impulsive, or experiential. International Journal of Culture, Tourism and Hospitality Research, 6(3), 250-265. doi: 10.1108/17506181211246401
76. Min, J. C. H. (2012). A short-form measure for assessment of emotional intelligence for tour guides: Development and evaluation. Tourism Management, 33(1), 155-167. doi: 10.1016/j.tourman.2011.02.014
77. Moon, J. W., & Kim, Y. G. (2001). Extending the TAM for a World-Wide-Web context. Information and Management, 38(4), 217-230. doi: 10.1016/S0378-7206(00)00061-6
78. Moorman, C., Deshpandé, R., & Zaltman, G. (1993). Factors affecting trust in market research relationships. Journal of Marketing, 57(1), 81-101. doi: 10.2307/1252059
79. Mossberg, L. L. (1995). Tour leaders and their importance in charter tours. Tourism Management, 16(6), 437-445. doi: 10.1016/0261-5177(95)00052-P
80. Murray, D., & Howat, G. (2002). The relationships among service quality, value, satisfaction, and future intentions of customers at an Australian sports and leisure centre. Sport Management Review, 5(1), 25-43. doi: 10.1016/S1441-3523(02)70060-0
81. Newberry, C. R., Klemz, B. R., & Boshoff, C. (2003). Managerial implications of predicting purchase behavior from purchase intentions: A retail patronage case study. The Journal of Services Marketing, 17(6), 609-620. doi: 10.1108/08876040310495636
82. Novak, T. P., Hoffman, D. L., & Yung, Y. F. (2000). Measuring the customer experience in online environments: A structural modeling approach. Marketing Science, 19(1), 22-42. doi: 10.1287/mksc.19.1.22.15184
83. Nunnally, J. C. (1978). Psychometric theory. New York: McGraw-Hill.
84. Nusair, K., & Parsa, H. G. (2011). Introducing floe theory to explain the interactive online shopping experience in a travel context. International Journal of Hospitality and Tourism Administration, 12(1), 1-20. doi: 10.1080/15256480.2011.540974
85. Oh, J. Y. J., Cheng, C. K., Lehto, X. Y., O'Leary, J. T. (2004). Predictors of tourists' shopping behaviour: Examination of socio-demographic characteristics and trip typologies. Journal of Vacation Marketing, 10(4), 308-319. doi: 10.1177/135676670401000403
86. Pond, K. (1993). The professional guide: Dynamics of tour guiding. New York: Van Nostrand Reinhold.
87. Prasarnphanich, P. (2007). Does trust matter to develop customer loyalty in online business? In Proceeding of the 24th South East Asia regional computer conference 2007 (pp. 23.1-23.7), Bangkok, Thailand.
88. Razzaque, M. A., & Boon, T. G. (2003). Effects of dependence and trust on channel satisfaction, commitment and cooperation. Journal of Business-to-Business Marketing, 10(4), 23-48. doi: 10.1300/J033v10n04_02
89. Reichheld, F. F., & Schefter, P.E-loyalty: Your secret weapon on the web. Harvard Business Review2000, July-August78, 105-113.
90. Renganathan, R. (2011). Service quality in hospitality services: Gap model and factor analysis. European Journal of Social Science, 26(2), 159-175.
91. Riegelsberger, J., Sasse, M. A., & McCarthy, J. D. (2003). The researcher's dilemma: Evaluating trust in computer mediated communications. International Journal of Human Computer Studies, 58(6), 759-781. doi: 10.1016/S1071-5819(03)00042-9
92. Ritchie, J. R. B., & Hudson, S. (2009). Understanding and meeting the challenge of consumer/tourist experience research. International Journal of Tourism Research, 11(2), 111-126. doi: 10.1002/jtr.721
93. Sinaiko, H. W., & Brislin, R. W. (1973). Evaluating language translations: Experiments on three assessment methods. Journal of Applied Psychology, 57(3), 328-334. doi: 10.1037/h0034677
94. Singh, J., & Sirdeshmukh, D. (2000). Agency and trust mechanisms in consumer satisfaction and loyalty judgments. Journal of the Academy of Marketing Science, 28(1), 150-167. doi: 10.1177/0092070300281014
95. Skadberg, Y. X., & Kimmel, J. R. (2004). Visitors' flow experience while browsing a web site: Its measurement, contributing factors and consequences. Computers in Human Behavior, 20(3), 403-422. doi: 10.1016/S0747-5632(03)00050-5
96. Sureshchandar, G. S., Rajendran, C., & Anantharaman, R. N. (2002). Determinants of customer-perceived service quality: A confirmatory factor analysis approach. Journal of Services Marketing, 16(1), 9-34. doi: 10.1108/08876040210419398
97. Swan, J. E., Browers, M. R., & Richardson, L. D. (1999). Customer trust in the salesperson: An integrative review and meta-analysis of the empirical literature. Journal of Business Research, 44(2), 93-107. doi: 10.1016/S0148-2963(97)00244-0
98. Swanson, K. K., & Horridge, P. E. (2006). Travel motivations as souvenir purchase indicators. Tourism Management, 27(4), 671-683. doi: 10.1016/j.tourman.2005.03.001
99. Swanson, S. R., Davis, J. C., & Zhao, Y. (2007). Motivations and relationship outcomes: The mediating role of trust and satisfaction. Journal of Nonprofit and Public Sector Marketing, 18(2), 1-25. doi: 10.1300/J054v18n02_01
100. Thom, D. H., Hall, M. A., & Pawlson, L. G. (2004). Measuring patients' trust in physicians when assessing quality of care. Health Affairs, 23(4), 124-132. doi: 10.1377/hlthaff.23.4.124
101. Tong, D. Y. K. (2008). A study of e-recruitment technology adoption in Malaysia. Industrial Management and Data Systems, 109(2), 281-300. doi: 10.1108/02635570910930145
102. Tosun, C., Temizkan, S. P., Timothy, D. J., & Fyall, A. (2007). Tourist shopping experiences and satisfaction. International Journal of Tourism Research, 9(2), 87-102. doi: 10.1002/jtr.595
103. Travel Retail Executive News Digest (TREND). (2011). International tourists to reach 1.8bn by 2030. Retrieved December 11, 2011, from http://www.trend-news.com/default.asp?newsid=10786.
104. Tsai, M., Chin, C., & Chen, C. (2010). The effect of trust belief and salesperson's expertise on consumer's intention to purchase nutraceuticals: Applying the theory of reasoned action. Social Behavior and Personality, 38(2), 273-288. doi: 10.2224/sbp.2010.38.2.273
105. Tu, Y. T., Wang, C. M., & Chang, H. C. (2012). Corporate brand image and customer satisfaction on loyalty: An empirical study of Starbucks coffee in Taiwan. Journal of Social and Development Sciences, 3(1), 24-32.
106. Wang, K. C., Hsieh, A. T., Chou, S. H., & Lin, Y. S. (2007). GPTCCC: An instrument for measuring group package tour service. Tourism Management, 28(2), 361-376. doi: 10.1016/j.tourman.2006.04.017
107. Wang, X., Zhang, J., Gu, C., & Zhen, F. (2009). Examining antecedents and consequences of tourist satisfaction: A structural modeling approach. Tsinghua Science and Technology, 14(3), 397-406. doi: 10.1016/S1007-0214(09)70057-4
108. Weiler, B., & Ham, S. H. (2002). Tour guide training: A model for sustainable capacity building in developing countries. Journal of Sustainable Tourism, 10(1), 52-69. doi: 10.1080/09669580208667152
109. Williams, C., & Buswell, J. (2003). Service quality in leisure and tourism. London: CABI Publishing.
110. Wu, D. C., Li, G., & Song, H. (2011). Analyzing tourist consumption: A dynamic system-equations approach. Journal of Travel Research, 50(1), 46-56. doi: 10.1177/0047287509355326
111. Wu, J. J., Tsang, A. S. L. (2008). Factors affecting members' trust belief and behaviour intention in virtual communities. Behaviour and Information Technology, 27(2), 115-125. doi: 10.1080/01449290600961910
112. Xu, J., & Chan, A. (2010). Service experience and package tours. Asia Pacific Journal of Tourism Research, 15(2), 177-194. doi: 10.1080/10941661003629987
113. Ye, F., & Li, Y. N. (2009). Group multi-attribute decision model to partner selection in the formation of virtual enterprise under incomplete information. Expert Systems with Applications, 36(5), 9350-9357. doi: 10.1016/j.eswa.2009.01.015
114. Zeithaml, V. A., Parasuraman, A., & Berry, L. L. (1990). Delivering quality service: Balancing customer expectations and perceptions. New York, NY: Free Press.
115. Zhang, H. Q., & Chow, I. (2004). Application of importance-performance model in tour guides' performance: Evidence from mainland Chinese outbound visitors in Hong Kong. Tourism Management, 25(1), 81-91. doi: 10.1016/S0261-5177(03)00064-5
116. Zillifro, T., & Morais, D. B. (2004). Building customer trust and relationship commitment to a nature-based tourism provider: The role of information investments. Journal of Hospitality and Leisure Marketing, 11(2/3), 159-172. doi: 10.1300/J150v11n02_11
117. Zur, A., Leckie, C., & Webster, C. M. (2012). Cognitive and affective trust between Australian exporters and their overseas buyers. Australasian Marketing Journal, 20(1), 73-79.