—Tourism enterprises usually offer both tangible and intangible products to their customers which are complementary each other and perceived as the integral parts of a whole travel experience. Although the tangible and intangible products are dissimilar in characteristics, they can be distinguished by their effects on customer satisfaction or combined for improving customer satisfaction. In this study, hotel products have been categorized by their tangibility and intangibility as well as their influences on customer satisfaction. The sample of the research consisted of the customers of a tour operator from six countries (the Russian Federation, Ukraine, Belarus, Latvia, Tatarstan, and Kazakhstan) whose holiday destination was Antalya, Turkey. Regression analysis results showed that tangible elements of the products were more influential on overall customer satisfaction than intangible elements at the hotels. Only for customers from Latvia, intangible elements of the hotel were more influential on overall satisfaction. This study showed that customer perceptions about the tangible and intangible elements of the tourism products may be varied according to nationalities, although tourism products usually combine both elements.
—Tangible, intangible, tourism product, satisfaction.
Assistant professor, Akdeniz University, School of Tourism and Hotel Management. Campus-Antalya/Turkey Tel: +90.242. 3106657 E-mail: firstname.lastname@example.org
Instructor, corresponding author. Akdeniz University, Manavgat Vocational School. Emek Mah. 3049 Sokak No:1 Manavgat, Antalya/Turkey Tel: +90.242. 7433500 Fax: +90.242.7433502 E-mail: email@example.com
Professor , Akdeniz University, Faculty of Economics and Administrative Sciences. Campus-Antalya/Turkey Tel: +90.242. 3101833 E-mail: firstname.lastname@example.org
Cite:Tahir Albayrak, Meltem Caber, and Şafak Aksoy, "Relationships of the Tangible and Intangible Elements of Tourism Products with Overall Customer Satisfaction," International Journal of Trade, Economics and Finance vol.1, no.2, pp. 140-143, 2010.