Determining Factors of Tourists Satisfaction: The Case of Leisure Tourism of Bangladesh

Abstract

The purpose of this study is to determine the major factors and its
associated attributes of tourist satisfaction in the Bangladeshi leisure tourism by
evaluating tourists' perception. A nationwide structured questionnaire survey of
317 Bangladeshi tourists in various leisure spots is carried out using a
convenience sampling method. Based on this data, a demographic profile of the
tourists is constructed before a ranking of attributes from most satisfied to least
on a five-point Likert scale. An Exploratory Factor Analysis (EFA) has been
conducted finally to identify the major factors from 16 selected attributes related
to leisure tourism of Bangladesh. Ranking of the attributes indicates that
respondents are satisfied with all given attributes of satisfaction measurement.
Besides, four major factors are extracted by factor analysis namely, tourism
infrastructure, qualifying determinants, transportation facilities and access to
local lifestyle. Moreover, this study addressed the current need of addressing
different field of tourism and the way of developing more tourist satisfaction in
leisure tourism of Bangladesh by identifying specific policy measures for
government body Bangladesh Tourism Board (BTB) and, tour operators and
their associations like TOAB and ATAB.