Tourist Satisfaction, Destination Quality, and Prismatic Societies: Application of Herzberg Theory in Kashmir Valley, India

Abstract

The study examines tourist satisfaction vis-à-vis destination quality in Kashmir valley. Kashmir valley in India is a strange mix of natural beauty, ancient culture, hostile neighboring countries, political restlessness, and prismatic character where the contrasting aspects of destination quality coexist. The assessment of quality in such cases often becomes difficult, if the studies conducted in developed nations are replicated. This study addresses the issue of tourist satisfaction from the destinations quality using Herzberg two factor theory, which also postulates the parallel presence of satisfiers and dissatisfiers. The objective of this research is not to validate this theory but use it to examine destination quality and tourist satisfaction. The results suggest that tourists perceived less quality on most of the factors at the destination, thereby indirectly creating less satisfied tourists who have less intent to revisit but positive intent to recommend the place. This is a valuable input to destination managers, who generally view perceived risks as barriers to tourists rather than examining the quality of motivator and hygiene factors.

Keywords: Herzberg Theory, Destination Quality, Tourist Satisfaction, Tourist Loyalty, Kashmir Valley

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