ULPGC measures tourist satisfaction in South Africa – La Provincia

The researcher of the University of Las Palmas de Gran Canaria, Juan Carlos Martín, has done a research work with two researchers from South Africa, Melville Saayman and Engelina du Plessis, in which they measure the satisfaction of the international tourist, from a different approach.

This work has been published in a research article that contributes to the debate on how to determine tourist satisfaction. The objective is to analyze by using diffuse numbers to what extent international tourists visiting South Africa are satisfied. The measurement of satisfaction with touristic destinations (DSAT) is based on a diffuse model of decision making multicriteria (F-MCDM) which evaluates according to a series of different segments such as gender, age and mother tongue.

There is empirical evidence on the differences in satisfaction that the segments considered in the analysis experience. The results show that women are more satisfied than men; tourists between 56 and 65 are the most satisfied, while those under 35 are the least satisfied. Also, native English speakers are more satisfied than other tourists.

These results have clear implications for the design of marketing campaigns for South African destinations, especially for those segments analyzed in the study. And work also describes proposals for future research.

Juan Carlos Martín, who is a member of the University Institute of Tourism and Sustainable Economic Development (Tides), believes that in the Canary Islands a similar study could be done if the policy makers were interested in using the capacity of the researchers of the ULPGC that appears in the ranking of Shanghai in the position number 30 in the area of ​​Tourism.

This research paper has been published in the international journal ‘Journal of Hospitality and Tourism Management’, which is the official magazine of CAUTHE (Australian Tourism Council and Hospitality Education Inc.). The magazine is interested in a wide range of topics that include tourism and travel management, leisure and recreation studies and the emerging field of events. The reputation of the magazine is supported by being included in SSCI (Index of Appointments in Social Sciences).

The Tides is a research Institute that aims to develop research in tourism of excellence, generating and disseminating scientific knowledge, and integrating into international tourism excellence networks. On the other hand, it carries out education, training and awareness for the improvement of tourism development. Finally, it applies the knowledge generated to promote the improvement of the economic, social and environmental tourism development of the destinations.

The Tides as the Institute responsible for tourism research at the ULPGC has contributed to the fact that it occupies the fourth position as a research center in scientific productivity in tourism in Europe, second worldwide, shared with other institutions, in scientific productivity on marketing and destination management, fourth worldwide in scientific productivity in research on image and brand, first in Latin America in scientific productivity in hospitality.


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