Local customer satisfaction in tourism destination: the case of tourism offer in Serres prefecture

Abstract

This study aims at exploring level of satisfaction of people residing into prefecture of Serres towards touristic locations and sights located in the area. The importance of this topic lies in the fact that tourists’ positive experiences of touristic service provided by tourism destinations can produce further customer retention as well as positive word-of-mouth. Analysis focuses on the main elements that can influence customer satisfaction from the services. In order to conduct and complete this study, 183 web and printed questionnaires were filled and analyzed amongst permanent and temporary residents of prefecture of Serres. Satisfaction from natural attractions, sport attractions and cultural/historical sights is investigated. Findings show that the majority of the sample is moderately satisfied with touristic services provided in the targeted area, even though many of the participants tend to make this kind of internal vacation for only a couple of days and maximum twice per year.