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An Estimation of Zone-Of-Tolerance Based on Destination Atmospherics


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1 Department of Management and Business Administration, Aliah University, Kolkata, India
     

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Zone-of-tolerance (ZOT) was found to have deterministic role in accepting or rejecting a service based on perceived quality of service. The constructs of ZOT are yet to be empirically tested in the context of visitors' experience and perception of a destination. Destination atmospherics are apprehended to influence the ZOT for the visitors. This paper attempts to develop a model of TOURZOT based on destination atmospherics. Accordingly the study focused on identifying the limits of ZOT for a visiting tourist. The measurement constructs, adopted from previous studies on ZOT, were adequately modified to suit the study. The findings affirmed the proposed model and found significant impact of destination atmospherics in shaping the ZOT of visiting tourists. The study provides insights for the practitioners regarding the cognitive alignment of tourists based on expected service quality and the pivotal destination atmospheric components that can shape the ZOT.

Keywords

Destination, Atmospherics, Measurement, Zone-Of-Tolerance, Tourists.
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  • An Estimation of Zone-Of-Tolerance Based on Destination Atmospherics

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Authors

Arup Kumar Baksi
Department of Management and Business Administration, Aliah University, Kolkata, India

Abstract


Zone-of-tolerance (ZOT) was found to have deterministic role in accepting or rejecting a service based on perceived quality of service. The constructs of ZOT are yet to be empirically tested in the context of visitors' experience and perception of a destination. Destination atmospherics are apprehended to influence the ZOT for the visitors. This paper attempts to develop a model of TOURZOT based on destination atmospherics. Accordingly the study focused on identifying the limits of ZOT for a visiting tourist. The measurement constructs, adopted from previous studies on ZOT, were adequately modified to suit the study. The findings affirmed the proposed model and found significant impact of destination atmospherics in shaping the ZOT of visiting tourists. The study provides insights for the practitioners regarding the cognitive alignment of tourists based on expected service quality and the pivotal destination atmospheric components that can shape the ZOT.

Keywords


Destination, Atmospherics, Measurement, Zone-Of-Tolerance, Tourists.

References