Comparing local and international tourists perceptions of service experience dimensions of an attraction and a destination: the case of South Africa

Abstract

This study aimed to check for relationships of perceptions between service experience dimensions („hedonism’, ‘interaction’, ‘safety’, and ‘recognition’) of South Africa as a destination, and Arts on Main as an attraction within South Africa. Also, perceptions of service experience dimensions between domestic and international tourists were compared. A questionnaire survey of 151 tourists‟ perception of South Arica and Arts on Main was conducted between May and July 2014. Tourists were sampled using non-probabilistic convenience sampling method. Bivariate analyses of the data collected were done. Spearman‟s correlation test (two-tailed) was used to check for relationships between tourists‟ perceptions of South Africa‟s service experience and Arts on Main service experience. Pearson Chi-Square test checked relationships between tourists profile and tourists‟ perceptions of service experience dimensions. The findings of this study indicate that there is a relationship between tourists‟ service experience dimensions perceptions of an attraction and the destination in which the attraction situates. Furthermore tourists‟ profile has been found to relate to tourists‟ service experience dimensions perceptions of an attraction and destination. Domestic and international tourists differ significantly regarding perceptions of service experience dimension of „recognition‟ („being taken seriously‟) in South Africa, but not in other service experience dimensions of „hedonics’, ‘involvement’, and ‘peace of mind/safety’.