ABSTRACT
In some respects, the concept of customer satisfaction in tourism can be likened to the search for the Holy Grail. It is highly revered and sought after by the industry, but remains an elusive concept methodologically. There is in fact little consensus as to ‘what’ satisfaction actually is despite exhaustive attention given to the subject over recent decades. To provide a comprehensive review of the literature on the subject, therefore, is not an easy task as one is immediately faced with a plethora of research from different approaches, spanning decades. And yet despite all this research, and despite customer satisfaction being the ultimate goal of tourism marketing, it seems we are still no closer to understanding what satisfaction actually means to people.
