Ecotourists’ satisfaction and dissatisfaction: asymmetric effects of service attributes

Purpose The purpose of this paper is to identify and classify ecotourism service elements according to their instrumentality to customer satisfaction. Design/methodology/approach Drawing on the ECOSERV model, the authors conduct further qualitative and quantitative research to find additional dimensions of service quality. Kano’s model and Customer Satisfaction Index are then employed with a sample of 324 ecotourists to categorize these service...