Determinants of Mature Travelers' Motorcoach Tour Satisfaction and Brand Loyalty

This study investigated attributes influencing mature travelers' satisfaction and brand loyalty of motorcoach tour operators and tour packages. Data were collected from 817 individuals 55 years and older who had taken a motorcoach tour during the previous 12 months. Respondents rated their satisfaction with 15 tour operator attributes and 40 tour package attributes. All attributes received ratings above 3.50, on a 5-point scale. Determinants of tour provider satisfaction, tour package satisfaction, tour provider loyalty, and tour package loyalty were identified using regression analyses. No significant differences in satisfaction or loyalty were found among demographic groups.