The Factor Structure of Tourist Satisfaction at Pilgrimage Destinations: the Case of Medjugorje

Although there is an abundance of studies on secular tourist satisfaction and perceived quality of respective tourist destinations, these issues have remained largely neglected when it comes to pilgrimage destinations. The objective of this paper thus is to investigate the key drivers of tourist satisfaction in a pilgrimage destination context by using the case of Medjugorje, one of the most renowned shrines to the Virgin Mary in the world. A recently proposed moderated regression analysis is used to explore whether individual destination attributes can be classified into factors with either a larger or smaller potential to generate satisfaction than dissatisfaction, according to the three-factor theory of customer satisfaction. Copyright (c) 2012 John Wiley & Sons, Ltd.