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Abstract
Sirakaya, Ercan, James Petrick
and Hwan-Suk
Choi. "The Role of Mood on Tourism Product Evaluations,"
Annals
of Tourism Research, 2004, 31:3 (July),
517-539
Investigations into
the
relationship
between customer satisfaction and service quality have ubiquitously
assumed
that such evaluations are free of bias that may stem from consumers’
emotional
states during the evaluation stage. These dispositions at the time of
evaluation of
a service
may contribute to errors in measurement of customer satisfaction. This
study
examines the effect of consumers’ mood on service evaluations of
a tourism
product using a sample of cruise vacationers. Findings indicated that
mood
moderates tourists’ overall satisfaction levels.
Theoretical and
practical contributions of study findings arediscussed within the
realm of consumer behavior theory.
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