Expectations and experiences gap for Penang Island tourists: an application of the HOLSAT model

This study adapted the holiday satisfaction model to assess the satisfaction level of tourists in Penang Island, Malaysia, with regards to 20 holiday attributes, by measuring the gap between experiences and expectations of the same attributes. The attributes were categorised into four groups, namely accessibility, accommodation, tourist amenities, and food/meals. The results were drawn from a questionnaire survey of 4,170 tourists who visited Penang Island in 2014. The data were analysed quantitatively using matrices. The mean score of expectations was then plotted onto a two-dimensional axis against the mean score of experiences. The significance of the results was determined using the paired t-test at a scale of 1:1000. The patterns of tourist satisfaction and dissatisfaction were detected and findings provided important insights for tourism stakeholders to take measures to provide better services and facilities to improve the experience of tourists visiting the island.