Advanced International Journal of Multidisciplinary Research

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Do Tourists and Non-Tourists Differ? A Comparative Analysis of Guest Satisfaction at Casual Dining Outlets in Himachal Pradesh through an Expectation-Disconfirmation Lens

Author(s) Mr. Vishal Kaushal, Ms. Muskan Chauhan
Country India
Abstract Purpose. Casual dining outlets in tourism destinations serve two structurally different guest segments—travelling tourists and resident non-tourists—yet most satisfaction studies pool them. This paper isolates and compares the satisfaction of tourists and non-tourists at casual dining outlets in Himachal Pradesh, India, and interprets the difference through the expectation-disconfirmation paradigm.
Design/methodology/approach. Primary data were collected from 500 guests (300 tourists and 200 non-tourists) selected by simple random sampling and measured on the validated 30-item Guest Perception and Satisfaction Measurement Scale (GPSMS; Cronbach's α = 0.913). Independent-samples t-tests compared the two segments on four evaluative domains—services, cuisines, overall satisfaction, and the impact of food and services—and on the composite measure.
Findings. Non-tourists were significantly more satisfied than tourists on every domain and overall (all p < 0.01). Non-tourist means clustered near 23.6 (‘high' band) while tourist means clustered near 20.1 (‘average' band), a consistent difference of roughly 3.5 scale points and a large effect. The null hypothesis of no difference (H05) was rejected.
Originality/value. The study provides rare Indian evidence that resident and tourist guests evaluate the same casual dining offer differently, and it explains the direction of the gap—counter-intuitively, the destination's marquee segment is the less satisfied one—through calibrated expectations. It draws out the segmentation implications for restaurateurs and destination managers.
Keywords tourist vs non-tourist; guest satisfaction; expectation-disconfirmation; casual dining; market segmentation; culinary tourism; Himachal Pradesh.
Discipline Business Administration
Published In Volume 3, Issue 2, March-April 2025
Published On 2025-04-05
DOI https://doi.org/10.62127/aijmr.2025.v03i02.1481
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