The purpose of this study is to accurately evaluate the tourist experience of consumers and to propose an effective evaluation system to maintain the relationship continuously. For this purpose, three studies were organized.
NPS is an index calculated through recommendation intention. Therefore, it is an effective evaluation system for evaluating the performance of tourism and managing the relationship with customers through marketing communication.
In Study 1, a systematic approach to the NPS index and the NPS index were calculated for 100 representative tourist destinations in Korea.
In Study 2, NPS index is an effective index for evaluating the performance of a tourist destination, and comparatively analyzed the effects of the NPS index and recommendation intention on revisit intention, customer loyalty, and relationship continuity intention.
In Study 3, a structural model analysis was conducted on the effects of service quality, customer satisfaction, brand assets, and relationship benefits on recommendation intention. As a result of the verification, it was found that the relational benefit had the highest influence on the recommendation intention.
As a result, this study proposes practical implications on whether the NPS index is suitable as a performance of the tourism industry through a comparative study of the use of the NPS index for tourism evaluation and various customer performance indicators.