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Contrary to the existing satisfaction theories, Herzberg"s two-factor theory argues that satisfaction and dissatisfaction are two different constructs, each of which are influenced by separate causes, motivation and hygiene factors, respectively. This study used the two-factor model to examine wheth...

Contrary to the existing satisfaction theories, Herzberg"s two-factor theory argues that satisfaction and dissatisfaction are two different constructs, each of which are influenced by separate causes, motivation and hygiene factors, respectively. This study used the two-factor model to examine whether the tourist satisfaction and dissatisfaction are in fact a function of the two-factors. Swan and Combs"(1976) notion of expressive and instrumental performance of consumer product was used in place of motivation and hygiene factors respectively. Data were collected from 396 randomly selected visitors to Gyeongju. Respondents were divided into satisfied and dissatisfied group and Chi-square test was performed to examine whether each group was affected by different factors. The results of this study partially supports the two-factor model: the overall satisfaction of satisfied group was correlated more highly with expressive than instrumental performances as hypothesized, but overall dissatisfaction of dissatisfied group was also associated more with the former than the latter, rejecting the theory. Some practical implications for destination management are also provided.

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