Are Tourists Who Are Not Satisfied Necessarily Dissatisfied?

This study adopted two-factor theory in measuring tourist satisfaction by using two separate questions of ‘satisfaction’ and ‘dissatisfaction’ with the overall travel experience. It tests the premise that “tourists who are not satisfied are dissatisfied and those who are satisfied are not dissatisfied” on the basis of one-factor theory of consumer satisfaction, suggesting that there exist “tourists who are neither satisfied nor dissatisfied” and “those who are both satisfied and dissatisfied.” This implies that adopting the two-factor theory may be an advanced, more useful approach to study tourist satisfaction according to the research purposes and scopes.