ABSTRACT
Using issues defined by tour participants, underlying dimensions of escorted tours were developed for pre-and post-tour evaluations and importances. Expectation dimensions emphasized itinerary issues whereas pre-tour importances concentrated on value, comfort, and safety. The items that make up these factors should be considered in pre-tour promotions. Personal enjoyment issues were combined in the primary post-tour satisfaction dimension whereas itinerary issues combined to create the primary post-tour importance factor. Tour designs should ensure that personal enjoyment issues are satisfied but should attempt to continually improve itineraries to better satisfy tour participants.
