Tourist experience measurement in Quito city

Abstract Although the tourist experience has been studied in-depth, the need for new methods for measuring it from a holistic perspective remains latent. This research aims to measure the tourist experience in Quito through Likert-type scales on a comprehensive set of dimensions and indicators proposed in the literature, and their graphic presentation through importance-performance analysis matrix. To do this, a multivariate analysis was carried out and a theoretical proposal of dimensions and indicators of tourism experience is validated. Thus, this study determines the importance of each dimension and the performance perceived in them by tourists, identifying the influential factors on tourist satisfaction. The study validates the theoretical model subjected to empirical verification and shows that the tourist experience in Quito is highly satisfactory and influenced by twenty key aspects. Finally, research determines that tourist's expectations in the dimensions: uniqueness, multisensory, rational quality, and personal enrichment, are balanced with what they obtained during their trip; on the other side, performance related to dimensions relational development and responsibility are perceived below their expectations.