This study investigates the relationships between aspects of consumption behavior— emotion, equity, and attribution—and the consequences of tourists' satisfaction. It also examines their different degrees of satisfaction in line with these three determinants. The component of equity, which is affected by cultural background, is found to have a greater effect on tourist satisfaction than people had thought, even though it was kept hidden by tourists when on the tour. This study proposes that the channel of communication could be used as a moderator to facilitate tourist satisfaction response. The results might help the travel industry refine its service quality and contribute to the literature of customer satisfaction attributes in the tourism industry.
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