This paper seeks to identify the variables that are related to customer satisfaction
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auxiliary support and service delivery. Data were gathered through participant
observation during a mixed-nationality tour of Scandinavian destinations.
Expectations, customer on-tour attitude and behaviour and equity were identified as
affecting customer satisfaction during the service encounter. Additionally, the
consumption experience of hedonism and enjoyment (excitement factors) on the tour
had a significant effect on customer satisfaction. Two primary sources of complaints
were identified: first, the tour operator's itinerary planning and hotel
selection (basic factors), and second, the tour leader's competence
(performance factor). The findings indicate that the tour leader is a significant
determinant psychologically, spiritually and practically in influencing the success
of the tour product. The result contributes to a better knowledge for the tour
operator of tourism satisfaction in the international market for guided package tours.
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