Tourist experience measurement in Quito city

Although tourist experience has been a deeply studied subject, the need to apply new methods to measure it from a holistic perspective still remains latent. This research aims to measure tourist experience in Quito through Likert-type scales on a comprehensive set of dimensions and indicators proposed in the specialized literature, and their graphic disposition through the importance - performance analysis matrix. To do this, a multivariate analysis is carried out and a theoretical proposal of dimensions and indicators of tourism experience is validated. Thus, this study determine the importance of each dimension and the performance perceived in them by tourist, identifying the influential factors about tourist satisfaction. The study validates the theoretical model subjected to empirical contrast and shows that tourist experience in Quito is highly satisfactory and influenced by twenty key aspects. Finally, research determines that tourist's expectations in the dimensions: uniqueness, multisensorily, rational quality and personal development, 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.