A theoretical framework for the study is provided by Woodruff and Gardial's (1996)
customer value determination model in which product attributes produce positive and
negative consequences which mayor may not conform to customer values. This value
determination is the main antecedent of customer satisfaction. Quality, value and
satisfaction are shown to have significant implications for the development and success
of tourism, a complex phenomenon, with economic, technical and social components.
Various typologies exist, which have implications for tourism planning.
A survey (n=553) and qualitative interviews (n=24) contextualized by participant
observation were conducted to explore internal tourists' value perceptions and
satisfaction with selected services in Jeddah and Abha. Descriptive and inferential
statistics, and inductive analysis, were employed to analyse the data collected.