He and Song (2009) define 'perceived value' as the evaluation of the customer's overall assessment of the utility of a service product based on perceptions of what is received and what is given, 'tourism satisfaction' as overall tour satisfaction -an overall affective response that reflects a customer's emotional state of mind created by his or her exposure to a service experience, while 'perceived quality' is an evaluation of the attributes of a service that are primarily controlled by a supplier (Baker, Crompton 2000; Cronin et al.,2000). Two main questions were used to indicate overall tourism satisfaction:'How well the service quality of the tour conforms to customer's prior expectations before joining the tour' and 'How close the service quality of the tour is to that of customer's ideal case'. 'Repurchase intentions'
in the model are determined by the ultimate question 'How likely customer is to visit the travel agent again'. Hence, the main goal of tour operator is the provision of the service which: encouraged customer to return; induced trust and confidence in service provider; met customer's expectations or even exceeded them.