Order does matter: recency effects in tourist satisfaction after multi-destination trips

Whereas the drivers of tourist satisfaction with a destination have been largely studied, we know little about whether the serial order of the destination in multi-destination trips plays a role in explaining satisfaction. Based on a large longitudinal data set and using ordered probit models, we show that tourists are systematically highly satisfied with those destinations visited later within a multi-destination trip. This finding is conditional on a large set of controls and individual random effects. Interestingly, length of stay at each destination, age and travel party size are found to be significant mediators of the relationship between the serial order of the trip and satisfaction, partially counterbalancing recall bias. The results provide evidence of recency effects in tourist satisfaction recall and have important implications for the interpretation of tourist satisfaction studies.