Honeymoon tourism: Exploring must-be, hybrid and value-added quality attributes

Based on a mixed-methods, this study aims to identify which attributes are more sensitive to the dissatisfaction, satisfaction or delight of honeymoon tourists by examining the asymmetric effect of quality attributes on the satisfaction of honeymoon tourists in Phuket, Thailand. By drawing on impact range performance and asymmetry analyses, asymmetric relationships assist researchers in identifying quality attributes as (1) frustrators and dissatisfiers (must-be attributes), (2) satisfiers and delighters (value-added attributes) and (3) hybrids. This approach enables an understanding of the dynamic impact of quality attributes on the satisfaction of honeymoon tourists rather than merely identifying quality attributes. Considering the limited insight into quality attributes in the existing honeymoon tourism literature, this study provides a novel view on the dynamic nature of multidimensional quality attributes and contributes to this body of literature.