VALUE, SATISFACTION AND BEHAVIORAL INTENTIONS IN AN ADVENTURE TOURISM CONTEXT

P. Williams; Geoff Soutar

doi:10.1016/j.annals.2009.02.002

VALUE, SATISFACTION AND BEHAVIORAL INTENTIONS IN AN ADVENTURE TOURISM CONTEXT

P. Williams, Geoff Soutar

Research output: Contribution to journal › Article

367 Citations (Scopus)

Abstract

The growth in demand for adventure tourism has been significant in recent years. This study applied an existing marketing framework and empirically examined the relationships between value, satisfaction, and behavioural intentions in an adventure tourism context. Four hundred and two respondents provided their perceptions of the value for an adventure tour in Australia. Customer value was conceptualised as a multidimensional construct and indeed three value dimensions had strong, positive influences on customer satisfaction and behavioural intentions in an adventure tourism setting. Value-for-money was prominent, but also emotional value and novelty value were also significant predictors of satisfaction and future intentions. The present study suggests that researchers should take a broader, holistic view of value in a tourism context.

Original language	English
Pages (from-to)	413-438
Journal	Annals of Tourism Research
Volume	36
Issue number	3
DOIs	https://doi.org/10.1016/j.annals.2009.02.002
Publication status	Published - 2009

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abstract = "The growth in demand for adventure tourism has been significant in recent years. This study applied an existing marketing framework and empirically examined the relationships between value, satisfaction, and behavioural intentions in an adventure tourism context. Four hundred and two respondents provided their perceptions of the value for an adventure tour in Australia. Customer value was conceptualised as a multidimensional construct and indeed three value dimensions had strong, positive influences on customer satisfaction and behavioural intentions in an adventure tourism setting. Value-for-money was prominent, but also emotional value and novelty value were also significant predictors of satisfaction and future intentions. The present study suggests that researchers should take a broader, holistic view of value in a tourism context.",

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