VALUE, SATISFACTION AND BEHAVIORAL INTENTIONS IN AN ADVENTURE TOURISM CONTEXT

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.