The Impact of Perceived Value on Satisfaction of Adventure Tourists: With Special Reference to Sri Lankan Domestic Tourists

W N Hettiarachchi,H M A Lakmal

doi:10.4038/cbj.v9i1.23

Abstract

This paper aims to investigate the drivers of customer value and their respective influence on satisfaction in the particularly under-researched area of adventure tourism with reference to the Sri Lankan domestic context. The multidimensional perceived value framework (PERVAL) was used and the study adopted a quantitative, explanatory and single cross-sectional research design. Convenient sampling method was used and 267 responses were evaluated through a structured questionnaire which was employed targeting domestic tourists who have participated in any kind of adventure activity in Sri Lanka. Results of regression analyses concluded that there is a direct and positive influence of perceived value on satisfaction in an adventure tourism setting. Furthermore, Sri Lankan domestic tourists attached more importance to novelty value and emotional value. The foremost implication of this study is that adventure tour operators should account for differences in value perception especially novelty highs like thrill, fear, curiosity and authenticity for domestic tourists when planning tour operations and itineraries.

Highlights

The travel and tourism industry is one of the fastest growing and the largest sectors of the world economy (World Travel & Tourism Council, 2018)
This research attempted to test the applicability of a number of associations between perceived value and satisfaction suggested in literature, in the adventure tourism context in Sri Lanka
Findings of the study validated a number of previous scholarly work where the customer value has been found as a considerable antecedent on customer satisfaction (e.g., Anderson, Fornell, & Lehmann, 1994; Bajs, 2015; Cronin et al, 2000; McDougall & Levesque, 2000)

Summary

Introduction

The travel and tourism industry is one of the fastest growing and the largest sectors of the world economy (World Travel & Tourism Council, 2018). In many countries of the world, tourism activities are considered as more important than production and other services, concerning its economic and social aspects (Agaraj & Murati, 2009). The commercialisation of adventure-based experiences and ecotourism are the fastest growers within the world tourism industry with an approximate growth of 15%-20% per year which represents more than 25% of the tourism market (Agaraj & Murati, 2009; Williams, Souther, Ashill & Naumann, 2017). Different adventure tourism destinations and products have emerged to convene the growth in demand ranging from ‘soft’ adventure activities (less demanding physical effort) to ‘hard’ adventure experiences (generally comprise physical or mental challenge) (Williams et al, 2017). Adventure tour experiences can be further classified as land-based, water-based and air-based activities and domestic tourists can experience all these three kinds of activities in Sri Lanka (see Appendix)

Objectives

Methods

Discussion

Conclusion