The quality of gardens tourism and the visitor experience: differentiating between first time and repeat visitors

Abstract

ABSTRACT Tourism literature rarely mentions gardens as relevant tourist attractions. Unlike previous garden studies, this study examines gardens from a demand perspective. This study examines quality of visitors’ experience, satisfaction, and loyalty, and meaningfully explains a variance in behavioural intention between first-time and repeat visitors. A multi-sample structural equation path analyses that tests for differences between similar models of distinctive groups (first-time and repeat visitors) was applied in this study. The case study was conducted in a botanic garden in Central Florida. The results indicate that garden quality and visitors’ experiences predict satisfaction and visitors’ behavioural intentions for repeat garden visits. This study contributes to the sparse body of knowledge on the experience of visitors and their behavioural intentions to return to tourism gardens. These findings suggest that there is a significant difference between first-time and repeat visitors experience of garden quality dimensions and subsequent satisfaction and loyalty.