Abstract
This study has applied a services marketing framework and empirically examined the relationships between service value, satisfaction and behavioural intentions among adventure tourists. Conceptual model was tested with primary data which was collected from 235 adventure tourists in Himachal Pradesh, India. As hypothesised, functional value, novelty value and social value were found to significantly influence the satisfaction while emotional value and value for money indicated no significant influence on the satisfaction of adventure tourists. Relationships between satisfaction and behavioural intentions (intention to revisit, search for alternatives and word–of–mouth referral) were found to be significant as hypothesised.
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