Value perceptions of private game reserve visitors and managers: an exploratory study

Abstract

Purpose – After identifying those underlying consumer value dimensions associated with the private game reserve experience, and their contribution to visitors’ behavioral intentions, the purpose of this paper is to compare managers’ and visitors’ perceptions of value experienced and value delivered. Design/methodology/approach – Two similar questionnaires with five-point Likert scales gathered the perceptions of 30 managers and 162 visitors. Data analysis included factor analysis, multiple regression analysis and an independent-samples t-test. Findings – Consumer value comprises seven dimensions. Managers’ perceptions of value delivered exceeded visitors’ perceptions of value experienced on all seven dimensions. Statistically significant differences existed for emotional value, monetary price, behavioral price, novelty and social value, but not for reputation and quality. Research limitations/implications – Results cannot be generalized and must be interpreted with caution due to the small samples and the South African wildlife focus. The resulting measuring scale can be further refined and applied to a larger sample of reserves and visitors in an international environment, particularly in African countries known for wildlife tourism. Practical implications – The results suggest a need to align managers’ and customers’ perspectives to optimize consumer value. Identifying perception gaps will prevent resources being spent on elements not valued by customers, and closing gaps will help improve visitor satisfaction and retention. Originality/value – Few studies have examined consumer value in a wildlife context, or simultaneously from a manager and customer perspective. This study identified latent value dimensions and gaps in value perceptions associated with private game reserves.