StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...
Free

Value, satisfaction and behavioural intentions in an adventure tourism context - Essay Example

Cite this document
Summary
The purpose of this review is to evaluateWilliam and Soutar’s research paper, “Value,Satisfaction and Behavioural Intentions in an Adventure Tourism Context” published in an Elsevier Journal in 2009,from an utilitarian perspective and therefore to assess their investigations’ contribution to the ongoing research on adventure tourism…
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER95.7% of users find it useful
Value, satisfaction and behavioural intentions in an adventure tourism context
Read Text Preview

Extract of sample "Value, satisfaction and behavioural intentions in an adventure tourism context"

Review of “Value, Satisfaction and Behavioural Intentions in an Adventure Tourism Context” The purpose of this review is to evaluate Paul William and Geoffrey N. Soutar’s research paper, “Value, Satisfaction and Behavioural Intentions in an Adventure Tourism Context” published in an Elsevier Journal in 2009, from an utilitarian perspective and therefore to assess their investigations’ contribution to the ongoing research on adventure tourism. Further this review will critically evaluate the validity and eligibility, in particular, of their research. In this regard, especially the literature review, method and analysis sections will be assesses and evaluated critically in search of any anomalies misinterpretations on the researchers’ side that might affect their findings. In their article, Williams and Soutar have investigated into the impacts of the adventure tourists’ value and satisfaction on the consumers’ consumption, decision-making and future intentions for the product of adventure tourism. In William and Soutar’s own words, the study is “an attempt to answer some of these questions and used a recognized services marketing framework to examine the relationships between adventure tourists’ perceptions of value, satisfaction and future intentions” (414). Though William and Soutar’s exploration into the interrelations between the adventure “tourists’ perceptions of value, satisfaction and future intentions” in both theoretical and practical frameworks from a “Multidimensional Perspective of Customer Value” perspective is not any novel exploration into the adventure tourism from the consumers’ perspective, their research sets a significant milestone for the future researches in this field, while enabling the researchers to have a fresh look of the behavioural pattern of the adventure tourists’ perception of values and their future intentions. In an increasingly flourishing market of adventure tourism during the past ten years or so, the frontiers of the existing tourism industries in countries around the world start to put more attention on appending the components of adventure tourism by either restructuring or reorganizing the existing one. Consequently the nature and emerging structure of adventure tourism increasingly began to be in the focus of the investigation and research of the scholars in this field. The major trend of the scholars’ researches on adventure tourism remains focused on the achievement of the consumers’ attention through quality of service. But the consumers’ value as well as their perception of adventure tourism has remained unexplored. Referring to scholars like Baker and Crompton (2000), Botterill and Crompton (1996), Jayanti and Ghosh (1996) and others, William and Soutar contend that a significant number of studies on the “intangibility, dynamism and subjectivity” of the tourists’ consumptions as well as on the “functional, objective and tangible components” of consumerism in a tourist destination have been led by the researchers in the past years, there is a “lack of understanding about the nature of these experiences or their relationship with marketing constructs, such as service quality, customer value or satisfaction” (415). Being inspired by this research gap, William and Soutar attempt to provide his readers with a deeper insight into the behavioural nature of a tourist’s intention and choice for adventure tourism. For this research, William and Soutar mainly depended on the quantitative analysis of the data converted into numeric values. The collected the consumer value, satisfaction and intentions related data from on-spot adventure tourists who traveled “on four-wheel drive adventure tours to the Pinnacles in Western Australia” (419). They especially put emphasis on the particular functional and objective features, of the adventure tourist spot, such as the spatial and durational length of the tours, geophysical nature of the spot, safety and security, insurance for other life-supporting materials, and other features that might fulfill the tourists’ adventure pursuits etc. The researchers took careful attempts to keep the data unbiased. The data were collected from about “450 passengers on 41 different tours from the two companies” through questionnaires that include “questions on the data required for this study” (420). In order measure the participants’ perception of value, “satisfaction and intention questions” the researchers asked them “to rate their perceptions on a 7-point Likert scale with ‘‘1’’ representing ‘‘Strongly Disagree’’ and ‘‘7’’ representing “Strongly Agree” and the value dimensions were chosen from “the PERVAL value scale” (422). The data were analyzed in two stages: in the first stage, through a confirmatory factor analysis, the “composite constructs for the various constructs of interest were estimated” in order to identify “the relationships between a latent construct and its observed variables” (422). In the second stage, those composite constructs were handled to explore the “relationships between the various value dimensions and their respective impact on customer satisfaction and customer intentions” (423). The study reported the following findings: a. the result obtained from the analysis of the data shows a clear coherence with some of the previous studies to a great extent, b. consumer values functioned as factors that determine a consumer’s satisfaction and future intension, c. value dimension have influenced both the consumers’ satisfaction and intention, d. tour operators-provided values such as value-for-money and novelty value had positive effect on the tourists’ intention and desire for future tourism. The researchers reached the conclusion that the multidimensional framework of value has significant influence on the consumers’ perception of the adventure component of tourism products. Apart from the value-for-money dimension, the socio-psychological value dimensions such as novelty value and emotional values are greatly influential on the consumers’ decision making. Often the lacking of value-for-money can be compensated socio-psychological value dimensions of a tourism product, as William and Soutar says, “Adventure travelers’ need to gain emotional highs and an adrenalin rush has been noted previously and this study confirmed the strong relationship between emotional value, satisfaction and customer intentions in such a context” (429). This study has several implications for both the marketing practice and future research in this field. For marketing practice, the study suggests that the tour operators need to be more attentive to the provisions of socio-psychological values “such as happiness, enjoyment, excitement, thrills and adrenalin rush” (429). But emotional value and novelty may be related to other negative emotional values such fear, lack safety and security. Therefore, adventure operators “need to manage the emotional highs, within the boundaries of professional risk management to ensure such activities are sustainable” (430). The study shows that socio-psychological values within the multidimensional perspective of consumers’ value play significant role in influencing a consumer’s sense of satisfaction and future intentions. But due to the quantitative approach to the research topic the researchers were not able to encompass other psychological values within their research area. One such unexplored value is the tourists’ cultural values. Though exploration of cultural values may fall in a different tourism product category of cultural tourism, a tourist’s cultural perception of adventure tourism can also impact his or her satisfaction and future intention. So this study may be helpful to future researches on this subject. William and Soutar’s research on customer’s value, satisfaction and intention is important for me in a number of ways. From writing this review I learned that customers’ values and satisfaction can influence their future intension. I think that the current adventure tourism industry can evaluate their marketing strategy while focusing more on the social values, emotional values, whereas some specific values such as functional value, value-for-money, and novelty value receive the most priority in attracting the tourists. Adventure tour company’s attempts to enhance the socio-psychological values will greatly contribute to the growth of the number of the returning tourists and recommended tourists. Socio-psychological values are greatly related to the hospitality sector of the tourism industry. Therefore, the hospitality management should put more emphasis on these values. References William, P. and Soutar, G. N. (2009) “Value, Satisfaction and Behavioural Intentions in an Adventure Tourism Context”, Annals of Tourism Research, Vol. 36, No. 3, pp. 413–438,   Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Value, satisfaction and behavioural intentions in an adventure tourism Essay”, n.d.)
Retrieved from https://studentshare.org/tourism/1420367-value-satisfaction-and-behavioural-intentions-in-an-adventure-tourism-context
(Value, Satisfaction and Behavioural Intentions in an Adventure Tourism Essay)
https://studentshare.org/tourism/1420367-value-satisfaction-and-behavioural-intentions-in-an-adventure-tourism-context.
“Value, Satisfaction and Behavioural Intentions in an Adventure Tourism Essay”, n.d. https://studentshare.org/tourism/1420367-value-satisfaction-and-behavioural-intentions-in-an-adventure-tourism-context.
  • Cited: 0 times

CHECK THESE SAMPLES OF Value, satisfaction and behavioural intentions in an adventure tourism context

Overview of Romanias National Parks

It is worth mentioning in this context that the natural wealth of Retezat National Park is considered to be one of the most favourite locations of the region that tends to attract a significant proportion of leisure tourists and educational tourists visiting Romania.... It is in this context that sustainable tourism can be effectively achieved with the development of certain strategies with the purpose of designing a positive structure of the tourism industry (Ali & Frew, 2013; Tribe, 2010; Swarbrooke, 1999)....
14 Pages (3500 words) Essay

Transportation Travel behavior

In this context, the... There are two key issues that have been explored through this study: a) whether travel attitudes can be measured effectively by employing theories common in psychology and b) whether psychologists support the value of travel attitude in estimating the level of travel demand, as developed in a particular market....
17 Pages (4250 words) Research Paper

Tourism: destination loyalty

The study aims to highlight these differences. The current tough market in tourism has increased the pressure on the tourist market to create new and creative ways to lure tourists into Case in point is India, where the emergence of international chains of hotels have increased and even boosted the tourism industry and increased tourist loyalty (Luring Tourists, Tatas Way, 2003).... The result is the change that is experienced around the world regarding tourism, that is the globalization of the tourist industry with help of hotel industry (Luring Tourists, Tatas Way, 2003)....
12 Pages (3000 words) Essay

Tourism Management in the UK: Issues, Impact and Recommendation

Hotel industry was selected as a subsector of tourism because the sector largely intersects a number of economic sectors such as hotel,… The global tourism sector witnessed a sea change since the recession and is continuously adjusting to accommodate the growing trends.... In recent years, tourism was witnessed to experience tremendous growth.... tourism sector experienced strong domestic as well as international growth primarily because it delivers a myriad of several advantages to travellers, tourists and their hosts (Bosselman, Peterson and McCarthy, 1999)....
12 Pages (3000 words) Essay

Culture and purchase intention for luxury consumption

The hospitality and tourism industry have faced a big challenge while targeting this portion of the customer profile as they enter new markets (Truong, McColl & Kitchen, 2009).... The purpose of this review is to establish cultural influence within the luxury market and how this may impact a tourism and hospitality industry.... The priority of any managers is to satisfy customers, which can only be accomplished when companies understand customers' purchase intentions....
15 Pages (3750 words) Literature review

Tourism, Leisure and Society

This essay "tourism, Leisure and Society" assesses the similarities and/or differences of leisure and tourism behaviors, as well as psychological and social factors that influence tourism and leisure to a great deal.... hellip; Leisure and tourism have some observable differences, but they are also closely related in terms of the activities involved and the factors that drive individuals to participate in them.... There exist familiar influences that explain how individual behavior during tourism and leisure experiences, which include psychological and sociological factors like the motivations, economic status....
9 Pages (2250 words) Essay

Sustainable Tourism Strategy for Romania National Park

This case study "Sustainable tourism Strategy for Romania National Park" focuses on strategies proposed by the tourism Board of Romania for the Retezat National Park has been taken into consideration for the enhancement of the overall functioning of the park.... nbsp;… The strategies proposed by the authority of Romania tourism can be observed to represent a multidimensional approach in benefitting the overall performance of the Retezat National Park....
14 Pages (3500 words) Case Study
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Contact Us