Emotional and Cognitive Drivers of Customer Satisfaction in Adventure Travel

IF 1 Q3 HOSPITALITY, LEISURE, SPORT & TOURISM
Linda E. McNeely, Jennifer L. Burton, Julia R. Pennington
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引用次数: 3

Abstract

Customer satisfaction has become the critical outcome variable in tourism where traveler experiences become electronic word of mouth (eWOM) for future visitors, yet the drivers of customer satisfaction in adventure travel are not well established in academic literature. This study relies on both qualitative and quantitative measures to examine visitor perceptions at a wild animal reserve to determine drivers of customer satisfaction in adventure travel. The theoretical framework extends Oliver's expectation disconfirmation theory to this new and growing sector that differs in that consumers are seeking out unexpected experiences in their travel adventures. This research addresses the role of expectations in a context where customers are seeking the unexpected. This work also incorporates Russell's circumplex theory of affect to illustrate the importance of achieving a positive, high activation state on the path to customer satisfaction. Findings indicate that perceptions of novelty, value, conservation focus, authentic cultural experience, and freedom of exploration are drivers of customer satisfaction, but perceptions of tranquility and the presence of animals are not. Results imply that the desire to seek animals or tranquil settings motivate the desire to book an adventure travel experience, but satisfaction with the experience itself will require the delivery of experiences that are undiscovered, unexpected, and go beyond consumers' preconceived notions. These novel experiences produce the high activation and positive disconfirmation that drive customer satisfaction in this unique travel context.
探险旅游中顾客满意度的情感和认知驱动因素
客户满意度已成为旅游业的关键结果变量,旅行者的体验成为未来游客的电子口碑(eWOM),但冒险旅行中客户满意度的驱动因素在学术文献中尚未得到很好的确立。这项研究依靠定性和定量测量来检验野生动物保护区游客的感知,以确定冒险旅行中客户满意度的驱动因素。该理论框架将奥利弗的预期不确认理论扩展到了这个新的、不断发展的行业,其不同之处在于消费者在旅行冒险中寻求意想不到的体验。这项研究探讨了期望在客户寻求意外情况下的作用。这项工作还结合了罗素的复杂情感理论,以说明在实现客户满意度的道路上实现积极、高度激活状态的重要性。研究结果表明,对新奇、价值、保护重点、真实的文化体验和探索自由的感知是客户满意度的驱动因素,但对宁静和动物存在的感知不是。研究结果表明,寻找动物或宁静环境的愿望激发了预订冒险旅行体验的愿望,但对体验本身的满足将需要提供未被发现、意想不到的体验,并超越消费者的先入为主的观念。这些新颖的体验产生了高度的激活和积极的不确认,在这种独特的旅行环境中推动了客户的满意度。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Tourism Review International
Tourism Review International HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
3.90
自引率
11.80%
发文量
19
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