Title: Understanding the relationships of value, satisfaction and behavioural intentions among adventure tourists

Authors: Jyoti Kumar Chandel; Sat Prakash Bansal

Addresses: IVS, Faculty of Commerce and Management, Himachal Pradesh University, Shimla 171005, India ' Maharaja Agrasen University, Atal Shiksha Kunj, Kalujhanda, Baddi, Distt. Solan, HP 174103, India

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.

Keywords: adventure tourism; behavioural intentions; emotional value; functional value; novelty value; tourist satisfaction; social value; value for money; services marketing; service value; India; intention to revisit; alternatives; word-of-mouth; WoM.

DOI: 10.1504/IJLTM.2014.065884

International Journal of Leisure and Tourism Marketing, 2014 Vol.4 No.2, pp.156 - 171

Received: 27 May 2014
Accepted: 28 Aug 2014
Published online: 28 Nov 2014 *

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