Title: Determinants of the value of fishing tourism experience among anglers

Authors: Raija Komppula; Jarno Suni; Lari Turunen; William C. Gartner; Anssi Vainikka

Addresses: Business School, University of Eastern Finland, Joensuu, Finland ' Business School, University of Eastern Finland, Joensuu, Finland ' Central Karelia Development Company KETI Ltd, Kiteentie 9–11 B, 82500 Kitee, Finland ' Applied Economics Department, University of Minnesota, Minneapolis, St. Paul, Minnesota, USA ' Department of Environmental and Biological Sciences, University of Eastern Finland, Joensuu, Finland

Abstract: In this study, we aim to use survey data to define the value of the fishing tourism experience to anglers. Customer value is examined within the framework of Sheth et al. (1991) consumption value theory, complemented by the togetherness value suggested by Komppula and Gartner (2013). Our study, based on 937 responses from Finnish anglers, shows that value expectations differ. Six experience value-based segments within the tourist angler population were identified: service-minded novelty seekers; tranquillity seekers; service-oriented catch keepers; recognition seekers; food anglers; and novelty seeking experts. We propose that the customer value framework by Sheth et al. (1991), complemented by a two-dimensional togetherness dimension (family, friends), is well suited for defining the value of a hobby-related tourist experience. Additionally, three sub-dimensions of epistemic value are distinguished. The study presents numerous managerial implications for fishing tourism service providers.

Keywords: fishing tourism; customer value; tourist experience; experience value; special interest tourism; value dimensions; segmentation.

DOI: 10.1504/IJSMM.2022.121258

International Journal of Sport Management and Marketing, 2022 Vol.22 No.1/2, pp.19 - 46

Received: 15 Oct 2020
Accepted: 16 Sep 2021

Published online: 24 Feb 2022 *

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