The Impact of Perceived Value on Satisfaction of Adventure Tourists: With Special Reference to Sri Lankan Domestic Tourists
W. N. Hettiarachchi and H. M. A. Lakmal
This paper aims to investigate the drivers of customer value and their respective influence on satisfaction in the particularly under-researched area of adventure tourism with reference to the Sri Lankan domestic context. The multidimensional perceived value framework (PERVAL) was used and the study adopted a quantitative, explanatory and single cross-sectional research design. Convenient sampling method was used and 267 responses were evaluated through a structured questionnaire which was employed targeting domestic tourists who have participated in any kind of adventure activity in Sri Lanka. Results of regression analyses concluded that there is a direct and positive influence of perceived value on satisfaction in an adventure tourism setting. Furthermore, Sri Lankan domestic tourists attached more importance to novelty value and emotional value. The foremost implication of this study is that adventure tour operators should account for differences in value perception especially novelty highs like thrill, fear, curiosity and authenticity for domestic tourists when planning tour operations and itineraries.
Keywords: Tourists’ Satisfaction, Perceived Value, PERVAL Value Scale, Adventure Tourism