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Validating a customer well-being index related to natural wildlife tourism

Key Message

The positive influence on travel outcomes (length of stay, number of visits, and total expenses) as it applies to natural wildlife tourism validates the related customer well-being (CWB) index.

Source

Lee, Dong-Jin et al. (2014). Validating a customer well-being index related to natural wildlife tourism. Tourism Management. 45(in progress): 171–180. DOI: http://dx.doi.org/10.1016/j.tourman.2014.04.002

Purpose

This study reports an attempt to validate a customer well-being (CWB) index related to natural wildlife tourism. Its hypothesis was that the CWB index as it related to wildlife tourism has a positive influence on travel outcomes (length of stay, number of visits, and total expenses), mediated by perceived value and customer loyalty. These hypotheses were tested using four waves of surveys of customers (overnight visitors) intercepted at the park in a two-year period.

Evidence

The survey data provided support for the hypotheses, which, in turn, lend support to validate the CWB index related to wildlife tourism. Managerial implications of the customer well-being index are also discussed.

Benefit Statements / Outcomes

Leadership Provided By:

  • Leisure Information Network (LIN)
  • Alberta Recreation and Parks Association

On Behalf Of:

  • Canadian Parks and Recreation Association (CPRAA)

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