Visitor experience in Kafue National Park, Zambia

ABSTRACT Research is limited with respect to park-based visitor experience and satisfaction in the southern Africa region, especially in Zambia. In this study, the relationships of service quality, value, satisfaction, and future intention to revisit Kafue National Park were explored. A conceptual model was formulated and empirically tested. Data were collected from various sites with a useable sample of 336 responses. Analysis was conducted via a structural equation model to test four hypotheses. Service quality was divided into three dimensions. Staff and information were positively related to value, which in turn indirectly improved satisfaction and future intention. Accessibility to wildlife was found to be the most significant antecedent to value. Physical facilities did not significantly contribute to the strength of any factors in the model. The findings are useful for park managers to understand visitor needs and accordingly facilitate services that will optimise experience to ensure repeat visitation.

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