Relationships Among Perceived Value, Satisfaction, and Loyalty: Community-Based Ecotourism in Korea

ABSTRACT Community-based ecotourism (CBE) is a significant segment of the rapidly growing tourism industry in Korea. This study examines the relationships among perceived value, satisfaction, and destination loyalty of CBE tourists in Korea. Data were collected from 254 visitors (aged 20 years and over) of six CBE villages. The Linear Structural Relationships (LISREL) statistical package was used for the analysis. Confirmatory factor analysis identified four dimensions of perceived value from 14 variables: economic, functional, emotional, and social. Through structural equation modeling (SEM), functional, social, and emotional value was found to have positive effects on overall value. Further, overall value and tourist satisfaction were a significant antecedent of destination loyalty. The empirical results indicate that a varied experiential program must be developed to increase the efficiency of CBE as a sustainable development tool.

[1]  T. Lee.  A structural model for examining how destination image and interpretation services affect future visitation behavior: a case study of Taiwan's Taomi eco-village , 2009 .

[2]  Irena Pandža Bajs.  Tourist Perceived Value, Relationship to Satisfaction, and Behavioral Intentions The Example of the Croatian Tourist Destination Dubrovnik , 2015 .

[3]  Kyung-Hee Kim,et al.  Factors Influencing Rural Tourists' Purchasing Behaviour: Four Types of Direct Farm Markets in South Korea , 2014 .

[4]  Z. Mieczkowski,et al.  Environmental issues of tourism and recreation , 1996 .

[5]  G. Soutar,et al.  Consumer perceived value: The development of a multiple item scale , 2001 .

[6]  V. Zeithaml.  Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence: , 1988 .

[7]  T. Ketema.  Development of community based ecotourism in Wenchi Crater Lake, Ethiopia: challenges and prospects. , 2015 .

[8]  William R. Darden,et al.  Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value , 1994 .

[9]  J. Petrick.  Experience use history as a segmentation tool to examine golf travellers' satisfaction, perceived value and repurchase intentions , 2002 .

[10]  Laura D. Jolly,et al.  The effects of consumer perceived value and subjective norm on mobile data service adoption between American and Korean consumers , 2009 .

[11]  T. Tangeland,et al.  Household composition and the importance of experience attributes of nature based tourism activity products – A Norwegian case study of outdoor recreationists , 2011 .

[12]  Ching-Fu Chen,et al.  Perceived value, satisfaction, and loyalty of TV travel product shopping: Involvement as a moderator , 2008, Tourism Management.

[13]  Alan Dick,et al.  Customer loyalty: Toward an integrated conceptual framework , 1994 .

[14]  M. Johansson,et al.  Environmental Concern and Knowledge of Ecotourism among Three Groups of Swedish Tourists , 2006 .

[15]  M. Honey,et al.  Book Review: Ecotourism and Sustainable Development: Who Owns Paradise? , 1999 .

[16]  Hyun Jeong Kim,et al.  Does perceived restaurant food healthiness matter? Its influence on value, satisfaction and revisit intentions in restaurant operations in South Korea , 2013 .

[17]  Ching-Fu Chen,et al.  Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists , 2010 .

[18]  Ana Isabel Polo Peña,et al.  The perceived value of the rural tourism stay and its effect on rural tourist behaviour , 2012 .

[19]  Haemoon Oh,et al.  Diners' Perceptions of Quality, Value, and Satisfaction , 2000 .

[20]  Y. Reisinger,et al.  Behavioral intentions of international visitors to the Korean hanok guest houses: Quality, value and satisfaction , 2014 .

[21]  Yoo-shik Yoon,et al.  Investigating the relationships among perceived value, satisfaction, and recommendations: the case of the Korean DMZ. , 2007 .

[22]  J. Petrick.  The Roles of Quality, Value, and Satisfaction in Predicting Cruise Passengers’ Behavioral Intentions , 2004 .

[23]  D. Weaver,et al.  Ecotourists: not a homogeneous market segment. , 2000 .

[24]  S. Stepchenkova,et al.  Ecotourism experiences reported online: Classification of satisfaction attributes , 2012 .

[25]  Rosa M. Rodríguez,et al.  Perceived value of the purchase of a tourism product , 2006 .

[26]  V. Zeithaml.  Service quality, profitability, and the economic worth of customers: What we know and what we need to learn , 2000 .

[27]  Wan-I Lee,et al.  Environmentally responsible behavior in ecotourism: antecedents and implications. , 2014 .

[28]  Po-Tsang Chen,et al.  The effect of relational benefits on perceived value in relation to customer loyalty: An empirical study in the Australian coffee outlets industry , 2010 .

[29]  G. Mcdougall,et al.  Customer satisfaction with services: putting perceived value into the equation , 2000 .

[30]  J. J. Cronin,et al.  Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments , 2000 .

[31]  Robyn Ouschan,et al.  Customer perceived value in a cellar door visit: the impact on behavioural intentions , 2007 .

[32]  M. Havitz,et al.  A path analytic model of the relationships between involvement, psychological commitment, and loyalty. , 1998 .

[33]  H. Gregersen,et al.  Pricing policy in nature-based tourism , 1996 .

[34]  J. Petrick,et al.  An Examination of the Construct of Perceived Value for the Prediction of Golf Travelers’ Intentions to Revisit , 2002 .

[35]  Mincheol Kim,et al.  An examination of food tourist’s behavior: Using the modified theory of reasoned action , 2011 .

[36]  A. Stronza,et al.  Community views of ecotourism , 2008 .

[37]  G. Soutar,et al.  The Role of Perceived Risk in the Quality-Value Relationship: A Study in a Retail Environment , 1999 .

[38]  I. G. Saura,et al.  Value dimensions, perceived value, satisfaction and loyalty: an investigation of university students’ travel behaviour , 2006 .

[39]  Yoo-shik Yoon,et al.  Measuring festival quality and value affecting visitors' satisfaction and loyalty using a structural approach , 2010 .

[40]  Choong‐Ki Lee,et al.  Examining the Role of Emotional and Functional Values in Festival Evaluation , 2011 .

[41]  R. Oliver.  Satisfaction: A Behavioral Perspective On The Consumer , 1996 .

[42]  S. Beeton.  Ecotourism: a practical guide for rural communities. , 1998 .

[43]  Jooyeon Ha,et al.  Perceived values, satisfaction, and behavioral intentions: The role of familiarity in Korean restaurants , 2010 .

[44]  S. Iso-Ahola,et al.  Sightseeing tourists' motivation and satisfaction , 1991 .

[45]  V. Foucat.  Community-based ecotourism management moving towards sustainability, in Ventanilla, Oaxaca, Mexico , 2002 .

[46]  Pierre Walter,et al.  How do you know it when you see it? Community-based ecotourism in the Cardamom Mountains of southwestern Cambodia , 2013 .

[47]  R. Hearne,et al.  The use of choice experiments in the analysis of tourist preferences for ecotourism development in Costa Rica. , 2002, Journal of environmental management.

[48]  Mehmet Mehmetoglu,et al.  Typologising nature-based tourists by activity—Theoretical and practical implications , 2007 .

[49]  Ş. Baloğlu.  An investigation of a loyalty typology and the multidestination loyalty of international travelers. , 2001 .

[50]  James F. Petrick,et al.  Development of a Multi-Dimensional Scale for Measuring the Perceived Value of a Service , 2002 .

[51]  M. Uysal,et al.  An examination of the effects of motivation and satisfaction on destination loyalty: a structural model , 2005 .

[52]  J. Hoseason.  Pricing: Making Profitable Decisions , 2003 .

[53]  A. Parasuraman.  Reflections on gaining competitive advantage through customer value , 1997 .

[54]  Mastura Jaafar,et al.  Ecotourism-related products and activities, and the economic sustainability of small and medium island chalets. , 2012 .

[55]  Heesup Han,et al.  The relationships among overall quick-casual restaurant image, perceived value, customer satisfaction, and behavioral intentions , 2008 .

[56]  G. Soutar,et al.  VALUE, SATISFACTION AND BEHAVIORAL INTENTIONS IN AN ADVENTURE TOURISM CONTEXT , 2009 .

[57]  Barbara L. Gross,et al.  Why we buy what we buy: A theory of consumption values , 1991 .

[58]  Samantha Jones.  COMMUNITY-BASED ECOTOURISM: The Significance of Social Capital , 2005 .

[59]  Regina Scheyvens,et al.  Ecotourism and the empowerment of local communities , 1999 .

[60]  A. Parasuraman,et al.  The impact of technology on the quality-value-loyalty chain: A research agenda , 2000 .

[61]  Zhilin Yang,et al.  Customer perceived value, satisfaction, and loyalty: The role of switching costs , 2004 .

[62]  M. Kozak.  Repeaters' behavior at two distinct destinations , 2001 .

[63]  R. Denman.  Guidelines for community-based ecotourism development , 2001 .

[64]  Ching-Fu Chen,et al.  How destination image and evaluative factors affect behavioral intentions , 2007 .

[65]  K. B. Monroe,et al.  The Effects of Price - Comparison Advertising on Buyers'''' Perceptions of Acquisition Value, Transa , 1998 .

[66]  Berta Martín-López,et al.  Social-ecological factors influencing tourist satisfaction in three ecotourism lodges in the southeastern Peruvian Amazon , 2012 .

[67]  James C. Anderson,et al.  STRUCTURAL EQUATION MODELING IN PRACTICE: A REVIEW AND RECOMMENDED TWO-STEP APPROACH , 1988 .

[68]  A. Alizadeh,et al.  An Examination of Antecedents of Loyalty Intention to Travel: The Case of Malaysia , 2014 .

[69]  E. C. van Ierland,et al.  Tourist preferences for ecotourism in rural communities adjacent to Kruger National Park: A choice experiment approach , 2012 .

[70]  Salamiah A. Jamal,et al.  Tourist perceived value in a community-based homestay visit: An investigation into the functional and experiential aspect of value , 2011 .

[71]  Peter Björk.  Chapter 2 – Definition Paradoxes: From concept to definition , 2007 .

[72]  Raquel Sánchez-Fernández,et al.  Efficiency and quality as economic dimensions of perceived value: Conceptualization, measurement, and effect on satisfaction , 2009 .

[73]  David Bruce Weaver,et al.  Comprehensive and Minimalist Dimensions of Ecotourism , 2005 .

[74]  M. Oppermann,et al.  Tourism Destination Loyalty , 2000 .

[75]  A. Mattila,et al.  The role of affective factors on perceived cruise vacation value , 2005 .

[76]  R. B. Woodruff,et al.  Customer value: The next source for competitive advantage , 1997 .

[77]  F. Lai,et al.  Understanding the Relationships of Quality, Value, Equity, Satisfaction, and Behavioral Intentions Among Golf Travelers , 2009 .

[78]  Zhaohua Deng,et al.  Understanding customer satisfaction and loyalty: An empirical study of mobile instant messages in China , 2010, Int. J. Inf. Manag..

[79]  Irene Gil,et al.  The concept of value and its dimensions: a tool for analysing tourism experiences , 2008 .

[80]  Beverley Sparks,et al.  Antecedents and Consequences of Consumer Value , 2012 .

[81]  Jacob G. Beard,et al.  Measuring Leisure Satisfaction , 1980 .

[82]  Hailin Qu,et al.  The role of social capital in encouraging residents' pro-environmental behaviors in community-based ecotourism , 2014 .

[83]  Rosa M. Rodríguez,et al.  Relationship Quality with a Travel Agency: The Influence of the Postpurchase Perceived Value of a Tourism Package , 2007 .