Motivations, perceived risk and behavioural intentions in hard adventure tourism. A natural park case study
DOI:
https://doi.org/10.7433/s100.2016.11Keywords:
adventure tourism, perceived risk, behavioural models, natural parksAbstract
Purpose of the paper: This study on consumer behaviour intends to combine two lines of investigation. First, we examine how different motivation factors in adventure tourism affect behavioural intentions. Secondly, in order to provide a better understanding of behavioural intentions we further explore the differences between the groups of individuals’ subjective perception of risk.
Design/methodology/approach: A visitor survey was conducted on a sample of hard adventure tourists at the Friuli Dolomiti Alps Natural Park. Factor analysis of motivational items resulted in four dimensions (i.e. nature, risk, contemplation and socialization). In order to discover a relationship between the four motivational factors and the adventure tourists’ behavioural intention, a stepwise regression analysis was conducted. Then, using ANOVA and post hoc analysis (Scheffe’s test), the existing differences between various levels of risk perception of adventure tourists and their response to behavioural intentions were analysed.
Findings: The analysis of motivational factors indicates that “activity related motivations” include four dimensions: nature, risk, contemplation and socialization. The stepwise regression results show that nature is the only motivational factor that affects tourists’ behavioural intention.
Originality/value: This paper shows that “nature” is the key motivational factor for adventure tourists to revisit a park.
Practical implications: The analysis provides a framework suggesting how organizations might usefully implement a marketing strategy. This study encompasses the risk perception as a motivational factor and tries to discuss how this concept can be operationalized in tourism marketing.
Limitations: This paper presents two main limitations. Firstly, the cross sectional nature of the data, and secondly, the hypotheses were tested using a sample from a limited area.
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GALLI P., NOTARIANNI M. (2002), La sfida dell'ecoturismo, Istituto geografico De Agostini, Novara, pp. 206.
GIDDY J.K., WEBB N.L. (2015), “The influence of the environment on motivations to participate in adventure tourism: The case of the Tsitsikamma”, South African Geographical Journal, vol. 98, n. 2, pp. 1-16.
GNOTH J. (1997), “Tourism Motivation and Expectation Formation”, Annals of Tourism Research, vol. 24, n. 2, pp. 283-304.
HALL C. (1992), “Adventure, sport and health tourism”, in Weiler B., Hall C. M. (Eds.), Special interest tourism, pp. 141-158, Belhaven, London.
HOLYFIELD L. (1999), “Manufacturing adventure: the buying and selling of emotions”, Journal of Contemporary Ethnography, vol. 28, n. 1, pp. 3-32.
HUANG S., HSU C. (2009), “Effects of Travel Motivation, Past Experience, Perceived Constraint, and Attitude on Revisit Intention”, Journal of Travel Research, vol. 48, n. 1, pp. 29-44.
KANE M.J., TUCKER H. (2004), Adventure tourism, the freedom to play with reality, Tourist Studies, Sage Publications, Thousand Oaks.
KERSTETTER D.L., HOU J.S., LIN C.H. (2004), “Profiling Taiwanese ecotourists using a behavioral approach”, Tourism management, vol. 25, n. 4, pp. 491-498.
KIM S.S., LEE C.K., KLENOSKY D.B. (2003), “The influence of push and pull factors at Korean national parks”, Tourism Management, vol. 24, n. 2, pp. 169-180.
LAWTON L., WEAVER D. (2001), “Nature-based tourism and ecotourism”, in Faulkner B., Moscardo G., Laws E. (Eds.): Tourism in the 21st Century; Lessons from Experience, London and New York, Continuum, pp. 34-48.
LAWTON L., WEAVER D., FAULKNER B., MOSCARDO G., LAWS E. (2001) “Nature-based tourism and ecotourism”, Tourism in the twenty-first century: reflections on experience, pp. 34-48.
LI M., CAI L., LEHTO X., HUANG Z. (2010), “A missing link in understanding revisit intention: The role of motivation and image”, Journal of Travel and Tourism Marketing, vol. 27, pp. 335-348.
LIN L.Y., CHEN Y.W. (2009) “A study on the influence of purchase intentions on repurchase decisions: the moderating effects of reference groups and perceived risks”, Tourism Review, vol. 64, n. 3, pp. 28-48.
LYNCH J.G. Jr (1982), “On the external validity of experiments in consumer research”, Journal of Consumer Research, vol. 9, pp. 225-239.
MANFREDO M.J., DRIVER B.L., TARRANT M.A. (1996), “Measuring leisure motivation: A meta-analysis of the recreation experience preference scales”, Journal of Leisure Research, vol. 28, n. 3, pp. 188-213.
MANFREDO M.J., DRIVER B.L., BROWN P.J. (1983), “A test of concepts inherent in experience based setting management for outdoor recreation areas”, Journal of Leisure Research, vol. 15 n. 3, pp. 263-283.
MANNING R. (2011), Studies in Outdoor Recreation: Search and Research for Satisfaction (3rd Edition), Corvallis, Oregon State University Press.
MASON M.C., MORETTI A. (2015), “Antecedents and moderators of golf tourists’ behavioral intentions: An empirical study in a Mediterranean destination”, EuroMed Journal of Business, vol. 10, n. 3, pp. 338-359.
MAXHAM J. (2001), “Service recovery’s influence on consumer satisfaction, positive word-of-mouth, and purchase intentions”, Journal of Business Research, vol. 54, pp. 11-24.
MENGUZZATO G. (2013) “La gestione dei sistemi forestali nel Parco Nazionale della Sila”, Sinergie rapporti di ricerca, n. 37, pp. 111-119.
MONTANARI A. (2009), Ecoturismo; Principi, metodi e pratiche, Bruno Mondadori, Milano, Collana: CAMPUS2, pp. 189.
MORRISON M.A., SUNG H.H. (2000), “Adventure tourism”, in Jafari J. (eds.), Encyclopedia of Tourism, Routledge, New York, p. 11.
MULLER T.E., CLEAVER M. (2000), “Targeting the CANZUS baby boomer explorer and adventurer segments”, Journal of Vacation Marketing, vol. 6, n. 2, pp. 154-169.
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2016-08-30
