An examination of the role of service quality and perceived value in visitor attraction experience

Abstract

The purpose of this paper is to examine the relationships between service quality, perceived value, satisfaction and behavioural intentions in UK attraction context. Data was collected in the Midlands Region of the UK from two visitor attractions utilising mixed-mode survey approach. A total of 507 usable questionnaires were analysed using ordinary least squares (OLS) multiple regression analysis to examine the relationship between the constructs. The findings confirm the cognitive-affectiveconative order between the service constructs within the context of UK visitor attractions. This study has improved the understanding of the role of value in service experience, particularly attraction context, providing evidence that value exerts more influence on satisfaction and behavioural intention. More specifically emotional value exerts more influence on satisfaction and behavioural intention than other forms of value. Managers need to view the visitor experience holistically rather than concentrating on one or two service construct(s).

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