Customer value, satisfaction and intentions : some insights from adventure tourism

The present study examined the relationships between customer value, satisfaction and behavioural intentions in the relatively under-researched area of adventure tourism. The study used a multidimensional “customer value” framework to assess the impact of value on a number of value dimension on post-consumption constructs. Four hundred and two respondents provided their perceptions of the value of a soft-adventure tourism experience in Western Australia and it was found customer value had a strong, positive influence on satisfaction and intentions in such a tourism setting. In addition, customer value had an indirect influence on customer intentions, with customer satisfaction mediating the relationship between the two constructs