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Title: | Impact of Consumer Values on Consumer Satisfaction of Foreign Travelers: with Special Reference to Adventure Tourism Industry in Sri Lanka |
Authors: | De Alwis, T. P. G. S. Medis, L. A. P. |
Keywords: | Adventure Tourism, Consumer Perceived Values, Tourism Marketing Mix, Visitor Satisfaction |
Issue Date: | 2022 |
Publisher: | Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka |
Citation: | De Alwis, T. P. G. S.; Medis, L. A. P. (2022). Impact of Consumer Sales Promotions on Consumer Impulsive Buying Behavior in Modern Trade Outlets in Western Province, Sri Lanka, 7th Student Research Conference in Marketing (SRCM 2022), Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka. Page 16 |
Abstract: | The primary objective of this study was to analyze the impact of consumer perceived values on consumer/visitor satisfaction with adventure tourism activities in Sri Lanka. An integrative model was developed based on previous literature, which conceptualized the positive impact of consumer perceived values on consumer/visitor satisfaction with adventure tourism activities in Sri Lanka. The quota sampling method was employed, targeting 242 foreign travelers who had visited Sri Lanka and participated in adventure tourism activities. Data were collected through an online questionnaire survey. Descriptive statistics indicated that both consumer perceived values and consumer/visitor satisfaction were at a high level. Regression analysis revealed that social value, price value, and novelty value had a positive and significant impact on consumer/visitor satisfaction with adventure tourism activities in Sri Lanka. An additional finding of the study was that the major motivation for travelling to Sri Lanka was to "experience something different from home." Furthermore, the research provided a detailed observation of adventure tourism consumers to determine if foreign tourists have distinct value drivers for adventure tourism activities, which could have significant implications for marketing these activities to foreign tourists. Consequently, it is recommended that the tourism marketing mix be adjusted to cater to foreign travelers with differing value drivers. |
URI: | http://repository.kln.ac.lk/handle/123456789/27996 |
Appears in Collections: | 7th-2022 |
Files in This Item:
File | Description | Size | Format | |
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SRCM 2022 16.pdf | 13.52 kB | Adobe PDF | View/Open |
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