Value, satisfaction and behavioural intentions in an adventure tourism Essay

Value, satisfaction and behavioural intentions in an adventure tourism context - Essay Example The purpose of this review is to evaluateWilliam and Soutar’s research paper, â€Å"Value, Satisfaction and Behavioural Intentions in an Adventure Tourism Context† published in an Elsevier Journal in 2009, from an utilitarian perspective and therefore to assess their investigations’ contribution to the ongoing research on adventure tourism. Further this review will critically evaluate the validity and eligibility, in particular, of their research. In this regard, especially the literature review, method and analysis sections will be assesses and evaluated critically in search of any anomalies misinterpretations on the researchers’ side that might affect their findings. In their article, Williams and Soutar have investigated into the impacts of the adventure tourists’ value and satisfaction on the consumers’ consumption, decision-making and future intentions for the product of adventure tourism. In William and Soutar’s own words, the st udy is â€Å"an attempt to answer some of these questions and used a recognized services marketing framework to examine the relationships between adventure tourists’ perceptions of value, satisfaction and future intentions† (414). Though William and Soutar’s exploration into the interrelations between the adventure â€Å"tourists’ perceptions of value, satisfaction and future intentions† in both theoretical and practical frameworks from a â€Å"Multidimensional Perspective of Customer Value† perspective is not any novel exploration into the adventure tourism from the consumers’ perspective... The major trend of the scholars’ researches on adventure tourism remains focused on the achievement of the consumers’ attention through quality of service. But the consumers’ value as well as their perception of adventure tourism has remained unexplored. Referring to scholars like Baker and Crompton (2000), Botterill and Crompton (1996), Jayanti and Ghosh (1996) and others, William and Soutar contend that a significant number of studies on the â€Å"intangibility, dynamism and subjectivity† of the tourists’ consumptions as well as on the â€Å"functional, objective and tangible components† of consumerism in a tourist destination have been led by the researchers in the past years, there is a â€Å"lack of understanding about the nature of these experiences or their relationship with marketing constructs, such as service quality, customer value or satisfaction† (415). Being inspired by this research gap, William and Soutar attempt to pro vide his readers with a deeper insight into the behavioural nature of a tourist’s intention and choice for adventure tourism. For this research, William and Soutar mainly depended on the quantitative analysis of the data converted into numeric values. The collected the consumer value, satisfaction and intentions related data from on-spot adventure tourists who traveled â€Å"on four-wheel drive adventure tours to the Pinnacles in Western Australia† (419). They especially put emphasis on the particular functional and objective features, of the adventure tourist spot, such as the spatial and durational length of the tours, geophysical nature of the spot, safety and security, insurance for