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Developing a better understanding of the complexities of visitor loyalty to Karijini National Park, Western Australia

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  • Moore, Susan A.
  • Rodger, Kate
  • Taplin, Ross H.

Abstract

Visitor loyalty is essential for the future of parks; however our knowledge of it is poor and confounded by conceptualisation and measurement issues with loyalty often considered a single construct. Furthermore, previous research has focussed on loyalty to a single destination rather than loyalty to a park system. This paper analyses the loyalty intentions of visitors to Karijini National Park, Western Australia. Relationships between loyalty measures to this park and to parks generally are explored. Rather than a single construct, loyalty was evidenced by three dimensions within an increasing hierarchy of effort – a) visiting another park, b) referring and recommending, and c) advocating, paying, volunteering, and visiting again. Visitors who wanted access to friendly, helpful rangers were more likely to undertake loyalty behaviours requiring greater effort. Further refining loyalty's multiple dimensions is an important focus for future research complemented by recent efforts to match loyalty measures with actual visiting behaviour.

Suggested Citation

  • Moore, Susan A. & Rodger, Kate & Taplin, Ross H., 2017. "Developing a better understanding of the complexities of visitor loyalty to Karijini National Park, Western Australia," Tourism Management, Elsevier, vol. 62(C), pages 20-28.
    • Handle: RePEc:eee:touman:v:62:y:2017:i:c:p:20-28
    DOI: 10.1016/j.tourman.2017.03.012
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    References listed on IDEAS

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    1. Romão, João & Neuts, Bart & Nijkamp, Peter & Shikida, Asami, 2014. "Determinants of trip choice, satisfaction and loyalty in an eco-tourism destination: a modelling study on the Shiretoko Peninsula, Japan," Ecological Economics, Elsevier, vol. 107(C), pages 195-205.
    2. Žabkar, Vesna & Brenčič, Maja Makovec & Dmitrović, Tanja, 2010. "Modelling perceived quality, visitor satisfaction and behavioural intentions at the destination level," Tourism Management, Elsevier, vol. 31(4), pages 537-546.
    3. Rodger, Kate & Taplin, Ross H. & Moore, Susan A., 2015. "Using a randomised experiment to test the causal effect of service quality on visitor satisfaction and loyalty in a remote national park," Tourism Management, Elsevier, vol. 50(C), pages 172-183.
    4. Ralf Buckley, 2009. "Parks and Tourism," PLOS Biology, Public Library of Science, vol. 7(6), pages 1-2, June.
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