Service quality, satisfaction, and behavioral intention among forest visitors

Joohyun Lee, Alan R. Graefe, Robert C. Burns

Research output: Contribution to journalArticle

106 Citations (Scopus)

Abstract

This study explores the interrelationships between service quality and satisfaction, and their influence on behavioral intention among forest visitors. On-site surveys were conducted in a forest through face-to-face interviews (n = 395). The data were analyzed using structural equation modeling. The findings suggest that service quality is an antecedent of satisfaction and satisfaction plays a mediating role between service quality and behavioral intention. Further, service quality has a direct effect on behavioral loyalty, implying that the effect of service quality on behavioral intention is as important as that of satisfaction. The results of the study provide important theoretical implications to nature-based tourism managers.

Original languageEnglish (US)
Pages (from-to)73-82
Number of pages10
JournalJournal of Travel and Tourism Marketing
Volume17
Issue number1
DOIs
StatePublished - Feb 1 2004

Fingerprint

tourism
Behavioral intention
Service quality
service quality
modeling
effect
Structural equation modeling
Nature-based tourism
Direct effect
Behavioral loyalty
Service satisfaction
Managers
Interrelationship
Quality of service

All Science Journal Classification (ASJC) codes

  • Tourism, Leisure and Hospitality Management
  • Marketing

Cite this

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Service quality, satisfaction, and behavioral intention among forest visitors. / Lee, Joohyun; Graefe, Alan R.; Burns, Robert C.

In: Journal of Travel and Tourism Marketing, Vol. 17, No. 1, 01.02.2004, p. 73-82.

Research output: Contribution to journalArticle

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