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This study explored the relationships that adventure motivations have with adventure experiences (i.e. emotional response and place attachment) and behavioral outcomes (i.e. revisit intention and word-of-mouth). Based on 690 surveys collected from whitewater rafters at the Ocoee River in Tennessee, structural equation modeling revealed that thrill and nature motivations led to a positive affective response towards the adventure activity, which led to an attachment to the adventure destination and positive behavioral outcomes and that perceived risk was a significant moderator between thrill and affective response. These findings will assist marketers in promoting the activities and locations to attract more adventure tourists. RESULTS Measurement modelConfirmatory factor analysis was conducted with eight factors and 29 items. The CFA showed good model fit: χ 2 = 1030.972, df = 343, CFI = .967; NNFI = .952 and Motivations and Experiences of Whitewater Rafting Tourists 261

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Purpose The purpose of this paper is to investigate whether guests’ tipping motivations (i.e. server quality, social norm and food quality) and demographic characteristics (i.e. gender, age and income) influence loyalty to the server in a restaurant. Design/methodology/approach Based on a national online survey consumer panel comprised of 468 participants, the authors utilized decision tree using R statistical software. Predictor variables were tipping motivations and demographic characteristics (age, gender and income). Target variable was loyalty to the server. Findings The findings suggest that social norm, food quality and income influence customers’ loyalty toward the same server on future visits. Social norm turned out to be the strongest predictor. If consumers did not have high social norm on tipping, their loyalty toward a particular server was affected by the combination of determinants such as server quality, social norm, income and food quality. Research limitations/implications Future research can identify or develop scales of tipping motivations with stronger reliabilities in the context of restaurants. Future research can also explore other demographic differences (e.g. ethnicity and sexual orientation) in tipping motivations and server loyalty. Practical implications Servers are indeed the primary contact point and they are in the most influential position with consumers. Overall, results of this study provide an interesting insight in that restaurant guests’ experience can be ruined by bad quality of food or can be mitigated by server quality. Thus, this research highlights a step-by-step process as to the actions that a server may perform and manage in order to enhance server loyalty. Originality/value Loyalty has been examined in the context of products, brands or service providers. This study focuses on loyalty toward a specific server, because the consideration of server–guest relationship provides both a compelling and timely area of study in that restaurants continue to look for unique ways to drive server–guest rapport and customer loyalty.