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This paper examines a cornerstone concept of mainstream marketing theory relating to the importance of customer satisfaction as an influence on future behavioural intentions. The underlying premise is that visitors to a tourist attraction whose expectations are met or exceeded will be satisfied with their experience, and that the degree of perceived satisfaction will positively correlate with their stated intention to repeat purchase and to recommend the experience to others. This paper reports an exploratory project to test the above proposition within Ken Simpson is a lecturer in Tourism Management, UNITEC Institute of Technology, Auckland, New Zealand. He holds an honours degree in tourism management and is an associate member of the New Zealand Institute of Travel and Tourism.

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