How service quality and perceived value affect behavioral intentions of ecolodge guests: The moderating effect of prior visit

Abstract

Psychographic segmentation is popular within the tourism literature. It is useful in describing a prototypical customer, however psychological attributes are hard to detect at the individual level and by front-line staff. This paper tests the viability of prior visits (first-time vs. repeat visits) as a segmentation strategy, given this information is readily available to tourism operators. We test an interaction effect between prior visits, service quality, and perceived value using the ECOSERV model, a well-established model of ecotourism customer satisfaction. Using a sample of ecolodge guests, we demonstrate that a prior visit attenuates the relationship between perceived value and customer satisfaction. Among repeat guests, perceived value has less impact upon customer satisfaction and intentions to revisit or recommend an ecolodge. Conversely, service quality continues to predict satisfaction for both first-time and repeat guests. The data suggest attracting first-time guests requires appeals to the setting, features and price of an offering. Meanwhile, strategies to maximize repeat guests should emphasize non-monetary qualities of the experience.

What Predicts Behavioral Intention in Eco-Friendly Hotels? The Roles of Tourist’s Perceived Value and Satisfaction: A Case Study of Thailand

“…In addition, the hotel's products and services purchased by tourists were good buys in terms of both their eco-friendliness and money. Tourists receive a good return on their money spent on the performance of the lodge's products and services, consistent with Ban et al's [33] determination of perceived value and satisfactory pricing in eco-lodge guests.…”

“…Another study revealed that a previous visit significantly reduces the relationship between perceived value and customer satisfaction. Perceived value influences customer satisfaction and intentions to revisit or advocate an ecolodge among repeat guests [33]. Therefore, we will emphasize two crucial components that influence the behavioral intention of an eco-friendly hotel, namely, perceived value and tourist satisfaction.…”

The Effect of Environmentally Sustainable Practices on Customer Citizenship Behavior in Eco-Friendly Hotels: Does the Green Perceived Value Matter?

“…Customer perceived value has significant and notable impacts on consumer postpurchase behavior [68,69,71,72]. Numerous studies have concluded that GPV is one of the key drivers of environmentally sustainable consumer behaviors [15].…”

Operationalizing Customer-perceived Value as an Emergent Variable: Empirical Evidence from Mobile Food Ordering and Delivery Applications

“…Studies such as Ban et al (2022); Ryu et al (2012); Teng and Wu (2019); H. Yang et al (2016) have identified a positive relationship between PV and consumer behavioural intentions.…”