スポーツツーリストとスポーツエクスカーショニストの再訪意図 : ニセコの来訪者の知覚価値に着目して

概要

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This study investigated sport excursionists and sport tourists revisit models by using the concept of perceived value. Petricks (2002a) SERV-PERVAL model was employed in order to measure both sport excursionists and tourists value perceptions. This scale contains five factors, including emotional response, behavioral price, monetary price, quality, and reputation. The findings of this study show that the direct effect of perceived quality on intention to revisit was positive and significant only for sport excursionists. For sport tourists, the global construct of perceived value has the strongest effect on intention to revisit in the expected positive direction. Especially, reputation is the most significant factor that loads primarily on the second-order dimension of perceived value. When tourism managers consider attracting visitors for their revisits, it is important to provide quality experiences specifically for sport excursionists. On the other hand, emphasizing overall perceived value and obtaining splendid destination reputation is important for sport tourists.