Developing a better understanding of the complexities of visitor loyalty to Karijini National Park,Western Australia |
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| Institution: | 1. School of Veterinary and Life Sciences, Murdoch University, Australia;2. School of Accounting, Curtin Business School, Curtin University of Technology, Australia;1. Department of City and Regional Planning, Faculty of Architecture, Mu?la S?tk? Koçman University, Mu?la, Turkey;2. Department of Civil Engineering, Anadolu University, Eski?ehir, Turkey;3. Department of Civil Engineering, Bilecik ?eyh Edebali University, Bilecik, Turkey;1. School of Hospitality Business Management, Carson College of Business, Washington State University, Todd Hall 342, PO Box 644736, Pullman, WA 99164-4736, United States;2. School of Tourism and Hospitality, Faculty of Management, University of Johannesburg, South Africa;3. College of Management, Yunnan Minzu University, Kunming, Yunnan, 650500, PR China;1. Blue Mountains International Hotel Management School, Torrens University Australia, 1 Chambers Road, Leura, NSW 2780, Australia;2. School of Business, Tourism Cluster University of Queensland, Australia, Brisbane, QLD 4072, Australia;1. Griffith Institute for Tourism, Griffith University, Australia;2. School of Business and Tourism, Southern Cross University, Australia |
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| Abstract: | Visitor loyalty is essential for the future of parks; however our knowledge of it is poor and confounded by conceptualisation and measurement issues with loyalty often considered a single construct. Furthermore, previous research has focussed on loyalty to a single destination rather than loyalty to a park system. This paper analyses the loyalty intentions of visitors to Karijini National Park, Western Australia. Relationships between loyalty measures to this park and to parks generally are explored. Rather than a single construct, loyalty was evidenced by three dimensions within an increasing hierarchy of effort – a) visiting another park, b) referring and recommending, and c) advocating, paying, volunteering, and visiting again. Visitors who wanted access to friendly, helpful rangers were more likely to undertake loyalty behaviours requiring greater effort. Further refining loyalty's multiple dimensions is an important focus for future research complemented by recent efforts to match loyalty measures with actual visiting behaviour. |
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| Keywords: | Advocacy Behavioural intention Donating money Loyalty Park Volunteering |
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