Visitor loyalty at a private South Carolina Protected Area

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Title Visitor loyalty at a private South Carolina Protected Area
Author Weaver, David Bruce; Lawton, Laura Jane
Publication Title Tourism and Hospitality: Challenge the Limits
Editor Crispin, S., Dunn, A., Fishwick, S., Franklin, A., Hanson, D., Reiser, D., Shipway, R, Wells, M., &
Year Published 2010
Place of publication Hobart, TAS: Australia
Publisher CAUTHE and Faculty of Business, UTAS
Abstract Visitor loyalty is necessary to generate a virtuous cycle of people–park symbiosis, but knowledge about loyalty expectations is insufficient. A survey of 300 repeat visitors to South Carolina's Francis Beidler Forest, a private protected area, yielded a hierarchical pattern of loyalties, with positive overall place identity attitudes and positive intentions on site referrals, future visits, and engagement in advocacy. However, also evident were ambivalent place dependency attitudes, ambivalent intentions about donating and paying higher entry fees, and unwillingness to volunteer. Cluster analysis yielded exclusive loyalists (23%) preferring Beidler above other sites, nonexclusive loyalists (31%) not preferring the site, referral and repeat loyalists (33%), and ambivalent loyalists (13%) displaying low levels of loyalty uniformly. Attribute satisfaction levels were very high across clusters. Income, education, residency, and birding skill level all significantly differentiated the clusters. Implications for the marketing and product development of such sites are considered.
Peer Reviewed No
Published Yes
Alternative URI
ISBN 978-1-86295 560 8
Conference name 20th Annual Conference Council for Australian University Tourism and Hospitality Education (CAUTHE)
Location Holbart, TAS
Date From 2010-02-08
Date To 2010-05-11
Date Accessioned 2010-05-26
Language en_AU
Research Centre Griffith Institute For Tourism
Faculty Griffith Business School
Subject Tourist Behaviour and Visitor Experience
Publication Type Conference Publications (Extract Paper)
Publication Type Code e3

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