EXPLORING THE RELATIONSHIPS BETWEEN SATISFACTION, PLACE ATTACHMENT AND LOYALTY IN NIGERIAN ZOOS

Geo Journal of Tourism and Geosites

article

Omolola O. AJAYI¹  Tembi M. TICHAAWA¹ 

[1] University of Johannesburg, School of Tourism and Hospitality, College of Business and Economics

关键词: Loyalty;    place attachment;    satisfaction;    travel behaviour;    zoo;   

DOI  :  10.30892/gtg.37317-719

学科分类：社会科学、人文和艺术（综合）

来源: Editura Universitatii din Oradea / University of Oradea Publishing House

【 摘 要 】

Surveys exploring satisfaction, place attachment and loyalty in a zoo context are scarce despite the prevalence of such studies vis a vis other tourism destinations, and their valued importance in understanding travel behaviour and contributions to destinations’ success. This study explores the relationships between visitors’ satisfaction, place attachment (place identity, place dependence, place affect and place social bonding) and loyalty in one of Nigeria’s prominent zoos. This study adoped a qunatitative research approach, with data obtained from a sample of 395 visitors through a structured questionnaire. Using structural equation modeling, we found that the most important causal factor of loyalty is satisfaction, either directly or indirectly through some dimensions of place attachment. In addition, it was revealed that place social bonding can act as either a predictor or an outcome of visitors’ satisfaction. Satisfaction was found to be a significant and positive mediator between place attachment (place identity and place social bonding) while place attachment was found not to mediate the relationship between satisfaction and loyalty. The findings were discussed and practical applications were drawn, particularly aimed at optimizing and providing satisfying experiences which enhances place attachment as well as loyalty.

【 授权许可】

CC BY-NC-ND