Customer Experience-Based Satisfaction And Behavioural Intention In Adventure Tourism: Exploring The Mediating Role Of Commitment

The present study views adventure tourism through a services marketing lens to investigate the impact of customer experience on tourist satisfaction. It further explores the mediating role of commitment between tourists' satisfaction and behavioural intents, that is, their revisit intentions (RVIs). The adventure activities under consideration in this study are trekking and rafting. A survey of participants with experience in trekking and rafting was conducted to establish support for the proposed model. The findings of the study indicate that quality of experience positively affects satisfaction, which in turn leads to positive commitment and enhances RVIs of the tourists.