An examination of the role of service quality and perceived value in visitor attraction experience

© 2018 Elsevier Ltd The purpose of this paper is to examine the relationships between service quality, perceived value, satisfaction and behavioural intentions in the UK attraction context. Data was collected in the Midlands Region of the UK from two visitor attractions utilising a mixed-mode survey approach. A total of 507 usable questionnaires were analysed using ordinary least squares (OLS) multiple regression analysis to examine the relationship between the constructs. The findings confirm the cognitive-affective-conative order between the service constructs within the context of UK visitor attractions. This study has improved the understanding of the role of value in service experiences, particularly in the attraction context, providing evidence that value exerts substantial influence on satisfaction and behavioural intention. More specifically, emotional value exerts more influence on satisfaction and behavioural intention than other forms of value. Managers need to view the visitor experience holistically rather than concentrating on one or two service constructs.