The quality of gardens tourism and the visitor experience: differentiating between first time and repeat visitors

ABSTRACT

Tourism literature rarely mentions gardens as relevant tourist attractions. Unlike previous garden studies, this study examines gardens from a demand perspective. This study examines quality of visitors’ experience, satisfaction, and loyalty, and meaningfully explains a variance in behavioural intention between first-time and repeat visitors. A multi-sample structural equation path analyses that tests for differences between similar models of distinctive groups (first-time and repeat visitors) was applied in this study. The case study was conducted in a botanic garden in Central Florida. The results indicate that garden quality and visitors’ experiences predict satisfaction and visitors’ behavioural intentions for repeat garden visits. This study contributes to the sparse body of knowledge on the experience of visitors and their behavioural intentions to return to tourism gardens. These findings suggest that there is a significant difference between first-time and repeat visitors experience of garden quality dimensions and subsequent satisfaction and loyalty.

KEYWORDS:

• Gardens
• destination
• satisfaction
• loyalty
• first-time visitors
• repeat visitors
• quality

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Valeriya Shapoval

Valeriya Shapoval, PhD is an Assistant Professor at University of Central Florida.

Manuel Rivera

Manuel Rivera, PhD is an Associate Professor and Assistant Dean for the Rosen College of Hospitality Management at the University of Central Florida. He is also the Editor in Chief of the International Journal of Hospitality Management.

Robertico Croes

Robertico Croes, PhD is a Professor currently serving as the Associate Dean of Research and Administration at the University of Central Florida, USA. He is also the Director of the Dick Pope Sr. Institute for Tourism Studies. Dr. Croes has authored four books, issued more than 100 published works, and emitted more than 30 industry reports. His research has been presented and applied in many countries. Professor Croes is the recipient of numerous research awards such as the 2018 Thea Sinclair Award.