The role of environmental knowledge and interest on perceived value and satisfaction

Abstract

This study examines the interplay between whale watchers’ knowledge and interest in protecting the environment on the perceived value and satisfaction of their whale watching experience. Despite an emphasis on examining 1) environmental insights into protecting the environment employed by tourists and tourism stakeholders; and 2) evaluating tourists’ perceived value and satisfaction in the literature, it is unknown if whale watchers’ knowledge and interest in protecting the environment influences their evaluation of a whale watching experience. To assess the relationships between these constructs, 1024 self-administered surveys were collected on three whale watching vessels within one Australian whale watching destination. Ordinary least square and logit regression determined that whale watchers’ interest in protecting the environment and perceived value and satisfaction with their whale watching experience was high. Whale watchers’ knowledge of protecting the environment was an insignificant predictor of perceived value and satisfaction. Conversely, whale watchers’ interest in protecting the environment was a significant predictor of perceived quality and emotional value. Perceived value mediated whale watchers’ interest in protecting the environment and satisfaction. To remain competitive whilst also protecting the environment, tourism stakeholders (e.g. Destination Marketing Organizations, whale watching operators) need to further market whale watching experiences to whale watchers in the targeted segment emphasizing environmental protection appeal. This study has provided several theoretical and practical contributions while future research opportunities are also outlined.