Crowding, emotions, visitor satisfaction and loyalty in a managed visitor attraction

Abstract

The aim of this study is to examine how perceptions of crowding and emotions influence visitor satisfaction and loyalty in a managed visitor attraction. Although perceived crowding is an important indicator of experience quality, there is a lack of empirical knowledge about the relationship between perceived crowding, satisfaction, and loyalty, especially in the context of managed visitor attractions. In our study, we extend theoretical models from previous studies and apply them to a particular type of managed visitor attraction, a ski resort. A non-probability sample of 248 skiers and snowboarders responded to a retrospective online survey. The findings indicate that emotions joy and anger mediate the relationships between perceived crowding and satisfaction. The effects of crowding on loyalty are indirect and mediated by satisfaction. Differing from findings in other contexts, the effect of crowding on satisfaction did not depend on prior expectations of crowding nor on tolerance to crowding.