Open AccessEXPLORING THE RELATIONSHIPS BETWEEN SATISFACTION, PLACE ATTACHMENT AND LOYALTY IN NIGERIAN ZOOS
Author(s) -
Omolola Oluwakemi Ajayi,
South Africa Economics,
Tembi Maloney Tichaawa
Publication year - 2021
Publication title -
geo journal of tourism and geosites
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.377
H-Index - 12
eISSN - 2065-1198
pISSN - 2065-0817
DOI - 10.30892/gtg.37317-719
Subject(s) - loyalty , place attachment , destinations , context (archaeology) , tourism , psychology , structural equation modeling , place identity , social psychology , marketing , geography , business , engineering , mathematics , statistics , civil engineering , archaeology , urban planning
Surveys exploring satisfaction, place attachment and loyalty in a zoo context are scarce despite the prevalence of such studies vis a vis other tourism destinations, and their valued importance in understanding travel behaviour and contributions to destinations’ success. This study explores the relationships between visitors’ satisfaction, place attachment (place identity, place dependence, place affect and place social bonding) and loyalty in one of Nigeria’s prominent zoos. This study adoped a qunatitative research approach, with data obtained from a sample of 395 visitors through a structured questionnaire. Using structural equation modeling, we found that the most important causal factor of loyalty is satisfaction, either directly or indirectly through some dimensions of place attachment. In addition, it was revealed that place social bonding can act as either a predictor or an outcome of visitors’ satisfaction. Satisfaction was found to be a significant and positive mediator between place attachment (place identity and place social bonding) while place attachment was found not to mediate the relationship between satisfaction and loyalty. The findings were discussed and practical applications were drawn, particularly aimed at optimizing and providing satisfying experiences which enhances place attachment as well as loyalty.