Will Satisfied Visitors Always Revisit and Recommend? Evidence from Kakum National Park - Ghana

Abstract

This study aims to ascertain Visitors’ satisfaction with services and post-visit behavioural intentions with the Kakum National Park of Ghana and to explore the relationship between the satisfaction dimensions and visitors’ post-visit behavioural intentions. Quantitative methods were used for analysis using the responses of 367 sampled visitors with the aid of questionnaires. The study found that visitors' overall satisfaction and future intentions about the attraction are positive. Irrespective of a positive satisfaction with the attraction, visitors were uncertain about their satisfaction with the prices of services at the attraction. Moreover, visitors suggested that they would not revisit but would recommend the attraction to other patrons. A statistically significant association existed between some dimensions of satisfaction (Tangibles, Price, Reliability, Assurance, and Empathy) and post-visit behavioural intention of visitors at the Kakum National Park at p≤0.05. It is recommended that the price of services at the attraction should be reviewed to balance services at the attraction and managers of KNP should also put up measures to diversify and rejuvenate the attraction to influence the revisit intentions of visitors who visit the attraction.

Keywords

• nature-based tourism
• attraction
• kakum national park
• satisfaction
• post-visit behavioural intention