Surf camps, a new model of lodging: customer value, satisfaction and behavioral intentions

• Autor(a) principal: Fernandes, Marta de Almeida Luís
• Data de Publicação: 2014
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/10165
• topic: Surfing; Surf tourism; Surf camps; Surf leisure; Surf camps promotion; Place branding; City branding; Region promoting; Customer value; Satisfação do consumidor -- Consumer satisfaction; Intentions; Surf; Turismo de surf; Promoção de surf camps; Branding de destinos; Valor para o consumidor; Satisfação do cliente -- Customer satisfaction; Intenções de compra

Surf camps are an increasingly popular business model of lodging offering local accommodation, additional guided trips, surf instruction and equipment rentals. This is attractive to both national and international surfers. There is a dearth of research surrounding surf camps and its customers. This thesis applied existing marketing frameworks on customer value and the impact it has with satisfaction and behavioral intentions. The thesis subsequently extended this work and made it fit for purpose for the investigation of surf camps. The main study included the implementation of a survey with 300 surf camp customers in Portugal to examine their perceptions of the value on a focal multidimensional construct assessed through 36 items: (1) Functional value; (2) Functional value of the price; (3) Emotional value; (4) Social value; (5) Epistemic value; (6) Experiential value; (7) Environmental value. The analyses established that four value dimensions have influence on customer satisfaction and that satisfaction is an antecedent of behavioral intentions. Emotional value was prominent, but functional, experiential and environmental also served as significant predictors of satisfaction. It is believed that this study is the first work of its kind to investigate such issues in this context. A valuable research gap in the literature has been filled. Given that this study is the first of its kind, there are many suggestions for future research that are outlined. Valuable insights and guidance for owners and managers of surf-related businesses as well as destination managers promoting surf camps is provided. This work highlights valuable dynamics about surf camp patron consumer behavior in Portugal but is believed the implications are more far reaching to others that are running surf camps worldwide.