How service quality and perceived value affect behavioral intentions of ecolodge guests: The moderating effect of prior visit

Psychographic segmentation is popular within the tourism literature. It is useful in describing a prototypical customer, however psychological attributes are hard to detect at the individual level and by front-line staff. This paper tests the viability of prior visits (first-time vs. repeat visits) as a segmentation strategy, given this information is readily available to tourism operators. We test an interaction effect between prior visits, service quality, and perceived value using the ECOSERV model, a well-established model of ecotourism customer satisfaction. Using a sample of ecolodge guests, we demonstrate that a prior visit attenuates the relationship between perceived value and customer satisfaction. Among repeat guests, perceived value has less impact upon customer satisfaction and intentions to revisit or recommend an ecolodge. Conversely, service quality continues to predict satisfaction for both first-time and repeat guests. The data suggest attracting first-time guests requires appeals to the setting, features and price of an offering. Meanwhile, strategies to maximize repeat guests should emphasize non-monetary qualities of the experience.