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Communication Dans Un Congrès Année : 2022

Place and role of the technical expertise of river guides in customer satisfaction during rafting activities : an application of marketing tetraclass model

Résumé

Satisfaction is essential in a sports tourism business because it can be the source of customer loyalty, but above all of their recommendations. It is linked to the positive or negative experience that customers have for a relatively short period of time. This communication proposes to analyze the results of a satisfaction survey carried out during the months of July and August in a Spanish whitewater adventure company, specifically on the rafting activity. It is based on Llosa's tetraclass model wich consists in classifying the factors acting on the satisfaction-dissatisfaction pair according to two criteria: (1) the level of performance of the factors and (2) their influence on overall satisfaction. The strategic element of this model which primarily impacts satisfaction is the « key element ». This includes criteria that exert a strong influence on satisfaction when they are perceived positively and conversely on dissatisfaction when they are perceived negatively. The other three elements of the model are the « plus », « basic » and « secondary » elements. Our results show that the human factor represented by river guides constitutes a « key » element, and in particular the most important of all. Satisfaction or dissatisfaction largely depends on the guide's technical expertise in handling the boat. The more expert and experienced the guide, the more likely it is that customers will be satisfied regardless of the level of satisfaction of other criteria. This is due to the ability of expert guides to (1) instill a sense of security during the activity and (2) make the experience fun and entertaining. These results showing that technical expertise is a « key » element of satisfaction make it possible to consider avenues in the technical training and learning of whitewater guides, and more usually of instructors in adventure and nature activities.
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Dates et versions

hal-04351379 , version 1 (18-12-2023)

Identifiants

  • HAL Id : hal-04351379 , version 1

Citer

Cédric Terret. Place and role of the technical expertise of river guides in customer satisfaction during rafting activities : an application of marketing tetraclass model. 8th IRNIST Conference : Sport Tourism and Local Sustainable Development: The Dynamics of Action Sports and Cultural Perspectives, International Research Network of Sport Tourism, May 2022, Biarritz, France. ⟨hal-04351379⟩
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