Abstract:
This paper aims to investigate the drivers of customer value and their respective
influence on satisfaction in the particularly under-researched area of adventure tourism with
reference to the Sri Lankan domestic context. The multidimensional perceived value
framework (PERVAL) was used and the study adopted a quantitative, explanatory and
single cross-sectional research design. Convenient sampling method was used and 267
responses were evaluated through a structured questionnaire which was employed targeting
domestic tourists who have participated in any kind of adventure activity in Sri Lanka.
Results of regression analyses concluded that there is a direct and positive influence of
perceived value on satisfaction in an adventure tourism setting. Furthermore, Sri Lankan
domestic tourists attached more importance to novelty value and emotional value. The
foremost implication of this study is that adventure tour operators should account for
differences in value perception especially novelty highs like thrill, fear, curiosity and
authenticity for domestic tourists when planning tour operations and itineraries.
