Exploring Visitors’ Motivation, Satisfaction and Loyalty in a Nature-Based Tourism Destination: The Case of Obafemi Awolowo Biological Garden

Abstract

Understanding visitors’ motivation, satisfaction and loyalty is crucial for the marketing of tourism products and services in a destination. This is especially important for nature-based tourism destination whose main attraction is ‘nature’, and focused on environmental conservation. This study assessed the relationship existing between motivation and satisfaction obtained by visitors in Obafemi Awolowo University Biological Garden, a nature-based tourism destination in southwest Nigeria. Quantitative research method was engaged. Specifically, visitors to the garden (n=383) were sampled randomly with the aid of a structured questionnaire. The findings revealed that visitors were motivated to travel based on their intrinsic need for recreation, entertainment, nature experience and appreciation, novelty/adventure, and social engagement. In addition, destination attractiveness (pull factors) such as fame/reputation of the garden, time and distance of travel, availability and adequateness of transit system, affordability and recommendations by family/friends influenced visitation decisions. Visitors were largely satisfied with destinations attributes and exhibited strong loyalty intentions, demonstrated in willingness to re-visit and recommend the destination to others. It was further revealed that satisfaction only significantly strengthened the relationship between push motivation and loyalty; indicating that satisfaction enhanced the extent to which visitors’ internal needs and desires translate to intentions to revisit and recommend the garden. Conversely, satisfaction did not significantly strengthen the relationship between pull motivation and loyalty. It is concluded that visitor motivation satisfaction and loyalty are crucial considerations in effective management and promotion of nature-based tourism destinations.