Ecosystem-based Artefacts as a Source of Loyalty at the French Valley of the Monkeys
2017
Mouillot, Philippe | Pupion, Pierre-Charles
This paper investigates an ecosystem as a possible source of loyalty increase. With the case of the Valley of the Monkeys in France, the only European park welcoming monkeys in total freedom, this research statistically explores emotional determinants of loyalty, satisfaction and word-of-mouth behaviour from single to family visitors in order to identify which marketing angles the park should highlight to reach a sustainable development logic. After anchoring our research in the tourism paradigm, we introduce the theoretical framework of loyalty, we define eight research hypotheses, including six sub-hypotheses, and we propose a conceptual model. Then we present our methodology, including a detailed empirical study. Results are displayed consecutively to the research hypotheses' test, which inform our suggestions for marketing directions for the park to increase its touristic performance. Results mainly highlight that in such a paradigm, satisfaction is not emotion-based but cognitive-dissonance linked, that an ecosystem-based philosophy is clearly a sustainable source of loyalty, and that the main targets for such parks are families who seek strong positive emotions such as joy and delight, the latter further supporting loyalty development.
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