Experiential Reciprocity: The Role of Direct Experience in Value Perceptions
Journal of Travel and Tourism Marketing, 27 (6), 624-634 (2010)
Posted: 18 Nov 2015
Date Written: 2010
This research proposes experiential reciprocity as the process underlying the relationship between direct experience of a national park and perceived value of the park system and its role in preserving the environment. Cross-sectional data of people’s experience and perceptions of the United States National Park Service and their values and beliefs related to the park system indicate that a direct experience of a park increases the intrinsic value of the park, even for those who are already environmentally conscious. Consistent with the norm of reciprocity, direct experience of a park also increases willingness to finance the park directly. Given the role of direct experience of the park in fostering an intrinsic appreciation for its role in preserving the environment, waving access fees is offered as a way to promote experiential reciprocity.
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