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

See all articles by Dale Russell

Dale Russell

Pacific Institute for Research and Evaluation (PIRE)

Cristel Russell

American University - Kogod School of Business

Date Written: 2010

Abstract

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.

Suggested Citation

Russell, Dale and Russell, Cristel, Experiential Reciprocity: The Role of Direct Experience in Value Perceptions (2010). Journal of Travel and Tourism Marketing, 27 (6), 624-634 (2010). Available at SSRN: https://ssrn.com/abstract=2691730

Dale Russell

Pacific Institute for Research and Evaluation (PIRE) ( email )

11720 Beltsville Drive, Suite 900
Calverton, MD 20705
United States

Cristel Russell (Contact Author)

American University - Kogod School of Business ( email )

4400 Massachusetts Avenue NW
Washington, DC 20816-8044
United States

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