Examining factors associated with cave visitor satisfaction
Cave tourism, as a growing niche within the tourism industry, contributes significantly to local economies. Missouri, home to more than 7,500 caves, ranks second among all states in the U.S. regarding the number of recorded wild caves. Missouri caves attract tens of thousands of visitors each year. To sustain such tourism success, it is necessary to understand visitors' experiences and satisfaction. Thus, this study investigated factors (i.e., socio-demographics, involvement, perception of pricing, motivation, sensation seeking attributes, and sensory experience) that may influence cave visitors' overall satisfaction. An on-site survey questionnaire was conducted at three selected Missouri caves. Descriptive statistics were used to profile cave visitors and assess overall satisfaction. A multiple linear regression was performed to investigate the association of socio- demographics, involvement, perception of pricing, motivation, sensation seeking attributes, and sensory experience with the overall satisfaction. Results showed that Age, Socialization motivation, and Sight sensory experience were key factors associated with the overall visitor satisfaction in cave tourism. Study findings suggest that cave tourism in Missouri is a family-friendly activity with opportunities for visitors to socialize and enjoy nature, offering unique tactile and visual sensory experiences. Cave management may consider using the findings to further enhance visitor satisfaction (e.g., improving lighting systems within the caves, refining marketing strategies to attract repeat and new visitors).
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