Published : 2026-10-15

From Guided-Tour Priorities to Tourist Advocacy: Factors Associated with Value for Money and Intentions to Recommend in South Africa’s Western Cape

Abstract

This exploratory study examines whether stated guided-tour priorities and tourist characteristics are associated with value-for-money evaluations and positive recommendations in South Africa’s Western Cape, and whether value adds explanatory information to tourist advocacy. Survey data from 451 participants were analysed using descriptive statistics, bivariate tests, hierarchical binary logistic regression and robustness checks. Ratings of excellent value for money were associated with longer stays, degree education and travelling with friends or business partners. Intentions to recommend followed a different pattern, with stronger priorities for safety, ambience, multilingual capability, and smaller groups associated with higher odds of recommendation. Although adding value-for-money ratings improved the overall model fit, its category-level estimates were imprecise, indicating partial rather than complete value-advocacy alignment. Excellent value-for-money ratings were more closely associated with tourists’ trip contexts, whereas intentions to recommend were more closely associated with stated priorities. The findings support a cautious decoupling between perceived value for money and intentions to recommend and suggest that operators should monitor both aspects as related but distinct outcomes.

Keywords:

guided tours, perceived value, positive recommendation, tourist advocacy, Western Cape



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Muresherwa, G., Bama, H. K. N., & Hill, K. L. (2026). From Guided-Tour Priorities to Tourist Advocacy: Factors Associated with Value for Money and Intentions to Recommend in South Africa’s Western Cape. Studia Periegetica, 50(2), 2224. https://doi.org/10.58683/sp.2224

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Uniwersytet WSB Merito w Poznaniu
ul. Powstańców Wielkopolskich 5
61-895 Poznań
e-mail: journals@poznan.merito.pl
University
Uniwersytet WSB Merito w Poznaniu / WSB Merito University
ul. Powstańców Wielkopolskich 5
61-895 Poznań

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