Influence of Emerging Service Attributes on Tourist Satisfaction and Retention: An Empirical Study of Adventure Tourists

Nihal Jaiswal (North Eastern Hill University, Department of Tourism and Hotel Management, Meghalaya, India)
Punit Gautam (North Eastern Hill University, Department of Tourism and Hotel Management, Meghalaya, India)
Preeti Soni (North Eastern Hill University, Department of Tourism and Hotel Management, Meghalaya, India)

BJHTCR
Vol. 3 No. 2 (2026): Economic, Social, and Environmental Tourism in Bali

An empirical research approach is adopted to conducted a survey among adventure tourism tourists in the Delhi NCR. The three emerging attributes, artificial intelligence and customer privacy, virtual reality, and authenticity is evaluated directly to tourist satisfaction and tourist retention to enhance the efficacy of tour operators. The study reveals positive significant relationship between the emerging service attributes and tourist satisfaction but gives mixed result in case of their retention. Statistically the findings of the study cannot be generalized beyond the scope of the subject and the area evaluated. However, this can be replicated in similar research area.