A longitudinal research on tourist satisfaction in Landmannalaugar

Abstract

Longitudinal studies in tourism involve the collection of comparable data for at least two different time periods as well as the analysis and comparison of the data between the defined periods. Their aim is to provide an understanding of how and why different elements of the tourism industry, tourists and tourism destinations change. Longitudinal research on visitor satisfaction at natural areas or wilderness destinations are scarce, not only in Iceland but worldwide. However, the knowledge created through such studies is very valuable for maintaining the competitiveness of destinations and provides the foundation for the sustainability of a destination. This paper presents the results of a longitudinal study on tourist satisfaction in Landmannalaugar. The study is based on questionnaires which were distributed to tourists in Landmannalaugar during the summer of 2000, 2009 and 2019, resulting in approximately 2.900 respondents in total. The main aim was to assess how tourist satisfaction and perception of the number of tourists, the environment and infrastructure had changed between 2000, 2009 and 2019. The results indicate that tourists are generally very satisfied with their stay in the area, but at the same time overall tourist satisfaction is declining. There are various reasons for this which among others relate to infrastructure, organisation and service as well as an increase in tourist arrivals.