Validating a customer well-being index related to natural wildlife tourism

•Customer well-being is predictive of customer loyalty.•Customer well-being is predictive of perceived value.•Customer well-being is predictive of behavior-type outcomes.•Customer loyalty has an influence on behavioral outcomes.•Customer loyalty is influenced by high-order and low-order need satisfaction.

This study reports an attempt to validate a customer well-being (CWB) index related to natural wildlife tourism. It was hypothesized that the CWB index related to wildlife tourism has a positive influence on travel outcomes (length of stay, number of visits, and total expenses), mediated by perceived value and customer loyalty. These hypotheses were tested using four waves of surveys of customers (overnight visitors) intercepted at the park in a two-year period. The survey data provided support for the hypotheses, which, in turn, lend validation support to the CWB index. Managerial implications of the customer well-being index are also discussed.