International Business & Economics Research Journal – May 2011 Volume 10, Number 5 © 2011 The Clute Institute 33 Measurement And Consequences Of U.S. Tourists‟ Perceptions Of Service Quality: A South African Hunting Safari Case Study Xiliang Han, Nelson Mandela Metropolitan University, South Africa Laetitia Radder, Nelson Mandela Metropolitan University, South Africa ABSTRACT This research verifies the usefulness of the service quality principles and the Basic Service Package elements of the Augmented Service Offering model in measuring perceived service quality of a complex wildlife tourist activity. In addition, it determines the existence of a quality- satisfaction and quality-intention link. The South African hunting safari serves as an illustrating example. As U.S. hunters constitute the largest cluster of non-domestic customers in the South African safari hunting industry, their perceptions of service quality and the resulting satisfaction and behavioral intentions can significantly impact the sustainable competitiveness and profitability of safari service providers. The results negate the applicability of the SERVQUAL model, but confirm the usefulness of the Augmented Service Offering model in measuring the service quality of the safari hunt and in identifying areas of service failure and adequate service performance. The regression analysis confirmed the existence of important quality-satisfaction and quality-intention links. Keywords: basic service package; behavioral intention; hunting safari; perceived service quality; satisfaction; SERVQUAL INTRODUCTION articipation in nature-based activities has become a major purpose of domestic and international tourism (Nyaupane, Morais and Graefe, 2004). Similar growth patterns are evident in wildlife tourism, a subset of nature-based tourism (Hall and Boyd, 2005). These trends are believed to be the result of increasing urbanization and a growing awareness of the environment which have stimulated a deeper appreciation for, and more regular visits to, natural areas. Hunting makes an important contribution to South Africans‟ efforts of conserving nature, c urbing environmental degradation and attracting wildlife tourists. Many ecological benefits are derived from financial incentives in wildlife ownership, management and conservation (Van der Waal and Dekker, 2000). For example, the bontebok, black wildebeest, Cape mountain zebra, geometric tortoises and numerous rare plant species were saved from extinction because of the actions of the country‟s hunting industry and private game ranch owners (Hamman, Lloyd and Stadler, 2005). In addition to saving wildlife species, hunting also contributes to preventing and reducing the costly impacts caused by the overpopulation of certain species (Mauser and Paddon, 2000) particularly in the absence of other predators, as happened with the elephant in certain conservation areas in South Africa. Anti- hunting lobbyists sometimes seem to forget that natural areas protected and managed for hunted species are also ideal for many non-hunted species that require similar habitats (Mauser and Paddon, 2000). Environments managed for hunting purposes thus support a higher diversity of wildlife than do unmanaged areas. These actions enhance the country‟s diversity of wildlife resources and its already highly-acclaimed trophy hunting industry. Trophy hunting (also known as sport or safari hunting) refers to legitimate and organized hunting activities undertaken by individuals whose primary objective is securing trophies from killed animals, birds and P