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segments of the sport tourism industry, named outdoors, and supported previous studies that questioned the universal applicability of SERVQUAL. Satisfaction levels and behavioral intentions in outdoors cannot be predicted by service quality evaluations. These results suggest that a context-based measure of service quality should be developed in order to successfully measure service quality in outdoor programs. Models such as the one proposed by Brady and Cronin (2001) could help towards this direction. Furthermore, more research is required in order to identify the factors that influence satisfaction levels of outdoor participants. Customers’ personal expectations and the experience(Tian-Cole et al., 2002) factor might be useful concepts to use in the effort to predict satisfaction and customer loyalty. Participation in outdoors is an important aspect of the consumption process in outdoors, and this differentiates the outdoor product from other services.

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