The Quays in Salford: An analysis of visitor perceptions, satisfaction and behavioural intention

Despite an extensive literature on urban regeneration, visitor perceptions of urban waterfront destinations and their subsequent outcomes remain largely unexplored. The paper reports the findings from a survey of visitors to the Quays in Salford; it focuses on their perceptions, satisfaction and behavioural intentions. While the primary attractions were found to have an important influence, the secondary elements explain more of the variance in overall satisfaction and intention to return to the Quays and the environmental aspects have a greater influence on visitor intention to recommend the destination. The implications of the findings for destination management and marketing are discussed.