Search Results (197)

Since sustainable tourism gains relevance in tourist destinations like Thailand, the fact that some satisfied customers fail to become avid promoters is a research dilemma. In this paper, the researcher explored the behavioural intentions of low-carbon tourists in Thailand by looking at the contributions of constraints and sustainability communication, satisfaction, and advocacy in an integrated framework. The study aimed to explain the gap between satisfaction and advocacy, and to determine the key determinants of revisit and recommendation intentions. The methodology used was a mixed-methods approach of combining the survey data of 452 valid respondents who were questioned in major destinations such as Chiang Mai, Phuket, Krabi, and Bangkok, with 32 semi-structured interviews. Structural equation modelling found that sustainability communication has a positive impact on satisfaction, and structural, interpersonal, and intrapersonal constraints have a detrimental influence on such. Advocacy was highly predicted by satisfaction, and it mediated its influence on behavioural intentions partially. Passive satisfaction, doubt towards green claims, social identity, and advocacy fatigue were recognized as qualitative findings to explain the gap found. The research finds that plausible communication and identity-based interaction are critical to make contented tourists loyal low-carbon campaigners. Full article

Based on the stimulus–organism–response (S–O–R) framework, this study explored the psychological spillover mechanism through which tourism experiences in Museum Agglomeration Areas (MAAs) enhance city image and influence behavioral intentions. Structural equation modeling (SEM) based on survey data yielded several key findings. First, information visibility, content visibility, and the quality of amenities and the operational environment played critical roles in shaping tourists’ internal states, including perceived experiential value, affective response, immersion, and satisfaction. In addition, the social atmosphere emerged as an important factor in enriching these evaluations. Second, accessibility and connectivity were identified as factors that reduce friction along the visitor journey, thereby enhancing experiential continuity and immersion. Third, experiential value and immersion were found to be the primary mediators among the internal-state variables, transmitting the effects of environmental stimuli to city-level perceptions and behavioral intentions, such as revisit and recommendation intentions. These findings suggest that the competitiveness of MAAs lies not merely in spatial agglomeration itself but also in their ability to provide engaging and meaningful content, maintain safe and enjoyable operational environments, and develop integrated circulation and information systems. By conceptualizing MAAs as sites of district-scale tourism experiences, this study extends the application of the S–O–R framework to a multi-site urban cultural context and clarifies how differentiated internal states mediate the spillover from district experience to city-level perceptions and behavioral intentions. Rather than proposing a fundamentally new theoretical framework, the study offers a context-specific refinement of the organism layer and provides empirically grounded implications for design and operational strategies in culturally clustered urban districts. Full article

This study explores how the multifaceted servicescape of wellness hotels influences customers’ intentions to revisit and recommend, with customer satisfaction acting as a mediating mechanism. Drawing on the Stimulus–Organism–Response (S-O-R) model and experiential marketing theory, this study conceptualizes servicescape across four dimensions: sensory, social, wellness-related activities, and cultural experiences. Survey responses were gathered from 483 Korean adults who had visited a wellness hotel within the last six months. The data were processed using SPSS (version 27.0) and AMOS (version 23.0). Findings suggest that while sensory, social, and wellness activity experiences have a significant positive impact on satisfaction, cultural experience does not yield the same effect. Satisfaction mediates both revisit and recommendation intentions. Moreover, multi-group analysis confirmed that wellness interest moderates the influence of sensory and wellness activity experiences on satisfaction. Notably, individuals with a high interest in wellness report increased satisfaction through active participation in wellness programs, whereas those with low wellness interest show greater responsiveness to sensory aspects. Theoretically, this study contributes to the existing body of literature by embedding wellness psychology and sustainable development goals (SDGs 3 and 12) into servicescape research. In terms of managerial implications, this study emphasizes the need for wellness hotels to improve sensory-based designs and experiential service quality, while also segmenting their strategies based on customers’ wellness profiles. By presenting an integrated model that connects experiential value, satisfaction, and behavioral intention, this study provides deeper insights into sustainable wellness tourism from both academic and practical perspectives. Full article

This study examined the psychology-driven decision-making dynamics of Millennial solo travellers in Asia, with a comparative focus on Thai and other Asian tourists. While the Theory of Planned Behaviour (TPB) is widely applied in tourism research, prior studies may not fully address the attitude-mediated construct–intention gap, stage-based intention–behaviour variation, and post-intention outcomes. To extend this perspective, the study proposes the I-SMART Cognitive TPB Model, integrating temporal bias, loss aversion, narrative-driven information, Social Exchange Theory, the four-stage tourism life cycle, and post-intention marketing behaviours. Survey data from 800 respondents (400 Thai, 400 Asian) were analysed using structural equation modelling. The findings indicate that narrative information may play a stronger role in shaping attitudes among Asian travellers, whereas Thai travellers appear more influenced by time-based motivation. Pre-trip factors emerged as key contributors to intention formation in both groups, while post-intention patterns diverged: intention linked more strongly to satisfaction among Asian travellers and to revisit tendencies among Thai travellers. Theoretically, the study offers an integrated cognitive–behavioural model that complements TPB by incorporating bias-driven and stage-based mechanisms. Practically, the findings provide guidance for designing digital infrastructure, time-sensitive policies, and storytelling-driven marketing strategies tailored to Millennial solo travellers. Full article

The rapid development and deep integration of digital technology into cultural heritage have created new experiential paradigms for tourists. However, to transform from technological application to behavioral retention, the internal mechanisms through which digital experiences are internalized into stable, sustained behavioral intentions must be elucidated. The influence of perceived value on tourists’ long-term behavioral intentions via place attachment remains largely unexplored. Using the value adoption model (VAM), this study constructs a sequential mediation model of “digital experience–perceived value–place attachment–sustained behavioral intentions” and employs structural equation modeling to examine cross-sectional survey responses from 618 tourists visiting Shandong Museum, China. Findings reveal that the functional dimensions of interactive experience and perceived ease of use significantly enhance perceived value, whereas the sensory dimensions of immersive and hedonic experiences have no significant impact on perceived value—possibly because tourists in cultural heritage contexts prioritize knowledge acquisition over sensory stimulation. Perceived value significantly and positively predicts place attachment and sustained behavioral intentions, and place attachment strongly predicts sustained behavioral intentions (including word-of-mouth recommendation, revisit intention, and sharing). This study extends the VAM to offline cultural heritage digital experience contexts, demonstrates that functional utility is more critical than sensory stimulation in driving value perception, and validates the value attachment–behavior transformation pathway, providing theoretical foundations and practical implications for cultural heritage digitalization management. Full article

Creativity has been frequently explored in artists’ work. However, this concept has also been studied in the economic context of business and management. The concept of creativity has also recently become a subject of tourism research, as tourism is considered an important industry. Tourism classifications that include experiences are becoming more widespread. Alternative and special-interest tourism encompasses a range of tourism types presenting unique experiences. Within the classifications of sport, adventure, and experiential tourism, commercial tandem paragliding can be examined through a creative tourism lens in terms of perceived learning, interaction, and unique involvement. Hence, this research was conducted in Babadağ, Fethiye, a renowned paragliding destination. A total of 360 visitors were included as the participants. PLS-SEM was used to estimate a structural equation model. The results clearly demonstrate the centrality of the creative tourist experience. Firstly, the direct effect of the creative tourist experience on behavioral intentions was found to be quite strong and significant. The results show that the creative tourist experience is strongly and positively associated with behavioral intentions (revisit, recommendation, and positive word of mouth). The effect of the creative tourist experience on memories indicates that creative experiences leave a strong impression on visitors’ memories. Similarly, the creative tourist experience had a significant and positive effect on satisfaction. Considering these three results together, it can be said that creative experiences strengthen cognitive/affective memories, increase overall evaluative satisfaction, and directly affect behavioral intentions. This finding is consistent with the experiential and creative tourism literature on the determinative role of experience quality in memory value and satisfaction. These findings reveal that creative tourist experiences strengthen both memories and satisfaction; that memories are positively related to satisfaction and behavioral intentions; and that satisfaction is positively related to behavioral intentions, thereby extending fundamental assumptions in the experience economy and creative tourism literature to the specific context of commercial tandem paragliding as a guided air-based adventure activity. The study’s unique contribution to the literature is that it not only examines creative tourism through cultural/workshop-based experiences, but also conceptualizes creative tourism through adventure activities involving high involvement and high arousal, and empirically demonstrates the importance of creative-experience quality in explaining behavioral intentions through “memorability” and “satisfaction”. Full article

Although metaverse model houses have recently emerged as an interactive alternative to traditional housing marketing tools, empirical research addressing users’ experiences within these environments remains limited. This study aimed to examine how three dimensions of user experience (UX)—operational, sensory, and exploratory—affect user satisfaction and behavioral intentions in metaverse model houses. A total of 83 participants explored a metaverse model house using a tablet PC and completed a questionnaire. Multiple linear regression analysis revealed that exploratory experience significantly influenced user satisfaction, while sensory experience was positively associated with all behavioral intentions, including the intention to revisit, recommend, reside, and purchase. These findings advance our understanding of UX in virtual housing environments and highlight the importance of immersive and exploratory elements in designing effective metaverse model houses. The results offer practical implications for improving digital housing marketing strategies and guiding the future development of metaverse-based architectural platforms. Full article

As a representative case that embodies both the attributes of a Buddhist sacred site and those of a UNESCO World Heritage site, Mount Wutai provides a distinctive research setting for examining behavioral mechanisms in temple tourism. This study aims to construct an integrated model to systematically test the effects of enjoyment, memorability, attitude, subjective norm, and perceived behavioral control (PBC) on revisit intention (RI), while incorporating social media exposure as a moderating variable. Based on data collected through a two-wave on-site survey, this study analyzed 617 tourists in Mount Wutai and employed structural equation model to examine the relationships among the variables. The results indicate that all five psychological antecedents exert significant positive effects on revisit intention, among them, PBC demonstrating the most substantial impact. Further analysis reveals that social media exposure significantly moderates the relationships among enjoyment, memorability, attitude, subjective norm, and revisit intention, most notably in the “memorability–RI” relationship, whereas its moderating effect on the “PBC–RI” relationship is not significant. These findings not only enrich the theoretical framework by integrating emotional attribution, behavioral cognition, and digital media engagement but also provide practical implications for sacred tourism destinations, enabling them to enhance visitor loyalty through digital communication and experience optimization. Full article

Understanding destination image perceptions is critical for tourism destinations seeking to maintain competitive advantage and foster visitor loyalty. While the traditional literature suggests that first-time and repeat visitors differ significantly in their cognitive and affective destination image perceptions due to experiential differences, emerging evidence from destinations with established branding challenges these conventional assumptions. Thailand, as a globally prominent destination with sustained branding initiatives since 1998, provides an ideal context for examining whether visitor experience moderates destination image formation and loyalty outcomes. This study investigates differences in cognitive and affective destination image perceptions and destination loyalty between first-time and repeat international travellers to Thailand, applying the cognitive–affective–behavioural (CAB) model to examine how these constructs influence revisit and recommendation intentions across visitor segments. Data were collected from 392 international tourists visiting three major southern coastal destinations in Thailand (Phuket, Krabi, and Phang-Nga) through face-to-face surveys using purposive sampling. The sample comprised 185 first-time travellers and 207 repeat visitors. Partial least squares structural equation modeling (PLS-SEM) with multigroup analysis was employed to examine structural relationships and test for significant differences between visitor cohorts using parametric, Welch–Satterthwaite, and permutations tests. Contrary to theoretical expectations, multigroup analysis revealed no statistically significant differences between first-time and repeat travellers across all examined pathways (all permutation p-values > 0.05). Both groups demonstrated equivalent perceptions regarding how cognitive image influences affective image, and how these dimensions affect revisit and recommendation intentions. Affective image emerged as the dominant predictor of destination loyalty for both segments, while cognitive image primarily served as an enabler of emotional responses. These findings challenge traditional assumptions about experiential differences between visitor types suggesting that mature destinations with consistent long-term branding may achieve perceptual uniformity that transcends direct experience. Destination marketing organizations should implement unified rather than segmented strategies, prioritizing emotional engagement mechanisms over rational attribute promotion to cultivate destination loyalty across all visitor segments. However, these findings are specific to coastal leisure destination and may not fully generalize to other destination types. Full article

This study aims to identify the variables that influence revisit intention and the theories most frequently employed in related research. This research adopts a systematic literature review (SLR) following the PRISMA 2020 guidelines, encompassing the identification, screening, and synthesis of articles from the Scopus, ScienceDirect, and Emerald databases. The results indicate that customer satisfaction, destination image, experience, and service quality emerge as the most dominant variables. At the same time, constructs such as electronic word-of-mouth (e-WOM), place identity, and accessibility receive comparatively little scholarly attention. Moreover, the Theory of Planned Behavior constitutes the most commonly applied theoretical framework, followed by the stimulus-organism-response (SOR) model, the Theory of Reasoned Action (TRA), and Cognitive Appraisal Theory. These findings reveal research gaps that provide a foundation for future conceptual model development. The study offers both theoretical and practical contributions toward strengthening strategies for fostering tourist loyalty. Full article

As destinations featured in films and television programs attract growing numbers of tourists, exploring the factors that sustain film tourists’ loyalty and advocacy has become increasingly important. This study explores the determinants of post-visit behaviors through the lens of cognitive appraisal theory (CAT), investigating how perceived authenticity, perceived value, and satisfaction shape revisit and word-of-mouth (WOM) intentions among 436 Chinese film tourists visiting Thailand. Data were analyzed using structural equation modeling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA) to capture both symmetrical and configurational effects. The SEM results reveal that perceived authenticity, perceived value, and satisfaction significantly enhance WOM intentions. The complementary fsQCA findings reveal multiple causal pathways leading to high revisit and WOM intentions. The study advances theoretical understanding by demonstrating the applicability of CAT to film tourism and showing how tourists’ cognitive evaluations and emotional appraisals jointly shape their post-visit behavioral intentions. The findings also offer practical guidance for developing authenticity-based strategies to foster loyalty and positive destination advocacy. Full article

The COVID-19 pandemic has severely affected Thailand’s economy, forcing many workers to return to their hometowns and engage in agricultural activities. Community-Based Tourism (CBT) has become a significant strategy to mitigate these effects by leveraging local cultural resources. This study aims to (1) assess the potential of cultural resources for tourism development in Koh Perd fishing village, Chanthaburi, Thailand, and (2) examine the determinants of revisit intentions among Thai tourists. To address the first objective, qualitative research was conducted through in-depth interviews with 15 Thai tourists, analyzed using coding analysis, while a quantitative survey of 400 respondents assessed the perceptions of cultural resources. The findings indicate that the village’s historic houses (Ruen Ran Kha) are perceived as the most valuable tourism assets, followed by cultural authenticity and aesthetics, respectively. For the second objective, data from 400 Thai tourists were analyzed using Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA) and multiple regression. The results reveal that destination attractions, marketing and accessibility, and safety and security are significant factors influencing revisit intentions. Full article

In the highly competitive restaurant industry, prioritising customer satisfaction is crucial for establishments pursuing differentiation and repeat business. Within this context, creating unique and memorable experiences has evolved from a marketing trend into a strategic imperative, compelling restaurants to deliver encounters that transcend mere functional service and quality. However, prior research has primarily examined quality factors and satisfaction in isolation, overlooking the mediating role of experiential realms in this relationship. This study offers a novel contribution by integrating service quality and experiential marketing within a single empirical model, addressing a gap in the hospitality literature. Specifically, few studies have empirically examined how tangible and intangible quality cues translate into the four experiential realms of the Experience Economy—aesthetic, escapist, entertainment, and educational—and how these, in turn, influence satisfaction and revisit intentions. Drawing on the Experience Economy framework, this study develops and tests a conceptual model linking quality antecedents—physical environment, food quality, and customer service—to the four experiential realms (aesthetic, escapist, entertainment, and educational) and subsequent satisfaction and revisit intentions. Using data collected from 312 restaurant customers, the hypotheses were tested through Structural Equation Modelling (SEM). The findings reveal that quality antecedents significantly influence experiential realms, which in turn enhance satisfaction and revisit intentions—offering a more nuanced mechanism than previously theorised. By being among the first to empirically test these relationships in the sit-down restaurant context, this study adds theoretical and practical insight into experience-based brand differentiation. Moreover, it provides actionable insights for restaurant managers seeking to transform quality delivery into memorable, loyalty-building experiences. Full article

Understanding how environmental design and institutional trust shape perceived security in nightlife settings is essential for enhancing customer experiences and business sustainability. This study examines how surveillance, access control, territoriality, maintenance, and trust in police influence customers’ perceptions of security in nightlife establishments in Colombia, and how these perceptions affect satisfaction and revisit intentions. A survey was conducted involving 400 customers in nightlife venues in Guadalajara de Buga, using Likert scales to evaluate the constructs. Data were analyzed using partial least squares structural equation modeling; Results indicate that maintenance (β = 0.304), surveillance (β = 0.264), trust in police (β = 0.203), and territoriality (β = 0.184) significantly influence perceived security, while access control does not. Perceived security strongly impacts satisfaction (β = 0.662) and revisit intention (β = 0.641). The model explains 47% of the variance in perceived security, 43% in satisfaction, and 41% in revisit intention. These findings highlight the value of integrating environmental design and institutional trust within service marketing and crime prevention, showing that investments in design and maintenance can yield commercial benefits. The study offers guidance for owners seeking to improve customer satisfaction and loyalty through targeted strategies. Full article

This study aims to examine the determinants of tourist continuance intention in halal tourism in Indonesia and extend the Theory of Planned Behavior (TPB) model by incorporating sustainable tourist citizenship behavior (STCB) and tourists’ emotional events and past halal experiences to provide a rounded understanding of Muslim tourists’ revisit intentions. This quantitative study employed partial least squares structural equation modeling (PLS-SEM) to analyze the data collected from 500 Muslim tourists who visited halal destinations in West Sumatra. The findings reveal that their STCB, attitudes, subjective norms, and perceived behavioral control significantly influence their continuance intention. Moreover, the empirical findings indicate that tourists’ emotional events and past halal experiences positively affect the TPB constructs, further strengthening the behavioral outcomes. All the proposed hypotheses were supported by the model and highlight the critical roles of psychological, experiential, and behavioral factors in shaping tourist loyalty. The results of this study contribute to the theoretical advancement of halal tourism behavior and offer practical suggestions for destination management to enhance sustainable engagement and repeat visitation among Muslim travelers. Full article