Incorporating on-site activity involvement and sense of belonging into the Mehrabian-Russell model – The experiential value of cultural tourism destinations

Kuang-peng Hung, Norman Peng, Annie Chen

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Abstract

To examine tourists' intentions to revisit and recommend a cultural tourism destination, this study incorporates an “on-site activity involvement” variable into the Mehrabian-Russell model. We draw on a survey of over 500 tourists. Our findings reveal that aesthetics, service staff excellence, and playfulness affect tourists' satisfaction, which in turn affects their sense of belonging. In addition, sense of belonging positively influences tourists' behavioral intentions. Finally, on-site activity involvement moderates the influence of satisfaction on sense of belonging. Several implications of the study are identified, and avenues for future research are suggested.
Original languageEnglish
Pages (from-to)43-52
Number of pages10
JournalTourism Management Perspectives
Volume30
Early online date15 Feb 2019
Publication statusPublished - Apr 2019

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