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.
|Number of pages||10|
|Journal||Tourism Management Perspectives|
|Early online date||15 Feb 2019|
|Publication status||Published - Apr 2019|