THE RELATIONSHIP BETWEEN TOURIST EXPERIENCE, PLACE ATTACHMENT, AND POST-VISIT INTENTIONS: AN APPLICATION OF S-O-R PARADIGM IN THE CONTEXT OF HANGZHOU, CHINA
DOI:
https://doi.org/10.21837/pm.v22i34.1580Keywords:
Tourist Experience, Place Attachment, Post-visit Intention, S-O-R Theory, Mediating effect, HangzhouAbstract
A key challenge facing destination practitioners and policymakers is to sustain a competitive advantage and to ensure its destination’s success and prosperity under the impact of globalisation. Evidence suggests that the tourist experience can enhance tourists’ attachment and post-visit intention, which is an essential concept in travel and tourism study, as well as destination positioning. Still, there are limitations in the research concerning the relationship between these three factors. This study investigates the mediating effect of place attachment on the relationship between tourist experience and post-visit intention using Stimulus–Organism–Response (S-O-R) paradigm. The data were gathered from 213 respondents among the West Lake Heritage Site users in Hangzhou, China, using the self-administered questionnaires. According to statistical findings, tourist experience influences post-visit intention both directly and indirectly through the mediating role of place attachment. Drawing from these findings, practical information on design, marketing, and experiences for tourism destinations is offered.
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