Examining Relationships Among Emotional Experience, Place Identity, and Destination Loyalty

Yıl 2024, Latest Articles

Rojan Baniya Suja Chaulagain Bendegul Okumus

https://doi.org/10.30519/ahtr.1309241

Öz

Emotions shape tourists' perceptions, experiences, and attachment to a destination, impacting loyalty. However, limited research has delved into the intricate relationships among these constructs. Based on the M-R Framework (Mehrabian & Russell, 1974), the current study proposed and tested a destination loyalty model that examined tourists' emotional experiences and place identity. This study specifically aimed to explore the influences of love, joy, and positive surprise (as emotions experienced by tourists) on place identity and destination loyalty. Data obtained from 164 international tourists were utilized to examine the conceptual model by employing structural equation modeling. The study outcomes showed that joy and love significantly affected place identity and destination loyalty, and place identity significantly influenced destination loyalty. The study findings deliver important theoretical contributions for researchers by explaining the complex relationships among tourists’ emotional experiences of, their sense of place identity, and loyalty toward a destination. From a practical perspective, the study's results entail various implications for destination policymakers and marketers. For example, exploring how tourists respond to their emotional experiences would assist destination marketers in the development of effective marketing strategies (e.g., segmentation and positioning) to foster loyalty among visitors.

Anahtar Kelimeler

Emotional Experience, place identity, destination loyalty, love, joy, positive surprise

Kaynakça

• Ahuvia, A. C. (2005). Beyond the extended self: Loved objects and consumers' identity narratives. Journal of Consumer Research, 32(1), 171-184.
• Albert, N., Merunka, D., & Valette-Florence, P. (2008). When consumers love their brands: Exploring the concept and its dimensions. Journal of Business Research, 61(10), 106
• Almeida-Santana, A., & Moreno-Gil, S. (2018). Understanding tourism loyalty: Horizontal vs. destination loyalty. Tourism Management, 65, 245-255.
• Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411.
• Assael, H. (1984). Consumer behavior and marketing action. Kent Pub. Co.
• Bagozzi, R. (1986). Principles of marketing management. Chicago, IL: Science Research Associates, Inc.
• Bentler, P. M., & Chou, C. P. (1987). Practical issues in structural modeling. Sociological Methods & Research, 16(1), 78-117.
• Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17, 79-89.
• Chamberlain, L., & Broderick, A. J. (2007). The application of physiological observation methods to emotion research. Qualitative Market Research: An International Journal, 10(2), 199-216.
• Chen, C. F., & Tsai, D. (2007). How destination image and evaluative factors affect behavioral intentions? Tourism Management, 28(4), 1115-1122.
• Chew, E. Y. T., & Jahari, S. A. (2014). Destination image as a mediator between perceived risks and revisit intention: A case of post-disaster Japan. Tourism Management, 40, 382-393.
• Chi, C. G. Q., & Qu, H. (2008). Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: An integrated approach. Tourism Management, 29(4), 624-636.
• Cohen, J. B., & Areni, C. S. (1991). Affect and Consumer Behavior. In T. S. Robertson and H. H. Kassarjian (Eds.), Handbook of Consumer Behavior (pp. 188–240). Englewood Cliffs, NJ: Prentice-Hall.
• Do, T. T. M. D., Pinto, P., Silva, J. A., & Pereira, L. N. (2022). What influences Vietnamese Airbnb travelers’ positive electronic word-of-mouth intentions? An extension of the Mehrabian–Russell model. Consumer Behavior in Tourism and Hospitality, 17(2), 143-160.
• Donovan R.J, Rossiter J.R, & Nesdale A. (1994). Store atmosphere and purchasing behavior. Retail, 70(3), 283–94.
• Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343–73.
• George, D., Mallery, M. (2010). SPSS for Windows Step by Step: A Simple Guide and Reference, 17.0 update (10a ed.). Boston: Pearson.
• Gilmore, A., & McMullan, R. (2009). Scales in services marketing research: a critique and way forward. European Journal of Marketing, 43(5/6), 640-651.
• Goolaup, S., Solér, C., & Nunkoo, R. (2018). Developing a theory of surprise from travelers’ extraordinary food experiences. Journal of Travel Research, 57(2), 218-231.
• Goossens, C. (2000). Tourism information and pleasure motivation. Annals of Tourism Research, 27(2), 301-321.
• Grappi, S., & Montanari, F. (2011). The role of social identification and hedonism in affecting tourist re-patronizing behaviours: The case of an Italian festival. Tourism Management, 32(5), 1128-1140.
• Gursoy, D., Zhang, C., & Chi, O. H. (2019). Determinants of locals’ heritage resource protection and conservation responsibility behaviors. International Journal of Contemporary Hospitality Management, 31(6), 2339-2357.
• Henseler, J., Ringle, C.M. & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43, 115-135.
• Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate data analysis . Upper Saddle River, NJ: Prentice Hall.
• Hair, J. F., Black, W. C., Balin, B. J., & Anderson, R. E. (2010). Multivariate data analysis. Maxwell Macmillan International Editions.
• Hair, J. F., Gabriel, M., & Patel, V. (2014). AMOS covariance-based structural equation modeling (CB-SEM): Guidelines on its application as a marketing research tool. Brazilian Journal of Marketing, 13(2), 98-116.
• Hair Jr, J. F., Matthews, L. M., Matthews, R. L., & Sarstedt, M. (2017). PLS-SEM or CB-SEM: updated guidelines on which method to use. International Journal of Multivariate Data Analysis, 1(2), 107-123.
• Hallak, R., Brown, G., & Lindsay, N. J. (2012). The Place Identity–Performance relationship among tourism entrepreneurs: A structural equation modelling analysis. Tourism Management, 33(1), 143-154.
• Himalayan News Service (2023). Nepal's tourism on the mend with more than 600,000 foreign visitors in 2022. Retrieved November 2, 2023, from https://thehimalayantimes.com/business/nepals-tourism-on-the-mend-with-more-than-600000-foreign-visitors-in-2022.
• Hosany, S., & Gilbert, D. (2010). Measuring tourists’ emotional experiences toward hedonic holiday destinations. Journal of Travel Research, 49(4), 513-526.
• Hosany, S., & Prayag, G. (2013). Patterns of tourists' emotional responses, satisfaction, and intention to recommend. Journal of Business Research, 66(6), 730-737.
• Hosany, S., Prayag, G., Deesilatham, S., Cauševic, S., & Odeh, K. (2015). Measuring tourists’ emotional experiences: Further validation of the destination emotion scale. Journal of Travel Research, 54(4), 482-495.
• Hosany, S., Prayag, G., Van Der Veen, R., Huang, S., & Deesilatham, S. (2017). Mediating effects of place attachment and satisfaction on the relationship between tourists’ emotions and intention to recommend. Journal of Travel Research, 56(8), 1079-1093.
• Izard, C. E. (1977). Human emotions. New York Plenum.
• Jang, S. S., & Namkung, Y. (2009). Perceived quality, emotions, and behavioral intentions: Application of an extended Mehrabian–Russell model to restaurants. Journal of Business research, 62(4), 451-460.
• Jeong, Y., & Kim, S. (2019). A study of event quality, destination image, perceived value, tourist satisfaction, and destination loyalty among sport tourists. Asia Pacific Journal of Marketing and Logistics, 32(4), 940-960. https://doi.org/10.1108/APJML-02-2019-0101
• Jeong, Y., Kim, E., & Kim, S. K. (2022). Understanding active sport tourist behaviors in small-scale sports events: stimulus-organism-response approach. Sustainability, 12(19), 8192.
• Kaiser, H. F. (1960). The application of electronic computers to factor analysis. Educational and Psychological measurement, 20(1), 141-151.
• Kim, J., & Fesenmaier, D. R. (2015). Measuring emotions in real time: Implications for tourism experience design. Journal of Travel Research, 54(4), 419-429.
• Kirillova, K., Fu, X., Lehto, X., & Cai, L. (2014). What makes a destination beautiful? Dimensions of tourist aesthetic judgment. Tourism Management, 42, 282-293.
• Kislali, H., Kavaratzis, M., & Saren, M. (2020). Destination image formation: Towards a holistic approach. International Journal of Tourism Research, 22(2), 266-276.
• Kleine, S., Kleine, R. E., & Allen, C. T. (1995). How is a possession “me” or “not me”? Characterizing types and an antecedent of material possession attachment. Journal of Consumer Research, 22(4), 327–343.
• Kline, R. B. (2015). Principles and practice of structural equation modeling. Guilford publications.
• Koenig-Lewis, N., & Palmer, A. (2008). Experiential values over time–a comparison of measures of satisfaction and emotion. Journal of Marketing Management, 24(1-2), 69-85.
• Krishna, A., & Schwarz, N. (2014). Sensory marketing, embodiment, and grounded cognition: A review and introduction. Journal of Consumer Psychology, 24(2), 159-168.
• Kyle, G., Graefe, A., Manning, R., & Bacon, J. (2004). Effect of activity involvement and place attachment on recreationists' perceptions of setting density. Journal of Leisure Research, 36(2), 209-231.
• Lazarus, R. S. (1991). Cognition and motivation in emotion. American Psychologist, 46(4), 352.
• Lee, J. (2014). Visitors’ emotional responses to the festival environment. Journal of Travel & Tourism Marketing, 31(1), 114-131.
• Lee, J., Kyle, G., & Scott, D. (2012). The mediating effect of place attachment on the relationship between festival satisfaction and loyalty to the festival hosting destination. Journal of Travel Research, 51(6), 754-767. https://doi.org/10.1177/0047287512437859
• Lee, T. H., & Shen, Y. L. (2013). The influence of leisure involvement and place attachment on destination loyalty: Evidence from recreationists walking their dogs in urban parks. Journal of Environmental Psychology, 33, 76-85.
• Lee, Y. K., Lee, C. K., Lee, S. K., & Babin, B. J. (2008). Festivalscapes and patrons' emotions, satisfaction, and loyalty. Journal of Business Research, 61(1), 56-64.
• Lv, X., Li, C. S. & McCabe, S. (2020). Expanding theory of tourists’ destination loyalty: The role of sensory impressions. Tourism Management, 77, 104026.
• Manthiou, A., Ayadi, K., Lee, S., Chiang, L., & Tang, L. (2017). Exploring the roles of self-concept and future memory at consumer events: The application of an extended Mehrabian–Russell model. Journal of Travel & Tourism Marketing, 34(4), 531-543.
• Mehrabian, A, & Russell, J. A. (1974). An approach to environmental psychology. Cambridge, MA: MIT Press.
• Martin, H.s., Collado, J., & Rodriguez del Bosque, I. (2013). An exploration of the effects of past experience and tourist involvement on destination loyalty formation. Current Issues in Tourism, 16(4), 327-342.
• Mechinda, P., Serirat, S., & Gulid, N. (2009). An examination of tourists' attitudinal and behavioral loyalty: Comparison between domestic and international tourists. Journal of Vacation Marketing, 15(2), 129-148.
• Meleddu, M., Paci, R., & Pulina, M. (2015). Repeated behaviour and destination loyalty. Tourism Management, 50, 159-171.
• Meyer, W. U., Reisenzein, R., & Schützwohl, A. (1997). Toward a process analysis of emotions: The case of surprise. Motivation and Emotion, 21(3), 251-274.
• Moors, A. (2009). Theories of emotion causation: a review. Cognition and Emotion, 23(4), 625-662.
• Nawijn, J. (2011). Determinants of daily happiness on vacation. Journal of Travel Research, 50(5), 559-566. Napal Tourism Statistics (2019). https://www.tourism.gov.np/files/NOTICE%20MANAGER_ FILES/Nepal_%20tourism_statics_2019.pdf
• Nunnally, J. C. (1959). Tests and measurements assessment and prediction. McGraw-Hill.
• Oppermann, M. (2000). Tourism destination loyalty. Journal of Travel Research, 39(1), 78-84.
• Pappalepore, I., Maitland, R., & Smith, A. (2014). Prosuming creative urban areas. Evidence from East London. Annals of Tourism Research, 44, 227-240.
• Patwardhan, V., Ribeiro, M. A., Payini, V., Woosnam, K. M., Mallya, J., & Gopalakrishnan, P. (2020). Visitors’ place attachment and destination loyalty: Examining the roles of emotional solidarity and perceived safety. Journal of Travel Research, 59(1), 3-21.
• Patwardhan, V., Ribeiro, M. A., Woosnam, K. M., Payini, V., & Mallya, J. (2020). Visitors' loyalty to religious tourism destinations: Considering place attachment, emotional experience, and religious affiliation. Tourism Management Perspectives, 36, 100737.
• Plunkett, D., Fulthorp, K., & Paris, C. M. (2019). Examining the relationship between place attachment and behavioral loyalty in an urban park setting. Journal of Outdoor Recreation and Tourism, 25, 36-44.
• Prayag, G., Hosany, S., Muskat, B., & Del Chiappa, G. (2017). Understanding the relationships between tourists’ emotional experiences, perceived overall image, satisfaction, and intention to recommend. Journal of Travel Research, 56(1), 41-54.
• Prayag, G., Hosany, S., & Odeh, K. (2013). The role of tourists' emotional experiences and satisfaction in understanding behavioral intentions. Journal of Destination Marketing & Management, 2(2), 118-127.
• Prayag, G., & Ryan, C. (2012). Antecedents of tourists’ loyalty to Mauritius: The role and influence of destination image, place attachment, personal involvement, and satisfaction. Journal of Travel Research, 51(3), 342-356.
• Proshansky, H. M., Fabian, A. K., & Kaminoff, R. (1983). Place-identity: Physical world socialization of the self. Journal of Environmental Psychology, 111-115.
• Russell, J. A. (1983). Pancultural aspects of the human conceptual organization of emotions. Journal of Personality and Social Psychology, 45(6), 1281.
• Russell J. A, & Pratt, G. A. (1980). A description of the affective quality attributed to environments. J Pers Soc Psychol, 38(2), 311–22.
• Sander, D. E., & Scherer, K. R. (2009). The Oxford Companion to Emotion and the Affective Sciences. Oxford University Press.
• Sah, R., Sigdel, S., Ozaki, A., Kotera, Y., Bhandari, D., Regmi, P., ... & Dhakal, R. (2020). Impact of COVID-19 on tourism in Nepal. Journal of Travel Medicine, 27(6), 101-105.
• Scannell, L., & Gifford, R. (2010). Defining place attachment: A tripartite organizing framework. Journal of Environmental Psychology, 30(1), 1-10.
• Scherer, K.R. (2000). Psychological models of emotion. The Neuropsychology of Emotion, 137(3,), 137-162.
• Scherer, K.R. (2001). Appraisal considered as a process of multilevel sequential checking. Appraisal Processes in Emotion: Theory, Methods, Research, 92(120), 57-69.
• Scherer, K.R. (2005). What are emotions? And how can they be measured? Social Science Information, 44(4,), 695-729.
• Schreyer, R., Jacobs, G. R., & White, R. G. (1981). Environmental meaning as a determinant of spatial behavior in recreation. In Proceedings of Applied Geography Conferences, Volume 4. (pp. 294-300). Department of Geography, State University of New York.
• Sharma, G. (2020). Nepal to resume international flights after long halt due to coronavirus. Retrieved November 1, 2023, from https://www.reuters.com/article/health-coronavirus-nepal-flights-idINKCN24M0UF
• Su, L., & Hsu, M. K. (2013). Service fairness, consumption emotions, satisfaction, and behavioral intentions: The experience of Chinese heritage tourists. Journal of Travel & Tourism Marketing, 30(8), 786-805.
• Sun, J., Chen, P. J., Ren, L., Shih, E. H. W., Ma, C., Wang, H., & Ha, N. H. (2021). Place attachment to pseudo establishments: An application of the stimulus-organism-response paradigm to themed hotels. Journal of Business Research, 129, 484-494.
• Tan, K. H., Goh, Y. N., & Lim, C. N. (2022). Linking customer positive emotions and revisit intention in the ethnic restaurant: A Stimulus Integrative Model. Journal of Quality Assurance in Hospitality & Tourism, 1-30.
• Tasci, A. D., Uslu, A., Stylidis, D., & Woosnam, K. M. (2022). Place-oriented or people-oriented concepts for destination loyalty: Destination image and place attachment versus perceived distances and emotional solidarity. Journal of Travel Research, 61(2), 430-453.
• Thapa, B. (2004). Tourism in Nepal: Shangri-La's troubled times. Journal of Travel & Tourism Marketing, 15(2/3), 117-138.
• Tuerlan, T., Li, S., & Scott, N. (2021). Customer emotion research in hospitality and tourism: conceptualization, measurements, antecedents, and consequences. International Journal of Contemporary Hospitality Management, 33(8), 2741-2772.
• Wang, C. Y., & Hsu, M. K. (2010). The relationships of destination image, satisfaction, and behavioral intentions: An integrated model. Journal of Travel & Tourism Marketing, 27(8), 829-843.
• Wang, W., Wang, S. Q., Li, Y. S., & Feng, C. (2022). Assessing the sustainability and competitiveness of tourism economies in China’s Chengdu-Chongqing metropolitan area. Environmental Science and Pollution Research, 29(44), 66960-66978.
• Wang, S., & Xu, H. (2015). Influence of place-based senses of distinctiveness, continuity, self-esteem, and self-efficacy on residents' attitudes toward tourism. Tourism Management, 47, 241-250.
• Westbrook, R. A. (1987). Product/consumption-based affective responses and postpurchase processes. Journal of Marketing Research 24, 258–270.
• Woodworth, R. S. (1929). Psychology (revised edition). Henry Holt & Co., New York.
• Yoon, Y., & Uysal, M. (2005). An examination of the effects of motivation and satisfaction on destination loyalty: a structural model. Tourism Management, 26(1), 45-56.
• Zhang, H., Fu, X., Cai, L. A., & Lu, L. (2014). Destination image and tourist loyalty: A meta-analysis. Tourism Management, 40, 213-223.