Exploring the influence of tourists’ happiness on revisit intention in the context of Traditional Chinese Medicine cultural tourism |
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| Institution: | 1. School of Management, Guangdong University of Technology, N0.161, Yinglong Road, Guangzhou, 510520, PR China;2. Department of Marketing & Tourism Management, National Chiayi University, No. 580, Hsin-Ming Road, Chiayi City 600023, Taiwan;1. Department of Tourism, Hotel and Sport Management, Griffith University, 170 Kessels Road, Nathan, QLD, 4111, Australia;2. Department of Tourism Management, Torrens University, 88 Wakefield St, Adelaide, SA, 5000, Australia;1. School of Tourism Management, Sun Yat-Sen University, Guangzhou, China;2. Faculty of Hospitality & Tourism Management, Macau University of Science and Technology, Macau, China;3. Center for Tourism, Leisure and Social Development, Sun Yat-sen University, Guangzhou, China;1. Department of People & Organisations, Bournemouth University Business School, D122, Talbot Campus, Bournemouth University, Poole, Dorset, BH12 5BB, UK;2. School of Management, Jinan University, 601 West Huangpu Avenue, Tianhe District, Guangzhou, Guangdong, China;1. Department of Information Systems and Business Analytics, Deakin University, Australia;2. College of Business Administration, Hunan University, China;3. School of Information Technology, Deakin University, VIC, 3125, Australia;4. Asia-Pacific Academy of Economics and Management, Department of Integrated Resort and Tourism Management, Faculty of Business Administration, University of Macau, China;1. School of Tourism Management, Sun Yat-Sen University, Tangzhou Rd. 1, Zhuhai, China;2. School of Business Administration, Southwestern University of Finance and Economics, Liutai Road, Wenjiang District, Chengdu, China;3. Faculty of International Tourism and Management, City University of Macau, Avenida Padre Tomás Pereira Taipa, Macau;1. Department of Tourism Management, School of Business Administration, Zhongnan University of Economics and Law, China;2. Department of Tourism and Hospitality Management, Temple University, Philadelphia, PA, USA |
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| Abstract: | Based on how tourists interpret the destination experience and on attachment theory, this study investigates the influencing mechanism of tourists' happiness on revisit intention for traditional Chinese medicine (TCM) cultural tourism destinations. Three tourist samples confirm the three dimensions of tourists' happiness: positive emotions, engagement, and meaning. Two surveys were conducted to test the direct and indirect influence of tourists' happiness on revisit intention and the moderating role of tourists' health consciousness. The results show that tourists' happiness promotes memorable tourism experience and place attachment, in turn stimulating revisit intention. The results also support health consciousness as a significant moderator between happiness, place attachment, and revisit intention. The findings enrich theoretical understanding of tourists’ happiness and provide marketing and management advice for TCM cultural tourism destinations. |
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| Keywords: | Traditional Chinese medicine cultural tourism Tourists' happiness Revisit intention Place attachment Memorable tourism experience Health consciousness |
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