The evaluation of visitor experiences using the peak-end rule

ABSTRACT

As the peak-end rule suggests that the peak and the end moments are a better predictor of the overall evaluations of experiences than an average of the total experiences, the purpose of this study was to examine the role of the peak-end rule in predicting overall satisfaction with the visitors’ experiences. The data was collected from 187 visitors who participated in alleyway historical tour areas. The results of this study support for the peak-end rule of visitor experiences associated with travel and tourism behavior. The study also suggests distinct roles for the visitors’ positive experiences of enjoyment, happiness, and pleasure with the demographic variables to explain the visitor satisfaction. Additionally, the research finding implies that the visitor experiences were enhanced at the peak and end moments rather than at the most memorable episodes during the historical tour activities. Tourism practitioners may provide a range of meaningful opportunities and differentiated programs with the participants by identifying the relationships between the peak-end experience and visitor satisfaction. Future research can focus on investigating other important antecedents of individuals’ experiences, and identifying the complex nature of visitors’ perceptions and their relationships with their experiences.     

Impact of the COVID-19 pandemic on tourist public transportation use and on its determinants: Evidence from a Catalan coastal destination

Despite the key importance of public transportation for the accessibility, attractiveness, and sustainability of tourist areas, little is known about how the COVID-19 pandemic may have impacted its use among tourists. In response, we compared the likelihood of using transit among visitors in a Catalan coastal area based on surveys conducted in 2019 (n = 1493) and 2020 (n = 1465). The pandemic caused a significant decline in tourists' use of public transportation, from 54.5% in 2019 to 34.6% in 2020, and in mobility at the destination. Results from a set of bivariate probabilistic models revealed that though most of the traditional determinants of visitors' use of transit remained unaltered, pandemic-related factors were associated with its decline. For the tourism sector and for local authorities and transit agencies, those results characterize the crucial challenge of ensuring the use of public transit among visitors in consideration of its many environmental and social benefits.     

Spending Behaviors of Event Tourists

Abstract

Assessing the economic impact of a tourism event on a host economy often involves the estimation of average event tourist spending per trip/night. As event and destination marketers become more selective with their promotions, targeting prospective high-value tourists, it is important for them to know the spending characteristics of different types of visitors so that resources can be allocated to reach and influence event tourists who will most benefit the host economy. This study's findings of visitors to the 1999 Albuquerque International Balloon Fiesta reveal that tourists from communities nearer the host economy typically spend fewer net dollars than those from greater distances. First time event visitors spend considerably more than repeat visitors who have “been there, done that” and may not feel the need to do “that” again.     

Social contact theory and attitude change through tourism: Researching Chinese visitors to North Korea

Drawing on 34 interviews with Chinese visitors to North Korea, this paper adopts the social contact theory to examine their attitude change through tourism. The paper first examines how Chinese tourists imagine North Korea as a tourism destination prior to their visits. Then the paper focuses on both the regulated and agentive dimensions involved in their travel, asking how individual Chinese tourist negotiates with the externally imposed restrictions to obtain more tourist-host contact. Third, it identifies both positive and negative post-trip attitude changes. In doing so, the paper creates a deeper and more comprehensive understanding of tourism conducted between China and North Korea which are perceived as “friendly” neighbors with conflicts. Apart from offering empirical and policy implications, this paper extends the use of intergroup social contact theory by focusing on a destination with restrictions on tourist-host contact.     

Tour guide performance and sustainable visitor behavior at cultural heritage sites

Abstract

Using structural equation modeling, this study investigates how tour guide performance influences visitors’ sustainable behavior at cultural heritage sites by examining the mediating effects of visitor experience and satisfaction. The structural model was tested on a sample of 390 visitors at Petra Archaeological Park in Jordan. Tour guide performance was found to have a significant direct and indirect effects in enhancing visitor sustainable behavior. Moreover, the findings showed that visitor experience and satisfaction significantly mediates the relationship between tour guide performance and visitor sustainable behavior. This research contributes to our understanding of the tour guide role in maximizing visitors’ appreciation and enjoyment, and minimizing their negative impacts on heritage sites. Managerial implications are discussed in light of the empirical findings.     

A typology of memorable experience at Nelson Mandela heritage sites

This study examines cultural heritage tourism by identifying and segmenting heritage site visitors according to the aspects they define as necessary for a memorable heritage site experience. The research focusses on visitors to Nelson Mandela Heritage Sites and emphasises that the links between the attributes of a site and the visitors themselves are essential to understanding tourists’ willingness to pay to visit the mentioned sites. A typology of visitors that the authors labelled ‘auxiliary experience seekers, convenience experience seekers and comprehensive experience seekers’ (ACC) was used. The results revealed comprehensive experience seekers as the most critical market segment regarding the much significantly higher amount they are willing to pay when visiting Nelson Mandela Heritage Sites. This leads to a better understanding of aspects contributing towards a memorable heritage site experience as well as to visitors’ willingness to pay for such experiences. This study also provides further insight into cultural heritage tourism in general. Moreover, such segmentation was found as a useful research tool for producing a distinct visitor profile as well as how a memorable experiencing can be generated by suggesting diversified pricing at such sites.     

The missing link of the Sustainable Development Goals (SDGs) in tourism: A qualitative research on Amsterdam Pride

This research aims at exploring and interpreting critically the impacts of tourism on Amsterdam Pride festival in the context of gender equality (SDG 5) and responsible consumption (SDG 12) based on the perceptions and meaning-makings of tourists/visitors attending the Amsterdam Pride. Drawing on 40 in-depth interviews with LGBTQ+ participants supported by participant observation during the event to ensure data triangulation for reflexive inquiry, an inductive thematic content analysis was conducted. The findings highlight that Pride from past to present has been undergoing a major transformation from political and grassroots movements towards a more commercial and an entertainment activity as a new field of agency whose ‘fun’ is also political. This research also contributes to the understanding of gender equality (SDG 5) through considering sexual and gender identity minorities that are not highlighted in SDGs.     

Effects of personality traits on visitors attending an exposition: the moderating role of anxiety attachment

Expositions or “expos” are large consumer trade shows representing a catalyst for on-site direct spending by visitors attracted to these events that are promoted by destination marketing organizations, governments, communities, and businesses. The purpose of this study was to develop and test a new research model involving the analysis of five specific personality traits representing pleasure visitors attending an annual expo to provide more meaningful information for destination marketing professionals. This study then examined the effects of how visitor personality traits play upon expo attachment, satisfaction, and revisit intention using anxiety attachment as a moderator. Results revealed the relationships between expo attachment and satisfaction, attachment and revisit intention, and satisfaction and revisit intention were significant. Also, anxiety attachment was shown to moderate the relationships between all visitor personality traits and expo attachment. Accordingly, this study provides theoretical insights for future tourism research and offers new promotional implications for expo practitioners.     

Place attachment,recreational activities,and travel intent under changing climate conditions

Globally, climate is changing and will likely alter where and when visitors decide to travel. This study looks at how visitors’ attachment to Mount Desert Island (MDI), Maine, affects their intended future visitation under changing climate conditions. Additionally, this research explores the relationship between recreational activities visitors participate in and their attachment to the destination. Visitors were identified on-site and asked to complete an online survey (n = 416). Segmentation analysis was used to group visitors by their level of attachment to the destination: high (27%), medium (49%), and low (24%). Results indicated that those with a high level of place attachment participated in more recreational activities during their trip, although only some activities elicited significant differences. Additionally, those with high attachment said they were less likely to be deterred from visiting MDI in the future under potentially negative changing environmental conditions. Results indicate that under changing conditions, visitors’ place attachment influences future visitation intent. It is easier to retain visitors than attract new ones, so destinations (including gateway communities) would benefit from developing strategies that enhances visitor place attachment to capitalize on repeat visitation and increase long-term economic sustainability.     

Understanding why: Push-factors that drive rural tourism amongst senior travellers

This research examined the push-motives driving domestic rural tourism amongst senior travellers. An understanding of this is essential to stimulate rural tourism and to redistribute visitors from high volume destinations to other locations. Applying the push-pull framework, an online survey of Australians aged over 50 was conducted. Participants were asked where they went and what motivated their trip. Based on the trip pattern followed, two rural trip segments were identified - those who preferred the east-coast (Eastern Staters), and those who did not have a geographic preference but travelled to remote destinations (Aussie Roundabouts). Rural travel was found to be driven by three motives, however, their influence differed based on the trip pattern. Eastern Staters were pushed to relax and escape, and experience novelty and adventure. Aussie Roundabouts travelled for a romantic getaway.     

Segmenting tourists using sustainable values: a cluster analysis of Tanzanian inbound tourism

ABSTRACT

This study aimed at examining different segments of visitors to Tanzania with respect to their values around sustainability. Using a self-administered questionnaire, 286 cases were analyzed through a combination of non-hierarchical and hierarchical cluster analyses. The results indicated three clusters of visitors, each with different sustainable values. A follow-up analysis using ANOVA and Chi-square indicates the three clusters are significantly different in their sustainable values, their travel motives, and their demographics. These results provide insights for both public and private organizations on how to market and manage different destination elements to visitors in a sustainable manner.     

Brand personality of Airbnb: application of user involvement and gender differences

ABSTRACT

In this study we utilized the concept of brand personality to determine how travelers perceived Airbnb as a lodging brand and investigated the effect of involvement level (low versus high) on view of brand personality. As a viable segmentation variable, this study also utilized the interaction effect to examine how gender affects consumers’ involvement level. Significant differences were observed between travelers with high and low involvement in terms of the dimensions of sincerity, excitement, competence, and ruggedness. In addition, we found the interaction effect to be significant, indicating that level of involvement is higher in female travelers than in male travelers. This research will provide meaningful marketing insights for target marketing and positioning based on consumer involvement and gender within the context of Airbnb.     

On the political utterances of plantation tourists: vocalizing the memory of slavery on River Road

ABSTRACT

Within the study of southern plantation house museums, the cultural power that tourists exercise in interpreting, reacting to, and even shaping historical narratives has received limited attention. The purpose of this paper is to advance our understanding of the agency of visitors at plantation museums, paying particular attention to their verbal expressions as they respond to the depiction of slavery on guided tours. Spoken words, questions, and conversations of plantation tourists are not unproblematic transmissions of information but represent “political utterances” that play a crucial role in the constitution and mediation of the process of remembering (or forgetting) the enslaved. We consider the importance of tourist voice and outline two analytical settings for studying the political utterances of plantation visitors – the vocalizing of interpretative communities in post-tour or exit interviews and docent reaction to on-tour comments and questions posed by visitors. Drawing evidence from interviews with visitors and docents at four tourist plantation along the River Road District, we demonstrate the diversity and impact of the political utterances of tourists, and how these vocalizations of memory can possibly lead to greater changes in the way in which slavery is dealt with and remembered at southern plantation museums.     

Brand personality of tourist destinations: An application of self-congruity theory

The purpose of this research was to investigate the perceived destination personality of Las Vegas and to examine the relationships among destination personality, self-congruity, and tourist’s behavioral intentions. A convenience sample of 382 visitors to Las Vegas was surveyed, and 368 usable questionnaires were analyzed. The findings of the study indicate that tourists ascribe personality characteristics to destinations and that the perceived destination personality of Las Vegas is five dimensional: vibrancy, sophistication, competence, contemporary, and sincerity. These dimensions have a positive influence on tourists’ intention to return and intention to recommend. The study also supports the self-congruity theory within the context of tourism destinations, indicating that both actual congruity and ideal congruity have a positive impact on behavioral intentions. The study concludes that self-congruity is a partial mediator on the relationship between destination personality and tourist’s behavioral intentions. The practical and theoretical implications are discussed within the contexts of destination branding and the self-congruity theory.     

Virtual pets want to travel: Engaging visitors,creating excitement

This paper proposes a gamified approach to promote tourism attractions based on users' interaction with a virtual pet in the context of an AR mobile application. Technology Acceptance Model, 6–11 Framework and Persuasive Systems Design are combined, to extract factors influencing the intention to travel with the virtual pet. A survey questionnaire was developed and administered online to 539 participants. Outcomes of this study highlight the significant role of emotional attachment and rewarding experience towards intention to travel with a virtual pet. The outcomes also helped us to develop a new ‘Intention to Travel’ (I2T) model. To interest and excite prospective visitors, a design of a mobile game with Augmented Reality (AR) features is proposed which will involve engaging interactions with virtual pets to attract visitors to desired location(s). Practitioners such as game developers and tourism policy makers may consider the virtual pets as a vehicle to impact tourists' behavior.     

Designing interpretive audio tours to enhance meaningful learning transfer at a historic site

The purpose of this research was to examine transfer of meaningful learning in a free-choice learning setting. Specifically, this research looked at the effect of interpretive message design on visitors' ability to transfer leaning from a heritage tourism site. This was an important perspective to gain, since learning transfer has not been explored in a free-choice learning environment but is an important learning outcome for heritage site visitors. Interpretive messages are common tools used to enhance learning at heritage sites and can be manipulated to enhance learning transfer. This Canadian case study offers preliminary insight into interpretive techniques useful for enhancing transfer and provides insight into future research that could improve our understanding of meaningful learning at tourism destinations. The theoretical and practical implications of this research will be examined and an overview of future research stemming from this study will be provided.     

A model of community-based festival image

This study initiates an original inquiry into the image of community-based festivals (CBFs). A CBF image model was proposed and empirically tested based on existing destination image models. Four image constructs were identified as Attributes, Family and Friendliness, Affective Association, and Overall Evaluation. The interrelationships among these constructs were tested by structural equation modeling. The findings revealed that Attributes affects Family and Friendliness and Affective Association, which in turn, affects Overall Evaluation. This study also included visitor loyalty in the understanding of CBF image. It was found that repeat visitors had more favorable perceptions of the CBF than did first-time visitors. Significant perceptual differences were found in Family and Friendliness, Affective Association, and Overall Evaluation between the two groups of festival goers. In addition, it was revealed that loyalty exerted significantly negative interaction effects on the relationship between Attributes and Family and Friendliness, as well as the linkage between Family and Friendliness and Overall Evaluation. In addition, this study illustrated the importance of the support of local residents for CBFs. CBF planners and local tourism organizations would benefit from this study in terms of cultivating visitor loyalty to these festivals and building the destination's brand.     

Escaping the Jungle

ABSTRACT

One of the most challenging, but also most interesting, features of tourism and hospitality as an area of study is that there is considerable variability in the backgrounds and training of those who are involved in its management. In some commercial sectors there is a lengthy tradition of the use of marketing as an integral component of management practice, while in public management organisations, marketing concepts are either unknown or mistrusted. This lack of application of marketing is particularly apparent in the management of tourism to protected areas such as National and State Parks and forests. An ongoing challenge in this sector is to conduct research into visitors and how they choose and enjoy their nature based leisure experiences. This article will report on a project to improve the study and management of visitors to the Wet Tropics World Heritage Area in the North Eastern part of Australia. The study involved a travel lifestyle market segmentation of over 1200 visitors to the area based on travel interests, activities and desired rainforest based tourism experiences. The analysis identified four core types of rainforest visitor and these groups were compared and contrasted in terms of their service quality ratings and overall satisfaction. The article concludes with links to the management frameworks for this tourism destination and the value of different segmentation techniques     

A latent growth model of destination image's halo effect

By disentangling the static and dynamic components of a latent growth model, this study demonstrates how tourists' mere presence may influence the evaluation of the destination's products because of the halo effect of their perceived destination image. The results show that destination image positively influenced product evaluations. However, while visitors had more favourable initial product evaluations and purchase intentions, these enhanced evaluations decayed over time once the visitors returned home. Further, the effects were less pronounced for high-involvement visitors, who were more knowledgeable about the product. These findings imply that cross-sectional studies may yield an incomplete picture regarding the effects of destination image. This study also demonstrated how to apply latent growth modelling to longitudinal tourism research.     

Where are the enslaved?: TripAdvisor and the narrative landscapes of southern plantation museums

ABSTRACT

This study examines two southern Louisiana plantation museums: Laura and Oak Alley, using a framework that stresses the narrative power and politics of these heritage sites. Located a mile from each other along the Mississippi River, they present two similar yet different narratives of the antebellum American South. Laura places more emphasis on the enslaved who inhabited the plantation than does Oak Alley, whose narrative centers upon the opulence of the plantation home – that is, ‘the big house'. This study explores what visitors take away from their plantation tours. Specifically, it examines their thoughts about how the enslaved are represented at these two museums. The study's data come from visitors’ comments posted on the travel website TripAdvisor. The object of the study is to gain a greater understanding of what visitors learn about the history of the enslaved on these tours and how they participate, along with site managers, in the narrative construction of the plantation and negotiating the divide between tourism as amusement and tourism as memorial.