Creating Memorable Experience in Rural Tourism: A Comparison between Domestic and Outbound Tourists
Creating Memorable Experience in Rural Tourism: A Comparison between Domestic and Outbound Tourists
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打造乡村旅游难忘体验：国内游客与出境游客的比较
DOI：
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发表时间：
2020
期刊：
影响因子：
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通讯作者：
Xiaoyuan Tan
中科院分区：
文献类型：
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作者：
Shun Ye;Wei Wei;Jun Wen;Tianyu Ying;Xiaoyuan Tan
提供难忘的体验是旅游业的本质，并已被视为体验营销范式下的目的地竞争力的核心方面。然而，知识仍然稀缺，关于如何记忆可以产生和它如何塑造旅游行为。本研究以乡村旅游为研究背景，提出了一个理论模型，即记忆性是通过普通体验（感知质量和满意度）和非凡体验（感知新奇和愉悦）产生的，并进而影响口碑。该模型使用两个数据集进行了测试，分别来自中国（n = 873）和新西兰（n = 500）的乡村旅游目的地的中国游客。对两组的调查结果进行了比较和讨论。
Delivering memorable experiences is the essence of the tourism industry and has been regarded as a core aspect of competitiveness for destinations under the experiential marketing paradigm. However, knowledge remains scarce regarding how memorability can be generated and how it shapes tourist behavior. Taking rural tourism as the research context, this study proposes a theoretical model in which memorability is generated through ordinary experiences (perceived quality and satisfaction) and extraordinary experiences (perceived novelty and delight), which go on to influence word of mouth. This model was tested using two data sets gathered from Chinese tourists visiting rural destinations in China (n = 873) and in New Zealand (n = 500), respectively. Findings from the two groups are compared and discussed.