| Summary |
Peng-Yao Wang,2007.06
Department of Transportation Technology and Management National Chiao Tung University
There has been increased attention given in the tourism study to the relationship between consumer behavioral intention and experiential marketing, consumption experience, and/or experiential value etc. Most of these empirical studies suggested finally that if the tourism industry could improve the lack or insufficiency of experiential factors which represented unsatisfactory, it should be able to enhance the tourist’s satisfaction, intention to return and willingness to recommend the destination. However, it’s indeed important to the tourism industry, but perhaps not necessarily to tourist.
According to the concept of “novelty seeking”, people may travel because they want to experience something new and different. Therefore, this study assumed further that another behavioral intention termed “exploratory intention” might exist, and compared with intention to return and willingness to recommend, exploratory intention perhaps can explain the destination decision even more.
From the point of view of tourist, this study focused on the relationship between the tourist experience, novelty seeking, satisfaction, willingness to recommend, intention to return and exploratory intention. 600 tourists at two popular amusement parks were investigated from February 2007 and a structural equation model (SEM) was used for theory testing and development.
The results show tourist actual owned the exploratory intention, not only derived from one’s level of novelty seeking, but gained from once wonderful travel experience. Despite a wonderful travel experience can increase one’s satisfaction and intention to return, it also stimulates people to visit another destination by the same way to fulfill the desire of next travel. At last, the study provides some theoretical and management suggestions for follow-up studies and tourism industries respectively. |
