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Make It Memorable: Tourism Experience, Fun, Recommendation and Revisit Intentions of Chinese Outbound Tourists

Author

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  • Xin Chen

    (College of Landscape Architecture and Tourism, Hebei Agricultural University, Baoding 071000, China)

  • Zhen-feng Cheng

    (Department of Economics and Trade, Guangzhou College of Technology and Business, Guangzhou 510850, China)

  • Gyu-Bae Kim

    (Department of Business Administration, Daejeon University, Daejeon 34520, Korea)

Abstract

Due to the fact that Chinese tourists are becoming the main players in the international tourism market, with large growth potential, this research empirically identifies the psychological factors that affect Chinese outbound tourists’ memorable tourism experiences (MTEs), and investigates the relationships among MTEs, the “fun” emotion, and their recommendation and revisit intentions based on the stimulus–organism–response (S-O-R) model. In addition, the moderating role of perceived risk between the causal relationships among the “fun” emotion and recommendation and revisit intentions is identified. A total of 560 survey participants who had experienced overseas tourism in the last two years were selected as the target population, and the data from 413 valid surveys were empirically analyzed via structural equation modeling (SEM). Chinese outbound tourists’ MTEs, such as hedonism, novelty, meaningfulness, and social interaction, are found to positively influence their experience of the “fun” emotion, such as emotional spark and flow. Additionally, it is found that when Chinese outbound tourists have achieved a high level of the “fun” emotion, their intentions to recommend and revisit their destination will be stronger. In addition, perceived risk is found to have a negative moderating role in the causal relationships among emotional spark and recommendation and revisit intentions, and also has negative moderating effects on the causal relationship between flow and recommendation intentions. This study provides important practical insights for how international tourist destination marketers and managers provide Chinese tourists with MTEs, and how to elicit the “fun” emotion and loyalty behaviors from Chinese tourists via the investigation of the mechanism of MTEs, fun, and recommendation and revisit intentions. It is also found that it is beneficial for international tourist destination managers to lower the level of tourists’ perceived risk to improve tourists’ recommendation and revisit intentions. These findings can aid in the development of more effective strategies to increase the market share and the international competitiveness of destinations.

Suggested Citation

  • Xin Chen & Zhen-feng Cheng & Gyu-Bae Kim, 2020. "Make It Memorable: Tourism Experience, Fun, Recommendation and Revisit Intentions of Chinese Outbound Tourists," Sustainability, MDPI, vol. 12(5), pages 1-24, March.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:5:p:1904-:d:327700
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    5. Adis Puška & Dragan Pamucar & Ilija Stojanović & Fausto Cavallaro & Arturas Kaklauskas & Abbas Mardani, 2021. "Examination of the Sustainable Rural Tourism Potential of the Brčko District of Bosnia and Herzegovina Using a Fuzzy Approach Based on Group Decision Making," Sustainability, MDPI, vol. 13(2), pages 1-23, January.
    6. Elide Di-Clemente & Ana Moreno-Lobato & Elena Sánchez-Vargas & Bárbara-Sofía Pasaco-González, 2022. "Destination Promotion through Images: Exploring Tourists′ Emotions and Their Impact on Behavioral Intentions," Sustainability, MDPI, vol. 14(15), pages 1-15, August.
    7. Paula Remoaldo & Mansour Ghanian & Juliana Alves, 2020. "Exploring the Experience of Creative Tourism in the Northern Region of Portugal—A Gender Perspective," Sustainability, MDPI, vol. 12(24), pages 1-17, December.
    8. Noveri Maulana & Rifelly Dewi Astuti & Hariyadi B. Sukamdani & Prijono Tjiptoherijanto, 2022. "Risk Perception in the Post COVID-19 Pandemic Era: An Analysis of Tourist Accommodation and Travel Behavior in the New Normal Era," Sustainability, MDPI, vol. 14(22), pages 1-16, November.
    9. Yunfan Wu & Keita Kinoshita & Yi Zhang & Rena Kagami & Shintaro Sato, 2022. "Influence of COVID-19 Crisis on Motivation and Hiking Intention of Gen Z in China: Perceived Risk and Coping Appraisal as Moderators," IJERPH, MDPI, vol. 19(8), pages 1-21, April.
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