Main Article Content
Abstract
Cultural tourism, as a niche market in the service-intensive tourism industry, has distinctive characteristics, experiences, and different individual consequences. The primary objective of this study is to explore the underlying substantial dimension of cultural tourism experiences in predicting tourists’ behaviors to stimulate electronic word-of-mouth (e-WoM) and shaping the cultural destination image. A quantitative approach was conducted with PLS-SEM to analyze data for tourists visiting the culture tourism village at Gorontalo, in Indonesia. The bootstrapping procedure is used to test the mediation effect, with direct and indirect effects analyzed. The results indicate that among the various components of the cultural tourism experience, relaxation and learning about the local culture are particularly significant in generating tourist e-wom behavior. The study also acknowledges the crucial role of e-WoM in cultural tourism as a mediator among relaxation, learn local culture, and destination image. Ultimately, these findings emphasize the importance of cultural tourism in showcasing experiences that provide relaxation and new knowledge originating from destinations. This research contributes to an enhanced understanding of the diverse impact of the cultural tourism experience dimension and its consequences for tourist behavior.
Keywords
Article Details
Copyright (c) 2023 Ardiwansyah Nanggong, Ali Mohammad
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References
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References
Antón, C., Camarero, C., & Garrido, M. J. (2018). Exploring the experience value of museum visitors as a co-creation process. Current Issues in Tourism, 21(12), 1406–1425. http://doi.org/10.1080/13683500.2017.1373753
Bu, Y., Parkinson, J., & Thaichon, P. (2020). Digital content marketing as a catalyst for e-WOM in food tourism. Australasian Marketing Journal. http://doi.org/10.1016/j.ausmj.2020.01.001
Bui, T. T. B. (2022). An evaluation of the new tourist behavior model based on the extended theory of planned behavior. Journal of Tourism, Heritage & Services Marketing, 8(2), 48–57. https://doi.org/10.5281/zenodo.7358733
Cham, T. H., Lim, Y. M., Sia, B. C., Cheah, J. H., & Ting, H. (2021). Medical tourism destination image and its relationship with the intention to revisit: A study of Chinese medical tourists in Malaysia. Journal of China Tourism Research, 17(2), 163–191. http://doi.org/10.1080/19388160.2020.1734514
Chang, S. (2018). Experience economy in the hospitality and tourism context. Tourism Management Perspectives, 27(May), 83–90. http://doi.org/10.1016/j.tmp.2018.05.001
Chen, C., Teng, Z., Lu, C., Hossain, M. A., & Fang, Y. (2021). Rethinking leisure tourism: From the perspective of tourist touch points and perceived well-being. SAGE Open, 11(4). http://doi.org/10.1177/21582440211059180
Chen, H., & Rahman, I. (2018). Cultural tourism : An analysis of engagement, cultural contact, memorable tourism experience and destination loyalty. Tourism Management Perspectives, 26(April), 153–163. http://doi.org/10.1016/j.tmp.2017.10.006
Chen, Z., Suntikul, W., & King, B. (2020). Research on tourism experiencescapes: The journey from art to science. Current Issues in Tourism, 23(11), 1407–1425. http://doi.org/10.1080/13683500.2019.1616679
Chu, Q., Bao, G., & Sun, J. (2022). Progress and prospects of destination image research in the last decade. Sustainability (Switzerland), 14(17), 1–21. http://doi.org/10.3390/su141710716
Chung, J. Y., Choi, Y., Yoo, B., Kim, S., & Chung, J. Y. (2020). Bleisure tourism experience chain: Implications for destination marketing. Asia Pacific Journal of Tourism Research, 25(3), 300–310. http://doi.org/10.1080/10941665.2019.1708760
Coudounaris, D. N., & Sthapit, E. (2017). Antecedents of memorable tourism experience related to behavioral intentions. Psychology & Marketing, 34(12), 1084–1093. http://doi.org/10.1002/mar.21048
Gholamhosseinzadeh, M. S., Chapuis, J. M., & Lehu, J. M. (2023). Tourism netnography: How travel bloggers influence destination image. Tourism Recreation Research, 48(2), 188–204. http://doi.org/10.1080/02508281.2021.1911274
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014a). Multivariate Data Analysis, Seventh Edition. London, UK: Pearson Education Limited.
Hair, J. F., Hult, G. T., Ringle, C. M., & Sarstedt, M. (2014b). A Primer Partial Least Squares Structural Equation Modeling (PLS-SEM). California, US: SAGE Publications.
Hair, J. F., Sarstedt, M., Ringle, C. M., & Mena, J. A. (2012). An assessment of the use of partial least squares structural equation modeling in marketing research. Journal of the Academy of Marketing Science, 40(3), 414–433. http://doi.org/10.1007/s11747-011-0261-6
Hapsari, R. (2018). Creating educational theme park visitor loyalty: The role of experience-based satisfaction, image and value. Tourism and Hospitality Management, 24(2), 359–374. http://doi.org/10.20867/thm.24.2.7
Hasan, M. K., & Neela, N. M. (2022). Adventure tourists’ electronic word-of-mouth (e-WOM) intention: The effect of water-based adventure experience, grandiose narcissism, and self-presentation. Tourism and Hospitality Research, 22(3), 284–298. http://doi.org/10.1177/14673584211026326
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Hosseini, S., Cortes Macias, R., & Almeida Garcia, F. (2023). Memorable tourism experience research: A systematic review of the literature. Tourism Recreation Research, 48(3), 465–479. http://doi.org/10.1080/02508281.2021.1922206
Hsu, F. C., & Scott, N. (2020). Food experience, place attachment, destination image and the role of food-related personality traits. Journal of Hospitality and Tourism Management, 44(December 2019), 79–87. http://doi.org/10.1016/j.jhtm.2020.05.010
Kastenholz, E., Carneiro, M. J., Marques, C. P., & Loureiro, S. M. C. (2018). The dimensions of rural tourism experience: Impacts on arousal, memory, and satisfaction. Journal of Travel and Tourism Marketing, 35(2). http://doi.org/10.1080/10548408.2017.1350617
Kay, P. L. (2009). Cultural experience tourist motives dimensionality : A Cross-cultural study. Journal of Hospitality Marketing & Management, 18(4), 329–371. http://doi.org/10.1080/19368620802590217
Kim, B., & Kim, S. (2019). The effect of religious tourism experiences on personal values. International Journal of Religious Tourism and Pilgrimage, 7(2), 85–93. http://doi.org/10.21427/5gvy-hh90
Kim, H., & So, K. K. F. (2022). Two decades of customer experience research in hospitality and tourism: A bibliometric analysis and thematic content analysis. International Journal of Hospitality Management, 100(July 2021), 103082. http://doi.org/10.1016/j.ijhm.2021.103082
Kim, J.-H. (2018). The impact of memorable tourism experiences on loyalty behaviors: The mediating effects of destination image and satisfaction. Journal of Travel Research, 57(7), 856–870. http://doi.org/10.1177/0047287517721369
Kodaş, D., & Özel, Ç. H. (2022). Antecedents of gastronomy destination brand equity: An examination of gastronomy experience, motivation, and destination satisfaction. Advances in Hospitality and Tourism Research (AHTR), 9100, 45–71. http://doi.org/10.30519/ahtr.1009968
Lin, Z., & Rasoolimanesh, S. M. (2022). Sharing tourism experiences in social media: A systematic review. Anatolia, 35(1), 67–81. http://doi.org/10.1080/13032917.2022.2120029
Litvin, S. W., Goldsmith, R. E., & Pan, B. (2018). A retrospective view of electronic word of mouth in hospitality and tourism management. International Journal of Contemporary Hospitality Management, 30(1), 313–325. https://doi.org/10.1108/IJCHM-08-2016-0461
Masiero, L., & Qiu, R. T. R. (2018). Modeling reference experience in destination choice. Annals of Tourism Research, 72(November 2017), 58–74. http://doi.org/10.1016/j.annals.2018.06.004
Mitas, O., & Bastiaansen, M. (2018). Novelty: A mechanism of tourists’ enjoyment. Annals of Tourism Research, 72(April), 98–108. http://doi.org/10.1016/j.annals.2018.07.002
Nechoud, L., Ghidouche, F., & Seraphin, H. (2021). The influence of eWOM credibility on visit intention: An integrative moderated mediation model. Journal of Tourism, Heritage and Services Marketing, 7(1), 54–63. http://doi.org/10.5281/zenodo.4521314
Pandey, A., & Sahu, R. (2020). Modeling the relationship between service quality, destination attachment and eWOM intention in heritage tourism. International Journal of Tourism Cities, 6(4), 769–784. http://doi.org/10.1108/IJTC-08-2019-0125
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Rasoolimanesh, S. M., Seyfi, S., Hall, C. M., & Hatamifar, P. (2021). Understanding memorable tourism experiences and behavioural intentions of heritage tourists. Journal of Destination Marketing and Management, 21(January), 100621. http://doi.org/10.1016/j.jdmm.2021.100621
Rasoolimanesh, S. M., Seyfi, S., Rather, R. A., & Hall, C. M. (2022). Investigating the mediating role of visitor satisfaction in the relationship between memorable tourism experiences and behavioral intentions in heritage tourism context. Tourism Review, 77(2), 687–709. http://doi.org/10.1108/TR-02-2021-0086
Saleem, S., & Umar, R. M. (2023). A netnography study on memorable cultural tourism experiences: Insights from Asian cultural heritage site tourists. Journal of Promotion Management, 29(2), 280–303. http://doi.org/10.1080/10496491.2022.2143990
Santana, L. D., & Gosling, M. D. S. (2018). Dimensions of image: A model of destination image formation. Tourism Analysis, 23(3), 303–322. http://doi.org/10.3727/108354218X15305418666940
Seyfi, S., Hall, C. M., & Rasoolimanesh, S. M. (2020). Exploring memorable cultural tourism experiences. Journal of Heritage Tourism, 15(3), 341–357. http://doi.org/10.1080/1743873X.2019.1639717
Sharma, P., & Nayak, J. K. (2018). Testing the role of tourists' emotional experiences in predicting destination image, satisfaction, and behavioral intentions: A case of wellness tourism. Tourism Management Perspectives, 28, 41–52. http://doi.org/10.1016/j.tmp.2018.07.004
Sharma, P., & Nayak, J. K. (2019). Understanding memorable tourism experiences as the determinants of tourists’ behaviour. International Journal of Tourism Research, 21(4), 504-518. http://doi.org/10.1002/jtr.2278
Shi, S., Gursoy, D., & Chen, L. (2019). Conceptualizing home-sharing lodging experience and its impact on destination image perception : A mixed method approach. Tourism Management, 75(May), 245–256. http://doi.org/10.1016/j.tourman.2019.05.012
Skavronskaya, L., Moyle, B., Scott, N., & Kralj, A. (2019). The psychology of novelty in memorable tourism experiences. Current Issues in Tourism, 22(0), 1–16. http://doi.org/10.1080/13683500.2019.1664422
Soliman, M. (2021). Extending the theory of planned behavior to predict tourism destination revisit intention. International Journal of Hospitality and Tourism Administration, 22(5), 524–549. http://doi.org/10.1080/15256480.2019.1692755
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