Understanding the Consumption Experience of Chinese Tourists: Assessing the Effect of Audience Involvement, Flow and Delight on Electronic Word-of-mouth (eWOM)

Date

2017-03-03

Authors

Zhang, Hejie

Journal Title

Journal ISSN

Volume Title

Publisher

University of Guelph

Abstract

This study develops and tests an integrated model to examine the relationships among audience involvement, flow experience, customer delight and electronic word-of-mouth (eWOM) behaviors on social network sites (SNSs), for Chinese tourists visiting filming location in Korea after watching K-dramas. This study uses a quantitative research approach and collects data using a survey research method. The results show that, first, audience involvement positively and significantly influences tourist flow experiences. Second, audience involvement has a positive impact on eWOM behaviors. Third, flow experiences stimulate tourists to positive eWOM behaviors on SNSs. Theoretical and practical implications are interpreted and limitations and future research directions are discussed.

Description

Keywords

Tourist experience, Film tourism, Hallyu, K-dramas

Citation