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

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Date

2017-03-03

Authors

Zhang, Hejie

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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.

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Keywords

Tourist experience, Film tourism, Hallyu, K-dramas

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