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

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.