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http://dx.doi.org/10.5859/KAIS.2022.31.2.263

The Effect of the Characteristics of Tours and Activities in Online Travel Agencies on Memorable Tourism Experiences, Satisfaction, and Loyalty: Based on the S-O-R Framework  

Jin, Chengjun (경희대학교 일반대학원 경영학과)
Yang, Sung Byung (경희대학교 경영학과)
Publication Information
The Journal of Information Systems / v.31, no.2, 2022 , pp. 263-288 More about this Journal
Abstract
Purpose Recently, the tours and activities (TAA) market provided by online travel agencies (OTA) has grown rapidly and has become the third-largest in the travel industry. However, compared to its practical proliferation, TAA has not yet received much academic attention. This study aims to discuss the effect of the four domains (e.g., educational, entertainment, escapist, and esthetic experiences) of the experience economy on users' memorable tourism experiences (MTE), satisfaction, and loyalty in the context of TAA. Moreover, the study investigates how this mechanism varies depending on the tour guides' professional competency. Design/methodology/approach This study developed a research model based on the S-O-R framework. Using the survey method, data were collected from consumers who had experienced TAA offered by OTA more than once within one year. A total of 307 respondents (consumers) were used for the final analysis, and developed hypotheses were tested using a structural equation model technique. Findings The results of this study are as follows. First, educational, entertainment, and escapism experiences in the experience economy positively affect MTE. Second, within the experience economy, entertainment and esthetic experiences have a positive effect on satisfaction. Third, MTE positively influences satisfaction, repurchase intention, and recommendation intention. Fourth, satisfaction has a positive impact on repurchase and recommendation intentions. Finally, according to the level of tour guides' professional competency, there is a significant difference in the effect of escapism experience on MTE/satisfaction.
Keywords
S-O-R Framework; Online Travel Agency; Tours and Activities; Experience Economy; Memorable Tourism Experience;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
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