Study on the effect of affective factors on tourist experience and satisfaction — Taking the performance “Impression of Liusanjie” in Guilin as An Example
Luo, Sheng-feng, Huang, Yan-ling, Chen, Dao-ping and Ding, Pei-yi (2011) Study on the effect of affective factors on tourist experience and satisfaction — Taking the performance “Impression of Liusanjie” in Guilin as An Example. Tourism Tribune, 261: 51-58.
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Based on the structural equation model, the paper consructs the evaluation model of tourist satisfaction from the perspective of affection and cognition and makes an empirical study. By means of the statistical software of LISREL and SPSS for testing, the study indicates that tourist "satisfaction" is the outcome of the comprehensive effect of both cognition and affection. The affective factor before consumption significantly affects tourist exprience evaluation of tourist products and attribute evaluation (γn= 0.23**, γ21= 0.24**) while affective factor after consumption significantly affects tourist evaluation of percpetional value of tourist products. (β43= 0.41***). Perceptional value furthermore significantly affects their affection after consumption, their perceptional value and satisfaction more than the attributte evaluation they make. (β31=0.54***>β32= 0.22**, β41= 0.46***> β42 = 0.22, β55 =0.18>β52 =0.17*).There is no evident relationship between pre-consumptive expectation and post-consumptive affective and perceptional value. Besides, tourist esthetic and educational experiences affect their experience evaluation more strongly. The study will be conducive to understanding more fully tourist satisfaction and their post-purchasing behavior.