Since tourism services cannot be evaluated before the visit, it is essential to note the word-of-mouth communication in attracting tourists. The sensitivity of the tourism industry and the significance of tourists’ behaviors urge decision-makers to pay more attention to More
Since tourism services cannot be evaluated before the visit, it is essential to note the word-of-mouth communication in attracting tourists. The sensitivity of the tourism industry and the significance of tourists’ behaviors urge decision-makers to pay more attention to how social congruity with the brand image can create a positive image of a region. This paper studied the effect of self and ideal self-congruence on the experience and satisfaction of tourists in Kish. It also investigated the impact of tourists’ experience and satisfaction on their word-of-mouth communications. As a descriptive survey, the statistical population was the tourists in Kish, who visited the place during the summer and fall of 1397. With a sample size of 388 tourists, a questionnaire was used to collect the data. Both validity and reliability were confirmed. Structural equation modeling and partial least squares technique (Smart-PLS 2) were used to analyze the data. Findings showed that when the real and ideal self of tourists were congruent with the real and ideal image of the destination, it led to their satisfaction. Also, the experience and satisfaction of tourists would lead to word-of-mouth communications among tourists.
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This study sought to investigate how by-standing tourists evaluate other tourists' misbehavior in a shared service environment and how this evaluation may influence a tourist's overall experience. The required data were obtained through conducting interviews and adminis More
This study sought to investigate how by-standing tourists evaluate other tourists' misbehavior in a shared service environment and how this evaluation may influence a tourist's overall experience. The required data were obtained through conducting interviews and administering a questionnaire on 411 tourists who visited Mashhad in 2019. Hypothesis testing was performed by structural equation modeling. This study revealed that tourists went through an evaluative process of primary and secondary appraisals that ended in active or passive coping behaviors. It was also found that perceived powerlessness, perceived betrayal, and perceived identity threat were the main cognitive factors in this process. Perceived betrayal exerted a significant effect on passive coping strategies, making the tourists unwilling to solve the problem with the service provider, and thus the customer-to-business relationship was terminated silently. Perceived identity threat positively affected switching intentions. On the other hand, perceived powerlessness discouraged tourists from seeking an immediate solution, while negative emotions led to immediate coping. Tourists' negative emotions were also found to have negatively influenced their evaluation of the overall experience. Therefore, it could be argued that service providers should pay attention to the importance of tourist-to-tourist interaction (TTI) management and take its impact on the overall tourist experience seriously.
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