Do tourists’ emotional experiences influence images and intentions in yoga tourism?

Emerald - Tập 74 Số 3 - Trang 646-665 - 2019
Pramod Sharma1, Jogendra Kumar Nayak1
1Department of Management Studies, Indian Institute of Technology Roorkee, Roorkee, India

Tóm tắt

PurposeThe purpose of this study is to investigate the influence of tourists’ emotional experiences on predicting behavioral intentions via cognitive, affective and overall image in yoga tourism.Design/methodology/approachThis study was conducted using data collected from 398 tourists visiting a yoga tourism destination in India. Confirmatory factor analysis and structural equation modeling were used in analyzing the collected data.FindingsThe study confirmed that specific tourists’ emotions act as a predictor of cognitive, affective and overall image. This in turn influenced the behavioral intentions of tourists. The effect of specific emotions on affective image was stronger than on cognitive image in yoga tourism.Practical implicationsThe marketing campaign of yoga tourism should highlight the special benefits of yoga to activate, stimulate and influence tourists toward yoga tourism, thereby improving the flow of future tourists. It would also help in better positioning and promoting yoga tourism as a unique and distinct niche tourism market.Originality/valueThis study contributed to the literature by understanding the predictive power of specific emotions on behavioral intentions via, cognitive, affective and overall image in yoga tourism. As far as the authors’ knowledge is concerned, this study is first known attempt to investigate such relationships in tourism literature.

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Emerald

Tập 74 Số 3

646-665

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