Davood Ghorbanzadeh; Ehsan Abedi
Abstract
Tourism industry has long been recognized as one of the most vulnerable industries in crises. Health-related crises such as epidemics can have directly significantly negative impact on tourism. Therefore, the aim of this study was to investigate the relationship between secure attachment dimensions, ...
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Tourism industry has long been recognized as one of the most vulnerable industries in crises. Health-related crises such as epidemics can have directly significantly negative impact on tourism. Therefore, the aim of this study was to investigate the relationship between secure attachment dimensions, experiential co-creation dimensions and future experiential intentions among tourists who have traveled to tourist destinations during the outbreak of Covid-19 virus. In order to achieve the goal of the research, a sample of 248 tourists who traveled to tourist destinations during the outbreak of the Covid-19 virus was selected in the convenience method and using an online questionnaire distributed on social networks related to tourism. The present research, in terms of practical purpose, and the method of collecting data is survey data and is considering the relationship between variables, correlation with emphasis on structural equation modeling. The results of testing hypotheses, using SPSS and Smart PLS 3.0 software, indicate that secure attachment has a positive effect on the experiential trust of tourists. At the same time, experiential trust affects the tourist's experiential commitment and experiential connection with the destination. Finally, the results showed that experiential commitment is the most important antecedent for tourists' experiential intentions in the future. The results will assist tourism operators in developing and implementing market-orientated service strategies to increase secure secure attachment and experiential co-creation in order to enable tourists to have future intentions to experience the destination during the COVID-19 outbreak.
