Document Type : Research Paper
Authors
1 PhD Student in Business Administration - Marketing Management, Islamic Azad University, North Tehran Branch, Tehran, Iran.
2 Assistant Professor, Faculty of Management and Social Sciences, Islamic Azad University, Tehran North Branch, Tehran, Iran
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, 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.
Keywords
داوری، علی و رضازاده، آرش. (1392). مدلسازی معادلات ساختاری با نرمافزار پی آل اس، سازمان انتشارات جهاد دانشگاهی، اول، تهران.
قربان زاده، داوود، سعیدنیا، حمید رضا.(۱۳۹۷). عوامل موثر بر مقاصد رفتاری گردشگران در بازدید از پارکهای آبی شهر مشهد. مطالعات مدیریت گردشگری، ۱۳(۴۴)، ۷۱-۱۰۸.
Agrawal, D., Natalia, N., Gopalakrishnan, G., Guzman, M. N., McDonald, M., & Kim, H. M. (2018). Loyalty points on the blockchain. Business and Management Studies, 4(3), 80-92.
Ahn, J., & Back, K.-J. (2019). Cruise brand experience: functional and wellness value creation in tourism business. International Journal of Contemporary Hospitality Management.
Ainsworth, M. S. (1989). Attachments beyond infancy. American psychologist, 44(4), 709.
Al Muala, A. (2017). The impact of destination image on tourist destination loyalty in Jordan tourism: The mediating effect of perceived trust. EPRA International Journal of Economic and Business Review, 5(2), 117-124.
Altman, I., & Low, S. M. (2012). Place attachment (Vol. 12): Springer Science & Business Media.
Awuor, F. O., Hayombe, P. O., & Ayieko, M. A. (2015). Experiential value co-creation: what’s the significance of the co-created value to providers?
Baumeister, T., & Dong, Y. (2016). Towards secure identity management for the smart grid. Security and Communication Networks, 9(9), 808-822.
Berman, W. H., & Sperling, M. B. (1994). Attachment in adults: clinical and developmental perspectives: Guilford Press.
Bowen, J. T., & Shoemaker, S. (2003). Loyalty: A strategic commitment. The Cornell Hotel and Restaurant Administration Quarterly, 44(5-6), 31-46.
Bowlby, J. (1982). Attachment and loss: retrospect and prospect. American journal of Orthopsychiatry, 52(4), 664.
Buonincontri, P., Morvillo, A., Okumus, F., & van Niekerk, M. (2017). Managing the experience co-creation process in tourism destinations: Empirical findings from Naples. Tourism Management, 62, 264-277.
Campos, A. C., Mendes, J., do Valle, P. O., & Scott, N. (2017). Co-creating animal-based tourist experiences: Attention, involvement and memorability. Tourism Management, 63, 100-114.
Chang, C.-L., McAleer, M., & Ramos, V. (2020). A charter for sustainable tourism after COVID-19: Multidisciplinary Digital Publishing Institute.
Colquitt, J. A., & Rodell, J. B. (2011). Justice, trust, and trustworthiness: A longitudinal analysis integrating three theoretical perspectives. Academy of Management Journal, 54(6), 1183-1206.
Craggs, B., & Rashid, A. (2018). Misplacing trust in bitcoin information sources. Paper presented at the 11th ACM International Conference on Web Search and Data Mining, Los Angeles, CA.
de Figueiredo Marcos, A. M. B., & de Matos Coelho, A. F. (2018). Communication relational outcomes in the insurance industry. Asia Pacific Journal of Marketing and Logistics.
Endah, P. E., Umar, N., Suharyono, S., & Andriani, K. (2017). Study on destination image, satisfaction, trust and behavioral intention. Russian Journal of Agricultural and Socio-Economic Sciences, 61(1).
Esbjørn, B. H., Breinholst, S., Kriss, A., Hald, H. H., & Steele, H. (2015). Can attachment and peer relation constructs predict anxiety in ethnic minority youths? A longitudinal exploratory study. Attachment & human development, 17(6), 599-614.
Gössling, S., Scott, D., & Hall, C. M. (2020). Pandemics, tourism and global change: a rapid assessment of COVID-19. Journal of Sustainable Tourism, 1-20.
Halpenny, E. A. (2010). Pro-environmental behaviours and park visitors: The effect of place attachment. Journal of environmental psychology, 30(4), 409-421.
Han, H., & Hyun, S. S. (2017). Key factors maximizing art museum visitors’ satisfaction, commitment, and post-purchase intentions. Asia Pacific Journal of Tourism Research, 22(8), 834-849.
Hess, J., & Story, J. (2005). Trust‐based commitment: multidimensional consumer‐brand relationships. Journal of Consumer Marketing.
Isa, S. M., Ariyanto, H. H., & Kiumarsi, S. (2019). The effect of place attachment on visitors’ revisit intentions: Evidence from Batam. Tourism Geographies.
Jaakkola, E., Helkkula, A., Aarikka-Stenroos, L., & Verleye, K. (2015). The co-creation experience from the customer perspective: its measurement and determinants. Journal of Service Management.
Jang, S., Bai, B., Hu, C., & Wu, C.-M. E. (2009). Affect, travel motivation, and travel intention: A senior market. Journal of Hospitality & Tourism Research, 33(1), 51-73.
Jin, N., Lee, S., & Lee, H. (2015). The effect of experience quality on perceived value, satisfaction, image and behavioral intention of water park patrons: New versus repeat visitors. International Journal of Tourism Research, 17(1), 82-95.
Julaimi, A. R., Abdul Talib, S., & Suhaimi, M. Z. (2016). International tourists revisit intention: A case of the United Arab emirates. Journal of Tourism, Hospitality & Culinary Arts (JTHCA), 8, 35-42.
Karsono, B., Indira, S. S., & Deni, D. (2015). The Significance of Uniqueness, Comfort, Security and Safety to Place Attachment. Jurnal Teknologi.
Kim, M., Choi, L., Borchgrevink, C. P., Knutson, B., & Cha, J. (2018). Effects of Gen Y hotel employee’s voice and team-member exchange on satisfaction and affective commitment between the US and China. International Journal of Contemporary Hospitality Management.
Knez, I. (2014). Place and the self: An autobiographical memory synthesis. Philosophical psychology, 27(2), 164-192.
Korstanje, M. E. (2011). The fear of traveling: a new perspective for tourism and hospitality. Anatolia, 22(2), 222-233.
Lariviere, B., Keiningham, T. L., Cooil, B., Aksoy, L., & Malthouse, E. C. (2014). A longitudinal examination of customer commitment and loyalty. Journal of Service Management.
Lee, J. S. (2015). Analysis of place attachment and trust in residential community-Developing strategies for the revitalization of intimacy zone. Journal of the Korean housing association, 26(1), 53-60.
Lin, Y.-H., Wu, C.-Y., & Chang, J. (2006). Destination image and visit intention among members of Yahoo!-Taiwan's travel communities: An online survey approach. Tourism Analysis, 11(1), 61-69.
Meng, B., & Cui, M. (2020). The role of co-creation experience in forming tourists' revisit intention to home-based accommodation: Extending the theory of planned behavior. Tourism Management Perspectives, 33, 100581.
Payton, M. A., Fulton, D. C., & Anderson, D. H. (2005). Influence of place attachment and trust on civic action: A study at Sherburne National Wildlife Refuge. Society and Natural Resources, 18(6), 511-528.
Ponizovsky, A. M., Vitenberg, E., Baumgarten‐Katz, I., & Grinshpoon, A. (2013). Attachment styles and affect regulation among outpatients with schizophrenia: relationships to symptomatology and emotional distress. Psychology and Psychotherapy: Theory, Research and Practice, 86(2), 164-182.
Prebensen, N. K., Kim, H., & Uysal, M. (2016). Cocreation as moderator between the experience value and satisfaction relationship. Journal of Travel Research, 55(7), 934-945.
Ramkissoon, H., Smith, L. D. G., & Weiler, B. (2013). Testing the dimensionality of place attachment and its relationships with place satisfaction and pro-environmental behaviours: A structural equation modelling approach. Tourism Management, 36, 552-566.
Randall, W. S., Gravier, M. J., & Prybutok, V. R. (2011). Connection, trust, and commitment: dimensions of co-creation? Journal of Strategic Marketing, 19(01), 3-24.
Rollero, C., & De Piccoli, N. (2010). Place attachment, identification and environment perception: An empirical study. Journal of environmental psychology, 30(2), 198-205.
Sankrusme, S. (2017). Tourism Management of Russian Behavioral Intention toward Thailand: diplom. de.
Scannell, L., & Gifford, R. (2010). Defining place attachment: A tripartite organizing framework. Journal of environmental psychology, 30(1), 1-10.
Schmitt, B., Brakus, J. J., & Zarantonello, L. (2015). From experiential psychology to consumer experience. Journal of Consumer Psychology, 25(1), 166-171.
Song, Z., & Soopramanien, D. (2019). Types of place attachment and pro-environmental behaviors of urban residents in Beijing. Cities, 84, 112-120.
Stefaniak, A., Bilewicz, M., & Lewicka, M. (2017). The merits of teaching local history: Increased place attachment enhances civic engagement and social trust. Journal of environmental psychology, 51, 217-225.
Steinhart, Y., & Jiang, Y. (2019). Securing the future: Threat to self-image spurs financial saving intentions. Journal of personality and social psychology, 117(4), 741.
van der Westhuizen, L.-M. (2018). Brand loyalty: exploring self-brand connection and brand experience. Journal of Product & Brand Management.
Wu, H.-C. (2017). What drives experiential loyalty? A case study of Starbucks coffee chain in Taiwan. British Food Journal.
Wu, H.-C., & Chang, Y.-Y. (2020). Relationships between secure attachment, experiential co-creation and future experiential intentions in the tourism industry: The case of COVID-19.
Wu, H.-C., Chang, Y.-Y., & Wu, T.-P. (2019). Pilgrimage: what drives pilgrim experiential supportive intentions? Journal of Hospitality and Tourism Management, 38, 66-81.
Wu, H.-C., Chen, X., & Cheng, C.-C. (2019). Relationships between experiential cultural distance, experiential relationship quality and experiential future intentions: the case of Mainland Chinese tourists. Journal of tourism and cultural change, 1-24.
Wu, H.-C., & Cheng, C.-C. (2018). Relationships between technology attachment, experiential relationship quality, experiential risk and experiential sharing intentions in a smart hotel. Journal of Hospitality and Tourism Management, 37, 42-58.
Wu, H.-C., & Cheng, C.-C. (2020). Relationships between experiential risk, experiential benefits, experiential evaluation, experiential co-creation, experiential relationship quality, and future experiential intentions to travel with pets. Journal of Vacation Marketing, 26(1), 108-129.
Wu, H.-C., Cheng, C.-C., Ai, C.-H., & Chen, G. (2019). Relationships between restaurant attachment, experiential relationship quality and experiential relationship intentions: The case of single friendly restaurants in Taiwan. Journal of Hospitality and Tourism Management, 40, 50-66.
Wu, H.-C., Cheng, C.-C., Ai, C.-H., & Wu, T.-P. (2020). Fast-disappearing destinations: the relationships among experiential authenticity, last-chance attachment and experiential relationship quality. Journal of Sustainable Tourism, 28(7), 956-977.
Wu, H.-C., & Li, T. (2017). A study of experiential quality, perceived value, heritage image, experiential satisfaction, and behavioral intentions for heritage tourists. Journal of Hospitality & Tourism Research, 41(8), 904-944.
Yazıcı, T., Kocak, S., & Altunsöz, I. H. (2017). Examining the effect of experiential marketing on behavioral intentions in a festival with a specific sport event. European Sport Management Quarterly, 17(2), 171-192.
Yu, M., Li, Z., Yu, Z., He, J., & Zhou, J. (2020). Communication related health crisis on social media: a case of COVID-19 outbreak. Current Issues in Tourism, 1-7.
)