KOREASCHOLAR

Scholars, policymakers, and cultural organizations have studied cultural tourism destinations (e.g., historical, artistic, or lifestyle/heritage offerings) from different perspectives since the late 1990s. However, the current tourism literature contains gaps can be further narrowed by studying cultural tourism destinations from tourists’ perspectives. To narrow the gaps in the literature, this study adapted the M-R model to examine the influence of experimental value variables (i.e., service staff excellence, aesthetic, playfulness, and consumer return on investment) on tourists’ satisfaction. Additionally, it investigates how on-site activity involvement moderates the relationship between tourists’ satisfaction and their sense of belonging. Drawing on a survey of over 500 Taiwanese tourists, our findings reveal that service staff excellence, aesthetics, and playfulness influence tourist’ satisfaction, which in turn, can affect their sense of belonging. Furthermore, sense of belong can positively affect tourists’ behavioral intentions, which is measured by their intentions to revisited and recommend. As for the moderating effect of on-site activity involvement, this research find it can positively moderate the relationship between satisfaction and sense of belonging. Several implications of the study are identified, and avenues for future research are suggested.

• Kuang-peng Hung(Ming Chuan University, Taiwan)
• Norman Peng(University of Westminster, UK)
• Annie Chen(University of Roehampton, UK)