Hande Akyurt Kurnaz, Onur Cüneyt Kahraman, Alper Kurnaz and Ozan Atsız
This study aims to examine how travellers’ non-immersive virtual heritage authenticity, sense of presence and virtual tour satisfaction stimulate their behavioural intentions…
Abstract
Purpose
This study aims to examine how travellers’ non-immersive virtual heritage authenticity, sense of presence and virtual tour satisfaction stimulate their behavioural intentions (continuance and travel intention) within the stimulus–organism–response model.
Design/methodology/approach
A questionnaire was designed to survey Turkish travellers (n = 275) participating in a virtual tour. A structural equation modelling method was used to estimate the model and test the research hypotheses.
Findings
Research findings revealed that four out of six hypotheses were supported. Based on the study outputs, authenticity and sense of presence impact overall travellers’ satisfaction. Furthermore, satisfaction influences continuance intention and travel intention.
Originality/value
The study presents a pioneering effort to investigate tourists’ non-immersive virtual heritage tour experiences in a developing destination context through a theoretical framework.
Details
Keywords
Onur Cuneyt Kahraman and Ibrahim Cifci
Although many studies addressed destination marketing concepts, the relationship between self-identification, memorable tourism experiences, overall satisfaction, and destination…
Abstract
Purpose
Although many studies addressed destination marketing concepts, the relationship between self-identification, memorable tourism experiences, overall satisfaction, and destination loyalty in small island destinations remains unknown. To address this issue, the authors established a model based on social identity theory to investigate the effects of self-identification on overall satisfaction and loyalty, taking into account the mediating role of memorable tourism experiences.
Design/methodology/approach
Drawing on 335 useable questionnaires from the visitors of Princes' Islands in Turkey, a quantitative study approach was administrated to empirically analyze a partial least squares path model in PLS-SEM.
Findings
The findings revealed that self-identification positively affects memorable tourism experiences, overall satisfaction, and destination loyalty. The findings also confirm the indirect effects of self-identification on overall satisfaction and destination loyalty through mediating the role of memorable tourism experiences.
Research limitations/implications
The findings of the study will be useful both theoretically and practically. Theoretically, this research will be important to determine tourist behavior through the viewpoint of self-identification in the context of a small island destination. Practically, the findings of this study will assist small island destinations' policymakers and practitioners to develop strategies and make effective future actions.
Originality/value
This is the first study that uses a complete structural model linking self-identification, memorable tourism experiences, overall satisfaction, and destination loyalty.