Tourists' experience expectation is regarded as a salient and powerful construct in tourism marketing and argued to influence behavior. The understanding of the formation of tourists' experience and its influences on tourists' behavior remains limited. Using semi-structured interviews, this study identified that attitudes towards destination, subjective norms and perceived behavioral control were found to be related to tourists' experience expectation. In turn, tourists' experience expectation influences to visit intention and willingness to travel. This study also indicated that tourists' experience expectation is defined as a particular event or situation that tourists perceive what they have in the destination. This research sheds light marketers in understanding the conceptualization of experience expectation from tourists' perspective. Academics and managerial implications are discussed.
|Number of pages||12|
|Journal||International Journal of Business|
|Publication status||Published - 1 Jan 2019|