Understanding tourists' experience expectation: A study of Chinese tourists' behavior in Bali

Dila Maghrifani, Ting Li, Juanyi Liu

Research output: Contribution to journalArticlepeer-review

1 Citation (Scopus)

Abstract

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.

Original languageEnglish
Pages (from-to)249-260
Number of pages12
JournalInternational Journal of Business
Volume24
Issue number3
Publication statusPublished - 1 Jan 2019

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