The purpose of this paper is to reinforce the experiential paradigm from which academics and practitioners currently explain consumer decision making in touristic activities. More specifically, this research brings new insights for understanding consumption experience. The aim is to establish the relationships between experience, satisfaction, destination attachment, and word-of-mouth.
The paper presents a rich literature review on experience concept and its consequences. Besides, a quantitative study was conducted among tourists having chosen a specific destination for their holidays. Data were collected through a questionnaire translated into three languages about a sample of 303 individuals. The methodology consisted of an exploratory phase (SPSS) for establishing scales dimensionality, a structural equation modeling (AMOS) for validating empirically our structural framework, with respect of thresholds and the rigourous analysis methodology.
The research has highlighted consequences of experience related by a trip, such as satisfaction, destination attachment, and word-of-mouth. Indeed, intellectual, emotional, and tribal components of experience are significantly related to satisfaction. Intellectual component is also significantly related to destination attachment, and satisfaction generates attachment and word-of-mouth.
In addition to sample size and study context, it would be interesting to carry out multi-group analyses to observe significant differences in reference to gender, age, or motivation travel. Similarly, observing moderating role of individual variables such as need for cognition, seeking variety, self-exposure, etc., may explain relationship intensity between experience and satisfaction.
The paper intends to give an understanding of experience consequences. It provides to managers in tourism domain, orientations related to communication and strategies’ content and direction.
