Do tourists’ emotional experiences influence images and intentions in yoga tourism?
ISSN: 1660-5373
Article publication date: 2 May 2019
Issue publication date: 19 June 2019
Abstract
Purpose
The purpose of this study is to investigate the influence of tourists’ emotional experiences on predicting behavioral intentions via cognitive, affective and overall image in yoga tourism.
Design/methodology/approach
This study was conducted using data collected from 398 tourists visiting a yoga tourism destination in India. Confirmatory factor analysis and structural equation modeling were used in analyzing the collected data.
Findings
The study confirmed that specific tourists’ emotions act as a predictor of cognitive, affective and overall image. This in turn influenced the behavioral intentions of tourists. The effect of specific emotions on affective image was stronger than on cognitive image in yoga tourism.
Practical implications
The marketing campaign of yoga tourism should highlight the special benefits of yoga to activate, stimulate and influence tourists toward yoga tourism, thereby improving the flow of future tourists. It would also help in better positioning and promoting yoga tourism as a unique and distinct niche tourism market.
Originality/value
This study contributed to the literature by understanding the predictive power of specific emotions on behavioral intentions via, cognitive, affective and overall image in yoga tourism. As far as the authors’ knowledge is concerned, this study is first known attempt to investigate such relationships in tourism literature.
Keywords
Citation
Sharma, P. and Nayak, J.K. (2019), "Do tourists’ emotional experiences influence images and intentions in yoga tourism?", Tourism Review, Vol. 74 No. 3, pp. 646-665. https://doi.org/10.1108/TR-05-2018-0060
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited