Effect of Experience on Cognition, Affect and Satisfaction: The Case of Japanese Visitors to Macau

Abstract

The aim of the paper was to test the effect of experience on two key antecedents of destination satisfaction, cognition and affect. The analysis utilized the Macau Visitor Experience Survey (2005). The results indicate that both cognition and affect are pre-determinants of satisfaction and that cognition positively influences affective reactions to a destination. While the effect of cognition on destination satisfaction judgments increases as an individual's experience accumulates and the effect of affect decreases with experience, in both cases the influence of experience is limited. Prior experience was not found to have statistically significant moderating effect on cognition and affect's relationship with satisfaction. The results bear important implications for destination visitor experience management and planning.