Asia Pacific Journal of Tourism Research · 2012 · 230 citations · 107 references
Customer SatisfactionTour Guide PerformanceTourism PerformanceDestination MarketingOnline Customer BehaviorTourism MarketingTourism CompetitivenessManagementBusinessShopping BehaviorTrustTourismTourist TrustCredibility TrustTourist Shopping BehaviorMarketingTourist Experience
The study develops a model to examine how tour guide performance influences tourist shopping behavior through perceived credibility trust, perceived benevolence trust, and tourist satisfaction, with flow experience as a moderator. The authors test this model by assessing the mediating effects of the trust dimensions and satisfaction, and the moderating role of flow experience on the relationships. The findings reveal that tour guide performance positively affects both credibility and benevolence trust and tourist satisfaction, but only benevolence trust and satisfaction mediate the link to shopping behavior, with the strongest effect via credibility trust and satisfaction, and flow experience moderates the benevolence trust–shopping behavior relationship.
This study contributes to a model describing the effect of tour guide performance on tourist shopping behavior by examining the mediating effects of perceived credibility trust, perceived benevolence trust, and tourist satisfaction as well as the moderating effect of flow experience. Our analysis confirms that tour guide performance has positive effects on perceived credibility trust, perceived benevolence trust, and tourist satisfaction. However, only perceived benevolence trust and tourist satisfaction mediate the relationships between tour guide performance and tourist shopping behavior. Nevertheless, tour guide performance, as evaluated through perceived credibility trust and tourist satisfaction, has the strongest effect on tourist shopping behavior when compared to other routes in the model. In addition, the moderating effect of flow experience is confirmed in the perceived benevolence trust and tourist shopping behavior relationship, but it does not have any effects on other links. In light of our findings, managerial implications are discussed as well.
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