Abstract
This study applies complexity theory to explain how a cognitive-affective model indicates canal boat tour participants' desired behaviour. An in-situ survey was administered to collect data from 202 boat tour participants following a tour of the Canal du Faux-Rempart in Strasbourg, France. The study applies an asymmetrical analysis to investigate the cognitive-affective factors deriving participants’ intentions to recommend canal boat tours. This study uses an asymmetrical approach to explore causal recipes from three configurations of socio-demographic factors with prior experience and cognitive and affective factors, leading to both high and low scores of recommendation intention. An analysis of necessary conditions was performed to identify the factors required to achieve the expected outcome. The results revealed that complexity theory supports causal interactions, leading to intention to recommend. Overall image, perceived quality, emotion and satisfaction are necessary factors to recommend canal boat tours. We discuss the theoretical and practical implications.
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