Ritualized host-tourist interaction and storytelling intentions: the roles of sense of belonging and group size

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Guided by interaction ritual chains theory, this research assesses the relationship of ritualized host-tourist interactions on sense of belonging and storytelling intentions, using group size (small vs. moderate vs. large) as a moderating variable. Three studies were conducted using different ritual contexts (i.e. tea, bonfire, wedding). Findings suggested that the intensity of host-tourist interactions (strong vs. weak) impacts tourists’ sense of belonging and storytelling intentions. The research also found that sense of belonging mediates, while group size moderates, the relationship of ritualized host-tourist interaction with storytelling intentions. When group size was moderate (small, large), the impact of strong ritualized host-tourist interactions was greater (not significantly different), relative to weak interaction conditions. Theoretical and practical takeaways are provided.