Abstract
Although hedonic tourism happiness and eudaimonic tourism happiness coexist in tourism experiences, extant research has primarily approached them and their impact on tourists’ life satisfaction separately. Therefore, the purpose of this research is to investigate the impact on life satisfaction of the two types of happiness tourists experience in various activities they encounter in tourist venues and their asymmetric effects. A survey was conducted among tourists who had tourism experiences within a year (October 2018 to September 2019) either abroad or Jeju island, and 736 responses were used in the analysis. Results from structural equation modeling analysis show that most of the hypotheses were supported. Our findings demonstrate that pleasure and detachment experience positively affect hedonic tourism happiness, while personal meaning and self-reflection experiences positively affect eudaimonic tourism happiness. Theoretical and managerial implications are discussed.
Highlights
Due to recent studies indicating that experiences are more effective in enhancing consumers’ happiness than material goods, researchers are increasingly interested in travel experiences
5.579 negative but not statistically significant. This indicates that happiness from eudaimonic travels is an improvement factor with a positive asymmetry effect on life satisfaction, but happiness from hedonic travels has a symmetrical effect; Hypothesis 10 is partially supported (Table 8)
This study categorized the happiness that travelers experience into two kinds of happiness, one each from hedonic and eudaimonic travels, and conducted an integrated verification of the effects of various activities that travelers experience in tourist destinations on the two kinds of happiness, as well as the effects of such happiness on their overall life satisfaction
Summary
Due to recent studies indicating that experiences are more effective in enhancing consumers’ happiness than material goods, researchers are increasingly interested in travel experiences. Organization (which analyzed 2.64 million social big-data cases over the past three years) is recreational activities, which indicates that a variety of things to enjoy and experience at tourist venues is an important factor in choosing a travel destination. Previous studies of the relationship between travel experience and tourists’ happiness have demonstrated that generally, positive tourism experiences increase tourists’ happiness, while disappointing activity experiences at travel destinations have a negative impact [3]. As a result, considering tourists’ experiences is becoming an increasingly important issue in tourism and marketing [5]
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