Tourist experience and destination evangelism: the mediating role of inspiration

Abstract

ABSTRACT Even though tourist experience (TX) and destination evangelism are crucial research priorities, a substantial paucity of empirically derived insights into these concepts and their relationships exists. Therefore, this study investigates the TX’s impact on tourist inspiration and destination evangelism by proposing and empirically validating a structural model by collecting data from 384 tourists and then validating it by conducting semi-structured interviews. The study also envisages tourist inspiration to mediate the proposed relationships, thereby contributing further to the tourism and travel literature. This study applies mixed-method explanatory sequential design that consists of two phases. In the first phase, proposed hypotheses were tested by applying the structural equation modelling technique and mediation analysis. The findings revealed that various dimensions of TX exert differential impacts on destination evangelism. The study also confirmed the partial mediation role of tourist inspiration between three dimensions of TX (sensory, cognitive and affective) and destination evangelism; however, the full mediation effect was observed between behavioural TX and destination evangelism. In the second phase, a qualitative study based on semi-structured interviews was conducted. These findings were found in alignment with the findings of the quantitative study. The study concludes by offering key implications and avenues for further research.