Abstract
ABSTRACT Glamping, which combines natural surroundings with quality accommodation, has been developing quickly in recent years in China. This study aims to fill the gap in empirical research on glamping by introducing a stimulus-organism-response (SOR) framework to investigate the factors influencing the behavioral intentions of glampers and to identify the specific dimensions of the original ecology environment, accommodation environment, and customers’ intrinsic affective values to determine their effects on WOM about glamping. A paper-based questionnaire was distributed offline, and 314 questionnaires were collected. The data were then analyzed using SPSS and PLS-SEM respectively. This study extends the application of the SOR framework in the WOM field and provides theoretical support for further research and exploration. Moreover, this study argues that the interplay between the original ecology environment, the traditional Chinese notion of ‘天人合一’ (Tian Ren He Yi), and aesthetics underpins the willingness of Chinese glamping participants to share their WOM. This study contributes to the development of the glamping industry in China and provides practical implications for the industry by understanding the needs of Chinese glampers.
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