Can tourist engagement enhance tourist behavioural intentions? A combination of PLS-SEM and fsQCA approaches

ABSTRACT

This study aims to investigate the effects of tourist engagement dimensions on revisit and Word of Mouth (WOM) intentions of heritage tourists. The data were collected from domestic tourists in the heritage city of Kashan, Iran. To analyse the collected data, this study applies Partial Least Squares – Structural Equation Modelling (PLS-SEM) as a symmetric analysis technique, as well as fuzzy-set Qualitative Comparative Analysis (fsQCA) as an asymmetric analysis approach to strengthen the findings. The findings of PLS-SEM showed the significant effect of the absorption dimension on revisit intention, whereas these results demonstrated the significant effects of the dimensions of interaction, and identification on WOM intention. However, the results of fsQCA identified more heterogeneous combinations of dimensions of visitor engagement to predict revisit and WOM intentions. Overall, this study contributes to the extant literature on tourist engagement by constructing a composite picture of tourist engagement dimensions on the behavioural intentions of heritage tourists. The study’s theoretical contributions, its restrictions and practical implications for heritage site operators are further discussed.

KEYWORDS:

• Tourist engagement
• revisit intention
• WOM intention
• heritage tourism
• behavioural intentions

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Siamak Seyfi

Siamak Seyfi, PhD is an Assistant Professor at the Geography Research Unit of the University of Oulu, Finland. Using an interdisciplinary and multidisciplinary approach, his research interests focus on tourism mobilities, tourist experience, ethical and political consumerism as well as qualitative sociological/ethnographic research methods in tourism.

S. Mostafa Rasoolimanesh

S. Mostafa Rasoolimanesh, PhD is an Associate Professor and Director of Centre for Research and Innovation in Tourism (CRiT), Taylor's University, Malaysia. His research interest areas contain sustainable tourism, heritage tourism, residents' perceptions, and tourism experiences. He has published widely in top tier tourism journals. He is an editorial board member of several reputed tourism and hospitality journals.

Ali Vafaei-Zadeh

Ali Vafaei-Zadeh is currently working as a Senior Lecturer at the Graduate School of Business (GSB), Universiti Sains Malaysia (USM). He holds a Ph.D. in Operation Management, MBA in production and materials management, and a bachelor's in industrial management. He is a professional technologist recognized by the Malaysia board of technologists. He is actively involved in research projects regarding technology management and innovation.

Kourosh Esfandiar

Kourosh Esfandiar (PhD) is a researcher in the School of Business and Law at Edith Cowan University, Australia. His research interests focus on the socio-psychological concept of ‘human behaviour’ particularly in relation to sustainability in the context of travel, tourism and recreation.