Exploring how mindfulness may enhance perceived value of travel experience

ABSTRACT

This study aims to explore the effect of tourists’ mindfulness on the perceived value of travel experience (PVTE) through destination images (cognitive, affective, and conative) and tourist experiences. Data (n = 370) were gathered using a self-administered structured questionnaire distributed to travellers departing from Lisbon International airport towards Spain in July 2017. The results show the important role of mindfulness in shaping all dimensions of destination image. Tourist experience acts as a mediator between destination images and PVTE. However, perceived authenticity does not have a moderating, but rather a controlling effect on the relationship between tourist experience and PVTE. From a theoretical point of view, the study makes important contribution in conceptualising the influence of a tourist’s mindfulness on PVTE through destination image components and tourist experience. From a practical perspective, it offers practitioners and DMOs valuable insights into the effective design and implementation of suitable destination marketing activities.

抽象

本研究旨在通过目的地形象（认知，情感和意图）和旅游体验探讨游客的正念对旅游体验（PVTE）感知价值的影响。数据（n = 370）是使用自行管理的结构化问卷收集的，该问卷分发给 2017年7月从里斯本国际机场出发前往西班牙的游客。研究结果显示了正念在塑造目的地形象的各个方面的重要作用。旅游体验充当目的地形象和 PVTE 之间的媒介。然而，感知的真实性对游客体验与 PVTE 之间的关系并没有起到调节作用，而是起到控制作用。从理论的角度来看，该研究通过目的地形象和旅游体验，概念化了旅游者的正念对 PVTE 的影响。从实践角度来看，它为从业者和目的地营销组织设计并且开展合适高效的目的地营销活动提供了宝贵见解。

KEYWORDS:

• Mindfulness
• destination images
• tourist experience
• perceived value
• perceived authenticity
• tourism destination

关键词:

• 正念
• 目的地形像
• 旅游体验
• 感知价值
• 感知真实性
• 旅游目的地

Disclosure statement

No potential conflict of interest was reported by the authors.