Mindfulness affecting loyalty with mediating role of customer experience in the context of adventure tourism in Vietnam

Figures & data

Table 1. Summary of previous studies of the relationship between customer experience and loyalty in hospitality Industry.

Author(s)	factors	Findings
Karim et al. (2022)	Fintech services, customer experience, customer attitude, customer loyalty in the hospitality industry	Customer-loyalty intention in the hospitality industry was significantly influenced by fintech services, customer experience, and attitude. The connection between customer loyalty intention in the hospitality industry and fintech services was mediated by customer experience and attitude.
Lee et al. (2019)	Servicescape, service experience, loyalty	The attendees’ service experience was positively impacted by the servicescape, which included things like ambient conditions, spatial layout and signs, and equipment functionality. Attendees’ loyalty was positively impacted by the service experience.
Lee and Chang (2012)	Experience of experiential marketing, activity involvement, satisfaction, loyalty intentions	Wine tourists’ loyalty intentions are significantly influenced by their experience with experiential marketing, participation in activities, and satisfaction. The behavioural model used satisfaction as a mediator.
Dong Xuan (2017), Guan et al. (2021)	Customers’ experiences, brand trust, brand loyalty, brand involvement	It is proposed that full-service hotel customer experiences can be broken down into social, affective, and functional categories. From the customer experience to brand trust, brand affect, and brand loyalty, there is a chain. Customer experience, brand trust, and brand influence are moderately correlated with brand involvement, but not with brand loyalty.
Ittamalla and Srinivas Kumar (2021)	theme park visitors’ subjective experiences, vivid memory, loyalty	Vivid memory and loyalty are significantly influenced by each aspect of the service experience—hedonics, peace of mind, involvement, and recognition.
Cetin (2020)	Service quality and customer experience, satisfaction, loyalty	Satisfaction and loyalty were better predicted by the customer experience. A greater percentage of the variation in positive customer behaviour could be explained by experience. Experience outperforms satisfaction as a predictor of satisfaction and loyalty.

Figure 1. The conceptual framework.

Table 2. Measurement scale.

Variable	Source
Mindfulness of customers The items about Novelty seeking I love to learn everything like new services, experiences, … in the discovery tour that I participate in. I was intrigued, curious about everything in the discovery tour that I took part in. I like to find answers to my questions about services, experiences, … in the discovery tour that I participate in. I like the curiosity to learn about new services, experiences, … aroused in the discovery tour that I participate in. I'd love to know more about everything on the discovery tour I'm on. On the discovery tour I was on, I liked that my curiosity was noticed by the staff. The items about Novelty producing I am always thinking about what was going on at the time to discover something new during the trip. I have many new ideas about services, facilities, support, experiences … in the discovery tour that I participate in. I am a very creative person, so I appreciate the services, utilities, support, experiences, … in the discovery trip that I participate in. I easily give new and effective ideas about services, facilities, support, experiences, … during the discovery tour that I participate in. When using a certain service during the trip, I am completely immersed in enjoying and discovering the newness of that service, not knowing what else to do. I am always thinking of new ways to enjoy the services, experiences, … in the adventure tourism that I participate in. The items about Focused attention My attention is focused on what is happening just then in the adventure tourism that I participate in. I feel connected to what is going on around me. When using a certain service or experience, I only focus on enjoying that service, not paying attention to anything else. I usually notice a change in services and experiences during the discovery tour that I participate in. I rarely do several things at once, and focus on doing them one by one. I avoid talking about experiences, services, utilities, … that make me uncomfortable.	Modified from Langer (1989)
The items about Customers’ service experience The experience of this discovery tour really gave me a feeling of escaping from everyday life. The experience of this discovery tour made me feel like I was doing something different and new. The experience of this discovery tour made me feel good physically and mentally. There are many services that I can enjoy on this discovery tour. I feel I served as a very important person in this discovery tour. The experience in this discovery tour helps me to impress the people around me.	Modified from Otto and Ritchie (1996)
The items about Loyalty factor Return intentions I will return to this destination for new experiences. I will choose this travel agency’s discovery tour for new destinations. Adventure tourism is the first choice for my vacations. I will spend a lot of time and money on adventure tourism. Word of Mouth I will recommend adventure tourism to colleagues, relatives, neighbours and friends. I will use both online and offline channels to speak well about adventure tourism to colleagues, relatives, neighbours and friends. I will encourage and recommend your colleagues, relatives, neighbours and friends to use this travel agency. I will talk about adventure tourism trends for everyone.	Modified from Ngoc Quang and Thuy (2023)

Table 3. Exploratory factor analysis (EFA) and Confirmatory factor analysis (CFA).

	Novelty seeking mf13-mf18	Novelty producing mf7-mf12	Focused attention mf1-mf6	Customer experience ce1-ce6	Repurchase intention lr1-lr4	WOM lw1-lw4
Cronbach’s α	0.854	0.826	0.818	0.837	0.779	0.812
KMO	0.861	0.835	0.828	0.832	0.825	0.834
Bartlett test	p < 0.05	p < 0.05	p < 0.05	p < 0.05	p < 0.05	p < 0.05
EFA	68.48%	65.59%	63.47%	68.55%	66.52%	65.71%
CFA Chi-square/Df	3.717	4.068	3.967	3.856	3.847	3.649
GFI	0.942	0.949	0.921	0.937	0.929	0.962
CFI	0.935	0.931	0.954	0.936	0.943	0.931
RMSEA	0.047	0.051	0.043	0.050	0.041	0.041

Source: Author’s research.

Table 4. Results of CR and AVE of scales.

No	Scale	Number of observed variables	CR	AVE
1	Novelty seeking	6	0.942	0.731
2	Novelty producing	6	0.873	0.537
3	Focused attention	6	0.916	0.645
4	Customer experience	6	0.894	0.589
5	Repurchase intention	4	0.875	0.637
6	Word of Mouth	4	0.816	0.527

Source: Author’s research.

Table 5. Correlations and the square root of AVE.

Component	(NOS)	(NOP)	(FAT)	(CEX)	(LIN)	(LWM)
Novelty seeking (NOS)	0.855*
Novelty producing (NOP)	0.188	0.733
focused attention (FAT)	0.122	0.304	0.803
Customer experience (CEX)	0.207	0.264	0.565	0.768
Repurchase intention (LIN)	0.177	0.129	0.420	0.351	0.798
Word of Mouth (LWM)	0.327	0.250	0.232	0.359	0.210	0.726

* The bold number diagonal is the square root of the average variance extracted (AVE); inter-construct correlations are exposed off-diagonal, and are significant at the p < 0.05 level.

Figure 2. Structural equation model.

Table 6. Direct hypothesis results.

Hypotheses	Linkage	Estimate	P-value	Result
H1	MIF → CEX	2.221	***	Supported
H2	MIF → LIN	0.412	***	Supported
H3	MIF → LWM	0.196	0.035	Supported
H4	CEX → LIN	0.408	0.008	Supported
H5	CEX → LWM	0.581	***	Supported
H6	LIN → LWM	0.122	0.084	Not supported

Source: Author’s research.

Table 7. Direct – indirect – total effect hypothesis results.

Hypotheses	Linkage	Direct effect	Indirect effect	Total effect
H7	MIF → CEX → LIN	.412	.910	1.322
H8, H9	MIF → CEX, LIN → LWM	.196	1.448	1.645
H10	CEX → LIN → LWM	.581	.049	.630

Source: Author’s research.

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