The influence of mindfulness during the travel anticipation phase

ABSTRACT

Previous studies have established the influence of mindfulness on the tourists’ experience when they are on-site at an attraction or in a destination. However, the travel experience begins during the anticipation phase when tourists embark on the vacation planning process. This study considered the influence that mindfulness during the travel anticipation phase has on the traveller’s confidence that they chose the best destination for the trip, their satisfaction with the trip, and their loyalty to the destination. The results of the analysis found that mindfulness during the travel anticipation phase had significant positive influences on confidence, satisfaction and loyalty, suggesting the potential benefits for destinations to encourage mindfulness in future visitors as they plan their trip. The major contribution of this study is to establish that mindfulness during the anticipation phase influenced the travel experience. Future research should consider the role of mindfulness in all five travel phases, as well the development of promotional strategies that encourage mindfulness in potential visitors.

KEYWORDS:

• Anticipation phase
• confidence
• loyalty
• mindfulness
• satisfaction

Disclosure statement

No potential conflict of interest was reported by the authors.

Notes on contributors

Lorraine L. Taylor is an Assistant Professor of Management in the School of Business Administration at Fort Lewis College in Durango, Colorado. She teaches courses in the Tourism and Hospitality Management concentration, the Business of Leisure minor, and the certificate in Ski Resort Operations. She previously enjoyed a career in the hotel industry and worked for Walt Disney World, Marriott International, and the Five Star- and Five Diamond-rated Sanctuary at Kiawah Island Golf Resort. She also worked as an inspector for the luxury hotel guidebook, Condé Nast Johansens. Lorraine's research interests are in tourists’ motivations, decision-making, and behavior.

William “Bill” C. Norman is a Professor in Clemson University's Department of Parks, Recreation and Tourism Management and the former Director of the Recreation, Travel and Tourism Institute. Norman works closely with graduate students from around the world conducting theoretically based and applied recreation and tourism research that assists South Carolina's tourism industry and leisure service providers as well as other industry sectors (e.g., aquaculture). Prior to joining Clemson University in 1995, Bill was a Marketing Specialist with the University of Wisconsin Extension's Tourism Research and Resource Center in Madison, Wisconsin.

Additional information

Funding

This project was supported by the Graduate Research Scholarship from Tourism Cares in the amount of $3000. The findings of the study were not in any way influenced by the funding source. http://www.tourismcares.org/academic-scholarships/