Effects of Tour Guide Interpretation and Tourist Satisfaction on Destination Loyalty in Taiwan’s Kinmen Battlefield Tourism: Perceived Playfulness and Perceived Flow as Moderators

ABSTRACT

The purpose of this study was to evaluate the mediating role of tourist satisfaction and the moderating roles of perceived playfulness and perceived flow in the relationship between tour guide interpretation and destination loyalty for tourists visiting the Kinmen battlefields in Taiwan. This study provides both theoretical and managerial contributions; an appropriate conceptual research model was developed based on a relevant literature review, and this model has relevant applications to both tourism academia and the tourism industry. By introducing playfulness and flow into our research model, we provide tourism managers at the Kinmen battlefield with insights that might help them to improve the design of their travel products and services. Our analysis confirms that tour guide interpretation has an influence on tourist satisfaction, and that tourist satisfaction in turn influences destination loyalty. Destination loyalty is also indirectly influenced by tour guide interpretation through tourist satisfaction. Key findings include correlations between tour guide interpretation and tourist satisfaction as well as tourist satisfaction and destination loyalty, which are stronger for tourists who perceive a high degree of playfulness and flow in their tourism experience.

KEYWORDS:

• Effectiveness of interpretation
• perceived playfulness
• tourist satisfaction
• perceived flow
• destination loyalty

Additional information

Notes on contributors

Nien-Te Kuo

Nien-Te Kuo is Associate Professor, Department of Travel Management, National Kaohsiung University of Hospitality and Tourism, No.1, Songhe Road, Xiaogang District, Kaohsiung City 81271, Taiwan (E-mail: [email protected]).

Kuo-Chien Chang

Kuo-Chien Chang is Associate Professor, Department of Leisure and Recreation Management, Chihlee Institute of Technology, No. 313, Sec. 1, Wunhua Road, Banciao District, New Taipei City 22050, Taiwan (E-mail: [email protected]).

Yi-Sung Cheng

Yi-Sung Cheng, Department of Hospitality Management, University of Missouri, 111 Eckles Hall, Columbia, MO 65211, USA (E-mail: [email protected]).

Jui-Chou Lin

Jui-Chou Lin, Department of Tourism, Ming Chuan University, 5 De Ming Road, Gui Shan District, Taoyuan County 33348, Taiwan (E-mail: [email protected]).