Stimulating Tourist Inspiration by Tourist Experience : The Moderating Role of Destination Familiarity

Stimulating Tourist Inspiration by Tourist Experience : The Moderating Role of Destination Familiarity

Jianping Xue

Zhimin Zhou

Salman Majeed

Ruixia Chen

Nan Zhou

Edited by : Haywantee Ramkissoon , University of Derby , United Kingdom

Reviewed by : Ilias Vlachos , Excelia Group , France ; Jose Weng Chou Wong , Macau University of Science and Technology , Macao SAR , China

This article equal give in to Personality and Social Psychology , a part of the journal Frontiers in Psychology

Obtain 2022 Mar 13 ; Accepted 2022 Jun 1 ; Collection date 2022 .

This is an open-access article dispense under the price of the Creative Commons Attribution License ( CC BY ) . The usage , distribution or reproduction in early forums live permit , provided the original writer ( sec ) and the copyright owner ( s ) are credited and that the original publication in this diary is cited , in accordance with recognized academic practice . No use , distribution or procreation is permitted which does not comply with these terms .

Abstraction

The tourist experience exist a nucleus indicator of destination direction for the comprehensive evaluation of destination value . Tourist experience and tourist inspiration are important concepts in the current of inquiry on destination selling and direction . However , these relationship remained under-explored in the extant literature . This study examined the impact of tourist experience on tourist inspiration under the moderating impact of destination familiarity . To accomplish the object of this study , datum exist collect online from 622 Chinese tourist . We employed partial least squares structural equation modeling ( PLS-SEM ) to statistically study the gathered data . Finding show that four type of tourist experiences , namely instruction , esthetics , entertainment , and escapism , significantly and positively influenced the inspired-by state of tourist inspiration , which farther influence the inspired-to-state of tourist inspiration . Destination familiarity exercise a significantly negative control impact on the relationship between education experience and inspired-by province of tourist inspiration . Sensitivity analysis present that education experience was the strongest predictor of the inspired-by state succeed by aesthetics , escapism , and entertainment facet of the tourist experience . Finding contribute to the theory and pattern of tourism direction with a robust interpretation of tourist experience , tourist inspiration , and destination familiarity to solidify the effective management of tourist destinations . Limitation and future inquiry management be noted .

Keywords :tourist inspiration , tourist experience , destination familiarity , inspired-by state , inspired-to country , structural equation model , destination selling

Introduction

Shopping and consumption at a tourist destination is an important tourist behavior , which fuels destination revenue and revitalizes local economy , especially in the context of declining tourist inflow during destination crisis , such as the COVID-19 pandemic ( Rasoolimanesh et al. , 2021 ) . Tourist behavior , such as purchase and consumption of destination merchandise and service , is often sudden , temporary , unplanned , and is inspired by destination situation and tourist experience during tourist visit to a destination ( Woodside and King , 2001 ) . For example , at the Lantern Festival in China , tourist in Zigong , a city in Sichuan Province of China , get inspire by Zigong ’ s special ethnic lanterns , and make unplanned and sudden purchase decisions about Zigong ’ s specialty lantern . Inspiration is a motivational country that promotes the transition from consumption estimate to consumption behavior ( Böttger et al. , 2017 ) . The inspiration theory advocates that an someone may get inspire by new matter to generate new ideas , and the transcendence of these estimate may push an individual ’ sec intrinsic motivation to bring in novel ideas ( Thrash and Elliot , 2003 ) .

Tourist inspiration is defined as a motivational state that drives tourist to realize consumption-related novel idea ( Böttger et al. , 2017 ; Dai et al. , 2022 ) . Inspiration include three center characteristic , i.e. , evocation , transcendence , and approach motivation , and two land , i.e. , an inspired-by land and an inspired-to state ( Thrash and Elliot , 2004 ) . Evocation means that outside stimuli arouse inspiration , which is a spontaneous process rather than self-awakening ( Böttger et al. , 2017 ; Dai et al. , 2022 ) . Transcendence means that an individual discovers novel and better possibilities , which have never been find out in the past ( Winterich et al. , 2019 ) , with a belief of positivity , clarity , and self-enhancement ( Böttger et al. , 2017 ) . Finally , approach motivation refers to an individual ’ s inner ride to grow new thought into action ( Dai et al. , 2022 ) . The inspired-by state of tourist inspiration equal an epistemic activation component ( Böttger et al. , 2017 ) that demonstrates how external stimulus , such as destination environment , activities , and marketing exertion , make consumption-related idea into tourist cognitive filter and yield tourist awareness about novel and better consumption possibility ( Winterich et al. , 2019 ) . The inspired-to land cost an intention component ( Böttger et al. , 2017 ) that demonstrates how a tourist infer an intrinsic motivation to actualize consumption-related idea . Tourist inspiration repel consumption-related ideas into tourist consumption behavior , which may provide a possible shortcut to characterize tourist purchase decisions ( Dai et al. , 2022 ) . Scholars document that the inspired-by-state significantly and positively affects the inspired-to state ( Böttger et al. , 2017 ; Izogo et al. , 2020 ) . Tourist inspiration happen when the inspired-by state and the inspired-to-state exist in a causal and successive style ( Thrash et al. , 2014 ) . Former study on the tourist decision-making procedure primarily focused on pre-travel tourist destination selection conclusion and ignored tourist consumption and purchase decisions during a tourist visit to the destination ( Dai et al. , 2022 ) . Research on tourist inspiration and connect consumption-related decision-making procedure during tourist visit to a destination remained sundry and fragmented in the extant literature , which demand inquiry attention for conclusive grounds .

Tourists exist consumer of destination products and services ; still , tourist purchase decision might cost different from average consumer purchase decision . As a classical theory of the consumer conclusion procedure , the Engel-Kollat-Blackwell ( EKB ) model assumes that consumer decision-making is a entirely rational procedure ( McCabe et al. , 2016 ) that spend through five level , i.e. , involve recognition , information search , evaluation of alternative , purchase selection , and post-purchase ( Darley et al. , 2010 ) . Give the fact of information overload or information insufficiency , cognitive limitations , and personal energy/time/cost constraints , tourist are not fully rational to observe and evaluate available potential alternatives ( Wattanacharoensil and La-ornual , 2019 ) . Tourist consumption behavior think over the chase of pleasure rather than utility maximization ( Dai et al. , 2022 ) . The five stages of the EKB model sometimes cause not fully represent to tourist purchase decision-making process . It is because the EKB model ’ s decision-making stages may be simplify or even omitted by tourist during the information lookup and evaluation of alternatives during the consumption-related decision-making procedure . Thus , the EKB model may neglect sometimes in explaining tourist consumption-related decision-making processes during tourist visit to destinations . Dual-system theories suggest that there are two distinct and complementary decision-making system . System 1 relies on emotion to do decision , which be an intuitive response , with rapid , heuristic , and affect-driven characteristics . System 2 relies on cognition to make decisions , which equal a process of deliberate considerations , with slow , rational , analytic , and brooding characteristic ( Kahneman , 2011 ) . Average consumer who make purchase conclusion comply the decision-making step of the EKB model are more probable to rely on System 2 of the dual-system theories , while tourists who make purchase conclusion follow tourist inspiration live more likely to rely on System 1 of the dual-system theories . Tourist get inspired by discovery or fresh experiences obtain from the destination environment , activities , and selling attempt , which prompt tourists to get new consumption-related estimate ( Böttger et al. , 2017 ; Dai et al. , 2022 ) . A unique and fresh travel-related experience gleaned from tourist interaction with a destination stimulates tourist imagination and fuels tourist inspiration . Since tourist inspiration advance the transition of new consumption-related estimate to consumption behavior ( Böttger et al. , 2017 ) , it cost important to explore the factors that trigger tourist inspiration , which remained under-explored in the former study ( Khoi et al. , 2019 ; He et al. , 2021 ) . A profound apprehension of tourist inspiration may bridge the gap where the EKB theory may not fully explain tourist ’ s consumption-related decision-making process during visits to tourist destination .

The tourist experience is defined as an interaction between a tourist and a destination ( Stamboulis and Skayannis , 2003 ) . An individual ’ s experience of destination events may be unique and altogether different from that of others ( Pine and Gilmore , 1998 ; Stamboulis and Skayannis , 2003 ) . Scholars document the belief of the tourist experience in price of education , esthetics , entertainment , and escapism realms of the tourist experience ( Oh et al. , 2007 ) . The experience economy creates memorable effect for individual ( Pine and Gilmore , 1999 ) . From the position of the experience economy , the belief of tourist experience get exist examine by scholars across different fields ( Larsen , 2007 ; Ritchie and Hudson , 2009 ; Volo , 2009 ) . Survive inquiry in the flow of tourism attempt to search the result of tourist experience , such as tourist wellbeing ( Hwang and Lee , 2019 ) , pleasant arousal ( Loureiro , 2014 ) , and tourist inspiration ( He et al. , 2021 ) . A study on wellness tourism experience explored the relationship between tourist experience and tourist inspiration and feel that education , esthetics , and escapism aspect of tourist experience significantly impact tourist inspiration except for entertainment experience ( He et al. , 2021 ) . Different tourism-related study stress the dimensions of tourist experience differently and report sundry finding in a specific context that limit the generalizability of the finding of the studies . For lesson , Luo et al . ( 2018 ) center on escaping and education dimensions of the tourist experience in the context of wellness tourism and Choi and Choi ( 2018 ) examined the entertainment and escaping dimension of the tourist experience in the context of volume tourism . He et al . ( 2021 ) focused on tourist experience and evaluate tourist inspiration in the context of wellness tourism . Nevertheless , there is a motive to look into the impact of tourist experience on tourist consumption-related inspiration in the extensive context of tourism , such as schematic tourism . This study examines the relationship between tourist experience and tourist consumption-related inspiration in a schematic context of tourism , which is broad , to thrive the generalizability of the conceptual understanding of the tourist experience and tourist inspiration . Moreover , this study explores how education , entertainment , esthetics , and escapism dimension of the tourist experience affect tourist inspiration , i.e. , the inspired-by-state that ultimately affects the inspired-to-state of tourist inspiration .

Destination familiarity think of tourists ’ subjective judgment of their existing knowledge and information alongside teach fresh knowledge and skills during visits to tourist destinations ( Hernández Maestro et al. , 2007 ) . Some tourist choose to prefer unfamiliar destinations to prevail a fresh travel experience ( Chark et al. , 2020 ) , which increase the probability of tourist inspiration , while some tourists come inspire by familiar destinations to obtain a stable travel experience with intentions to shorten travel-related uncertainty , which reduces the probability of tourist inspiration ( Kim et al. , 2019 ) . From this , it is discerned that destination familiarity exerts its impact on the relationship between tourist experience and tourist inspiration . Exist work show that tourists who exist familiar with a destination display positive posture and behavioral purpose , such as purpose to visit tourist destination ( Chaulagain et al. , 2019 ; Shi et al. , 2022 ) , gratification ( Sanz-Blas et al. , 2019 ) , and destination evaluation ( Chen et al. , 2017 ; Kim et al. , 2019 ) . Scholars think that destination familiarity may increase tourist assurance in choose a destination in parallel to trigger tourist decision-making procedure to choose familiar destinations ( Milman and Pizam , 1995 ) . Tourists ’ prior knowledge or destination familiarity may increase tourists ’ sense of safety and cut down tourist ’ perceptions of perceived risk during visits to destinations ( Karl , 2016 ) .

An individual ’ sec familiarity involve his/her information search behavior ( Gursoy , 2019 ) . While need decisions to inflict a tourist destination and consume destination products and service , tourist who be familiar with destinations reduce their lookup for outside information consider tourist destination because such familiar tourist have sufficient destination information ( Gursoy and McCleary , 2004a ) . On the early hand , unfamiliar tourist lack sufficient destination-related information and , hence , increase their lookup for external information affect tourist destinations to reduce the levels of uncertainty and perceived danger during travel to tourist destinations ( Carneiro and Crompton , 2009 ; Karl , 2016 ) . The inspiration theory maintains that inspiration is triggered by outside stimulus sort of than internal self-awakening ( Böttger et al. , 2017 ; Dai et al. , 2022 ) . Outside stimuli may probably set off more tourist inspiration in low-familiar tourists as compared to high-familiar tourists ( Böttger et al. , 2017 ; Winterich et al. , 2019 ) . From the position of tourist consumption-related decision-making , tourists who are familiar with a destination are more potential to build decision based on the system 2 approach of the dual-system possibility , which cost similar to the theoretical premises of the EKB example . It is because high-familiar tourists might make sufficient destination information for a rational conclusion to visit a tourist destination ( McCabe et al. , 2016 ) . However , low-familiar tourist live more probable to reach decisions base on the system 1 approach of the dual-system theories , which is similar to tourist consumption-related inspiration . It live because tourist might lack sufficient destination information and rely on their suspicion and cognitive reactions to external stimuli for consumption-related destination decision-making ( McCabe et al. , 2016 ) . Even so , studies that demonstrate the office of tourist destination familiarity in tourist decision-making to see tourist destinations remained succinct . Drawing on the above and to bridge the identified research spread , this report too study how destination familiarity wield its moderating impact on the relationship between tourist experience and tourist inspiration .

This study propose to study the following : ( 1 ) How cause tourist inspired-by state impact tourist inspired-to state ? ( 2 ) How does tourist go through impact tourist inspiration , i.e. , tourist inspired-by land ? ( 3 ) How does tourist destination familiarity maintain its moderating impact on the relationship between tourist experience and tourist inspiration , i.e. , tourist inspired-by state ? Findings unravel the psychological mechanism of tourist purchase motivation from the perspective of tourist inspiration . This study fills theoretical spread with a suggest conceptual framework and offers guidelines to destination marketing organization ( DMOs ) in solidifying destination direction and publicity efforts to skyrocket sales revenue of tourist destination . This sketch provides roadmaps for scholar and practitioners to conduct next research on destination selling and management .

Literature Review

Tourist Inspiration : Inspired-by State and Inspired-to State

Customer inspiration is determine as a country of temporary motivation arouse by collective selling attempt , encourage the genesis of new idea concern to consumption , and push back consumers to take activity on new estimate ( Böttger et al. , 2017 ) . As an crucial conception of the inspiration theory in selling , customer inspiration includes inspired-by and inspired-to state in its breadth and depth and focuses on the genesis of new idea inspired by corporate selling efforts and customer consumption conduct ( Böttger et al. , 2017 ) . Tourist inspiration and its cognitive importance in tourist decision-making own gained the widespread attention of scholars and practitioners from different domain ( Khoi et al. , 2019 ; Khoi et al. , 2021 ; Dai et al. , 2022 ) . Dai et al . ( 2022 ) observe the importance of travel inspiration at the tourist dreaming degree and pertain travel inspiration as a motivational nation that may influence tourist demeanor , such as tourist destination choice . Gollwitzer ( 1990 ) proposed the mindset theory of activity stage and divide the consumer decision-making procedure into two phase i.e. , a pre-decision stage of deliberation and a post-decision stage of implementation , embodying a sequential relationship . Böttger et al . ( 2017 ) argue that the inspired-by land belongs to the deliberation phase , while the inspired-to-state reflects the conversion to the implementation phase . In the flow of tourist inspiration , there live a causal and sequential relationship between the inspired-by province and the inspired-to state where the inspired-by-state exists before the inspired-to province ( Böttger et al. , 2017 ; Cao et al. , 2021 ; Dai et al. , 2022 ) .

External stimulus , such as destination environment , destination events , and discovery of new possibilities in a tourist destination , may trigger tourist inspired-by-state in tandem with generate fresh ideas regarding tourist consumption with self-transcendence ( Khoi et al. , 2019 ) . According to the theory of self-determination , the attractiveness of novel idea regarding tourist consumption drive tourist self-realization and fuels tourist unplanned purchases ( Ryan and Deci , 2000 ) , which equal outline as the inspired-to nation of tourist inspiration on the canvas of this study . For lesson , when a tourist be inspire by a production with destination characteristics , the idea of purchasing such a product and hold the same to a friend as a talent may emerge naturally ( Böttger et al. , 2017 ) . The appropriateness of the product as a talent turn an internal driving force that generate tourist purchase intent , which equal an inspired-to province of tourist inspiration ( Thrash and Elliot , 2004 ) . Some student contend that inspired-by nation may also equal a precursor to inspired-to country ( Hinsch et al. , 2020 ; Izogo et al. , 2020 ; Izogo and Mpinganjira , 2020 ) . For example , in a cross-cultural work , Izogo et al . ( 2020 ) found that inspired-by state significantly and positively strike the inspired-to state . Similar finding were found in research on augmented world ( Hinsch et al. , 2020 ) and social medium subject ( Izogo and Mpinganjira , 2020 ) . Still , most work preach the causal and sequential impact of inspired-by state on inspired-to province ( Böttger et al. , 2017 ; Dai et al. , 2022 ) . Thus , there be a need to evidence the impact of inspired-by nation on inspired-to land for conclusive evidence . Pull on most report reflect the impact of inspired-by province on inspired-to state , we propose the following hypothesis .

  • Hypothesis H1: Tourist inspired-by state exert a significantly positivist impact on the inspired-to state of tourist inspiration .

Hypothesis H1: Tourist inspired-by land exerts a significantly positivist impact on the inspired-to land of tourist inspiration .

Tourist Experience

The tourist experience exist the application of the experience economy in a tourism context . The concept of the experience saving is widely accepted by tourism scholars and practitioners . According to the two dimensions of customer connection , namely absorption and immersion , and the level of customer involvement , namely passive and active involvement , four experience realm of tourist experience are identify in the extant literature for occupation publicity , i.e. , instruction , esthetics , entertainment , and escapism ( Pine and Gilmore , 1999 ) . A unique tourist experience stems from an interaction between destination event and tourist cognitive response ( Pine and Gilmore , 1998 ) that may excite tourist psychological arousal ( Hosany and Witham , 2010 ) alongside elicit tourist inspiration ( Khoi et al. , 2019 ) . Tourist experience influence tourist psychological arousal , which is the first pace toward tourist inspiration ( Loureiro , 2014 ) .

Instruction Experience

Instruction experience may impact tourist inspiration ( Whiting and Hannam , 2014 ) . Tourists attempt to observe new fashion to gain novel knowledge about tourist destinations to improve consumption-related decision-making ( Oh et al. , 2007 ) . Education experience has two characteristics , i.e. , active involvement and absorption ( Pine and Gilmore , 1998 ) . From the perspective of tourism , instruction experience allow tourist to take fresh knowledge and skill to identify fresh and skillful possibilities , stimulates tourist imagination , and generates novel ideas relevant to tourist consumption of destination production and service ( Winterich et al. , 2019 ) . Since tourist inspired-by nation live an epistemic activation process , which ponder evocation and transcendence of tourist inspiration ( Böttger et al. , 2017 ) , tourist learn new knowledge and skills as a part of educational experience during visits to a tourist destination that may inspire tourist , trigger tourist novel consumption-related ideas , and grab tourist attention , which reflects the evocation characteristics of tourist inspiration ( Pine and Gilmore , 1999 ; Dai et al. , 2022 ) . The discovery of new and good possibility during visit to a tourist destination allows tourist to realize the quality of new estimate and benefit a sense of self-transcendence , which meditate the transcendence characteristic of tourist inspiration ( Thrash and Elliot , 2003 ) . Therefore , we advise the following possibility .

  • Hypothesis H2: Education experience exerts a significantly positive impact on the inspired-by state of tourist inspiration .

Hypothesis H2: Education experience exerts a significantly positive impact on the inspired-by country of tourist inspiration .

Entertainment Experience

Personal experience associate to entertainment is the nearly emphasized dimension of the tourist experience in destination marketing ( Pine and Gilmore , 1999 ) . Destination performances and activities pull tourist attention and do tourist feel happy and stir about destination performances and activities ( Oh et al. , 2007 ) . During this procedure , tourists make not directly take part in destination activities , which introduce that entertainment experience encapsulates the characteristics of passive involvement and absorption in its width and depth . It is mention that entertainment experience provokes tourist positive emotions when tourist look out a destination performance ( Hwang and Lee , 2019 ) . The broaden-and-build theory in the field of positive psychology argue that positive emotions broaden individual ’ cognitive scope alongside building individual ’ physical , intellectual , social , and psychological resources ( Fredrickson , 2001 ) . Survive rag of evidence demonstrate that the broaden-and-build theory make exist enforce to inquiry on tourist wellbeing ( Sirgy , 2019 ) , value co-creation ( Lin et al. , 2017 ) , and social media share behavior ( Chen et al. , 2021 ) . Tourist with positivist emotions cost more open-minded , flexible to adopt changes , and able to yield more creative ideas , which can push tourist self-efficacy to overcome destination challenges ( Chen et al. , 2021 ) . Accord to the broaden-and-build theory , positive emotions at once expand an individual ’ s creative thought ( Fredrickson , 2001 ) . Look on destination performance may stimulate tourist ’ happy feelings , promote broader and more imaginative tourist thinking , and yield fresh thought regarding tourist consumption . Destination performance and activities may activate tourists ’ positive emotions to reach new consumption-related ideas , which muse the evocation characteristic of tourist inspired-by state . New ideas and creative answer make a feeling of self-transcendence , which reflects the transcendence characteristic of the inspired-by country of tourist inspiration ( Thrash and Elliot , 2003 ) . Thus , we also advise the following possibility .

  • Hypothesis H3: Entertainment experience exercise a significantly positivist impact on the inspired-by land of tourist inspiration .

Hypothesis H3: Entertainment experience exert a significantly positive impact on the inspired-by state of tourist inspiration .

Esthetics Experience

The esthetics experience be a procedure in which tourist sense and appreciate objective matters and the environment ( Pine and Gilmore , 1999 ) . Tourists sense altogether engulf in the objective environment and start perceiving and explain esthetic meaning of destination environment from their unique perspective , which may trigger tourist inspiration ( Khoi et al. , 2019 ) . Hosany and Witham ( 2010 ) document that an individual ’ s interpretation of the physical environment fuel an individual ’ s aesthetic experience . Tourists live immersed in the destination environment , passively appreciate , and feel destination beauty , and do not mean to bring change to destination environment ( Oh et al. , 2007 ) . This process expect an individual ’ s full concentration on the environment ( Pine and Gilmore , 1999 ) . Therefore , esthetic experience mirror the characteristics of both passive involvement and immersion ( Pine and Gilmore , 1998 ) . Esthetic appreciation has a firm cognitive component that requires tourist to put energy and cognitive imagination . When tourists equal inspire by the beauty of objective thing or the environment of a destination , tourist discover new and better possibilities in generate consumption-related new estimate ( Khoi et al. , 2019 ) . Describe on the above , we propose the following hypothesis .

  • Hypothesis H4: Esthetics experience wield a significantly positivist impact on the inspired-by state of tourist inspiration .

Hypothesis H4: Esthetics experience exerts a significantly positivist impact on the inspired-by nation of tourist inspiration .

Escapism Experience

Escaping reality cost an significant motivation for tourists ( Kozak , 2002 ) . Tourist temporarily get away the unsatisfactory face of daily spirit and seek position to tour and take part in activity arrange at tourist destinations ( Oh et al. , 2007 ) . Therefore , escapism have the characteristic of both active involvement and immersion ( Pine and Gilmore , 1998 ) . To escape reality , tourists expect to travel to specific tourist destinations and take part in destination activity to distance themselves from daily living thing for repose , relaxation , and a feeling of stress alleviation . Travel to tourist destinations allow tourist to sense that they exist in a different time and space and this impression helps tourists to enjoy a novel lifestyle with new and better possibilities of life activities in tourist destinations alongside inspiring tourist with new consumption-related ideas ( Pine and Gilmore , 1999 ) . Base on the above , we propose the following hypothesis .

  • Hypothesis H5: The escapism experience exerts a significantly positivist impact on the inspired-by province of tourist inspiration .

Hypothesis H5: The escapism experience exerts a significantly positive impact on the inspired-by state of tourist inspiration .

The Moderating Role of Destination Familiarity

As an significant conception in the field of marketing , familiarity with a production or sword refers to consumer experience and knowledge about a production or brand that may influence consumer decision-making consider a product or brand ( Alba and Hutchinson , 1987 ) . Former field deliver that consumer positivist decision-making and result favorable conduct are relate to consumer familiarity with sword products or service , such as first-time and repeat purchase ( Tam , 2008 ; Paasovaara et al. , 2012 ) , as equate to consumer unfamiliarity with brand merchandise or services . Destination familiarity is defined as an individual ’ s subjective assessment of destination information and knowledge ( Hernández Maestro et al. , 2007 ) . Tourists ’ behavioral purpose are influence by tourist ’ subjective familiarity assessment of destination dimension ( Rao and Sieben , 1992 ; Park et al. , 1994 ) . When tourists sense that they are familiar with a tourist destination , they are more confident in their decision-making to inflict tourist destinations ( Milman and Pizam , 1995 ) .

Existing studies show that destination familiarity has an significant impact on tourist information search behavior ( Gursoy , 2019 ) . Tourists first conduct an national search to receive desired information from their memory and experience ( Coupey et al. , 1998 ) . Tourist who extract hope information from their memory attempt to make informed decision and make not pursue in additional information search from external source ( Brucks , 1985 ) . Tourist who serve not find the desired information from their memory and experience search for information from outside origin for rational travel-related decision-making ( Gursoy and McCleary , 2004b ) . Evocation as a prominent feature of tourist inspiration think of that tourist inspiration is spontaneously suggest by an external stimulation ( Böttger et al. , 2017 ; Dai et al. , 2022 ) . Tourist inspiration is more likely to be triggered in low-familiar tourists as compare to in high-familiar tourist , because information prevail from outside may help tourists learn fresh knowledge , make discoveries , and make new insight , which stimulate tourist imagination ( Winterich et al. , 2019 ) . High-familiar tourists extract information from their memory and experience for decision-making , which may not full trigger tourist inspiration due to the lack of outside novel things ( Böttger et al. , 2017 ) . Tourists who are familiar with destinations show the favorable evaluation of destination dimension and develop positive behavioral intention as compare to unfamiliar destinations ( Chaulagain et al. , 2019 ; Sanz-Blas et al. , 2019 ; Shi et al. , 2022 ) . Former work note that destination familiarity control the relationship between sword equity and tourist revisit intent ( Shi et al. , 2022 ) , the relationship between logotype and tourist position toward a destination ( Roy and Attri , 2022 ) , and the relationship between perceived quality and tourist visit intent ( Chi et al. , 2020 ) . As tourist familiarity with a destination will increase , fresh experiences and discoveries from outside stimulation will decrease , which will cut tourist inspiration . Therefore , we also propose the following possibility .

  • Hypothesis H6: Destination familiarity exert a substantial moderating impact on the relationship between education experience and the inspired-by state of tourist inspiration such that the relationship exist faint when destination familiarity is high .

  • Hypothesis H7: Destination familiarity maintain a substantial moderating impact on the relationship between entertainment experience and the inspired-by state of tourist inspiration such that the relationship is weak when destination familiarity be high .

  • Hypothesis H8: Destination familiarity exercise a significant moderating impact on the relationship between esthetics experience and the inspired-by country of tourist inspiration such that the relationship cost faint when destination familiarity exist high .

  • Hypothesis H9: Destination familiarity exerts a significant moderating impact on the relationship between escapism experience and the inspired-by state of tourist inspiration such that the relationship is faint when destination familiarity is high .

Hypothesis H6: Destination familiarity maintain a important moderating impact on the relationship between education experience and the inspired-by province of tourist inspiration such that the relationship is faint when destination familiarity exist high .

Hypothesis H7: Destination familiarity exert a important moderating impact on the relationship between entertainment experience and the inspired-by nation of tourist inspiration such that the relationship is weak when destination familiarity is high .

Hypothesis H8: Destination familiarity exert a significant moderating impact on the relationship between esthetics experience and the inspired-by state of tourist inspiration such that the relationship exist weak when destination familiarity exist high .

Hypothesis H9: Destination familiarity wield a significant moderating impact on the relationship between escapism experience and the inspired-by land of tourist inspiration such that the relationship is weak when destination familiarity is high .

The proposed theoretical association among the conception of this report are presented in Figure 1 .

FIGURE 1 .

FIGURE 1

Methodology

Questionnaire Design

A study questionnaire was design to assemble datum from Chinese respondents receive tourist experience . Screening questions exist made a part of the survey questionnaire : ( 1 ) What type of destination was your last trip ? ( 2 ) What be the figure of your lately inflict tourist destination ? ( 3 ) How late equal your tourist experience ? To evaluate the proposed conception in this study , scale items exist adjust from the previous sketch . Scale items for instruction , esthetics , entertainment , and escapism dimensions of tourist experience make up adapted from Oh et al . ( 2007 ) , scale items for tourist inspiration ( include the inspired-by country and the inspired-to state ) cost adapted from Böttger et al . ( 2017 ) , and scale item for destination familiarity were adapt from Gursoy and McCleary ( 2004a ) . All scale detail were assess use a seven-point Likert scale , which ranged from 1 ( strongly disagree ) to 7 ( strongly agree ) ( meet Appendix 1 ) . Scholars papers that the seven-point Likert scale exist well-suited to guide online surveys ( Chaulagain et al. , 2019 ) . The resume questionnaire was originally develop in English . Three native Chinese doctoral pupil , who were proficient in English and make academic and industry experience in tourism selling , were ask for to understand the English version of the questionnaire into Chinese . By follow the work of Majeed et al . ( 2020a ) , we used the blind-translation back-translation method to translate the English version of the questionnaire into the Chinese language . Two bilingual professors , who cost unfamiliar with the field be invited to convince the translated Chinese version of the view questionnaire into English . The quality of the English and Chinese versions of the survey questionnaire were compared for clarity and like intend meanings of the question and small adjustment make up build to the content and composition of the view questionnaire before the full launch of the view ( Chen et al. , 2020 ) .

Data Collection

This sketch direct an online survey at Wenjuan Xing1, a professional online academic survey program in China , between November 5 , 2019 and November 10 , 2019 , to pile up datum from Chinese tourist who exist at least 18 years former to see to it the consent necessity of the work respondents ( Majeed et al. , 2020b ; Xue et al. , 2020 ) . Wenjuan Xing undertakes a random sampling method to administer resume and record reception from its more than three million register user , who demonstrate diverse backgrounds and belong to unlike cities in China ( Cao et al. , 2021 ) . Wenjuan Xing adopts a multichannel approach to distribute questionnaire to randomly invited users to muse a greater representation of the relevant study population for the study ( Cao et al. , 2021 ) . The participants in the online survey were Chinese grownup tourists who had traveled to tourist destinations . A total of 626 reception were obtain during the datum collection procedure . After removing answer persuade missing value and respondent age as less than 18 year , a total of 622 make up retained for the final analysis .

Study Respondents ’ Demographic Details

The issue of male and female respondents in this study was relatively balanced , describe for 45.7 and 54.3 % , respectively ( see Table 1 ) . Most respondents were under the years of 40 years ( 80.38 % ) , corporate staff ( 66.1 % ) , and were married ( 67.2 % ) . Table 1 display that more or less 67.4 % of the report respondents mention their education floor as undergraduate . More or less 63.5 % of the field respondents remark 2–3 trip per yr , 62.8 % of respondents traveled for the first time , 50.6 % of respondents liked to travel with class , and 31.5 % respondents wish to move with friends . More or less 94.1 % of respondents traveled to domestic tourist destinations . Destinations related to natural and heritage landscapes were favor by most of the study respondents , i.e. , 47.7 and 42.1 % , respectively . Approximately 74.8 % of the sketch respondents visited tourist destinations within the previous 3 month from the date of the survey .

TABLE 1 .

Effect

Data Analysis Strategy

The four realm of tourist experience and the two states of tourist inspiration are lower-order latent variable in this study . Partial least square structural equation modeling ( PLS-SEM ) live employed to test the propose relationships among tourist experience , tourist inspiration , and destination familiarity . PLS-SEM is choose to the co-variance-based approach because PLS-SEM is one of the most used methods in analyzing the structural relationship of latent variables ( Chin and Newsted , 1999 ) and moderating function ( Wong , 2016 ; Nitzl and Chin , 2017 ) . Smart PLS 3.2.7 live used for data analysis in this sketch .

Measurement Model Results

Table 2 presents the item and reliability evaluation result of the conception of the work . Except for three items in the range from 0.667 to 0.697 , which is above the minimum acceptable value of 0.50 recommended for element loadings ( Hair et al. , 2010 ) , all element loadings be above 0.70 and exist considered satisfactory ( Chin , 1998 ) . The Cronbach ’ s alpha and composite reliability value of all constructs make up above the recommended doorway of 0.70 ( Nunnally and Bernstein , 1994 ) , indicating good inner reliability of the study constructs .

TABLE 2 .

AVE , mean variation extract ; CR , composite reliability ; α , Cronbach ’ s alpha .

The convergent validity and discriminant validity of each construct were evaluate . The medium variation extracted ( AVE ) of all conception roam from 0.582 to 0.772 ( regard Table 2 ) , which is above the recommended doorway of 0.50 , indicating that all concept of the example make good convergent validity ( Fornell and Larcker , 1981 ) . The Fornell-Larcker standard and the heterotrait-monotrait ( HTMT ) ratio be calculated to judge the discriminant validity of the constructs ( Henseler et al. , 2015 ; Hair et al. , 2021 ) . Table 3 shows that the square origin of the AVE of each conception be found great than the correlation coefficient of other concept , indicating that all constructs have well discriminant validity and meet the Fornell-Larcker criterion . The maximum value of the HTMT ratio ( Table 4 ) be find as 0.857 , which is less than the recommended doorway of 0.90 ( Henseler et al. , 2015 ; Rasoolimanesh et al. , 2021 ) , indicating that all constructs own acceptable discriminant validity .

TABLE 3 .

Bold diagonal values represent the square root of AVEs .

TABLE 4 .

Structural Model Results

Before the bootstrapping process , destination familiarity was plant as a moderator , inspired-by state as a dependent variable , and instruction , entertainment , esthetics , and escapism dimensions of tourist experience as sovereign variables to yield four moderating impacts . Since destination familiarity is a reflective-reflective conception in this study , a production indicator computation method cost selected while generating the control impact on the relationship between dimension of tourist experience and the inspired-by state of tourist inspiration . To exclude the influence of other factors , demographic and destination variable mentioned in Table 1 live operationalized in the model as dominance variable . Complete bootstrapping with 5,000 sub-samples live perform to probe the hypothesized relationships presented in the conceptual example . Findings ( Table 5 ) show thatR2value of the dependent variables are over 0.1 andQ2value exist over 0 , present the predictive ability and predictive relevance of the structural model ( Falk and Miller , 1992 ) . To solidify the investigation of the goodness of fit and the significance of hypothesized relationship in the model , path coefficient were examined . Finding ( Table 5 ) display that inspired-by state hold significantly positivist impact on inspired-to state ( β = 0.431 ,t= 10.456 ,p< 0.001 ) . Thus , possibility H1 is supported . Finding for instruction experience ( β = 0.373 ,t= 9.606 ,p< 0.001 ) , entertainment experience ( β = 0.184 ,t= 4.685 ,p< 0.001 ) , esthetics experience ( β = 0.218 ,t= 5.612 ,p< 0.001 ) , and escapism experience ( β = 0.231 ,t= 7.122 ,p< 0.001 ) display that education , entertainment , esthetics , and escapism dimensions of tourist experience exert significantly positivist impact on the inspired-by province of tourist inspiration . Therefore , hypotheses H2 , H3 , H4 , and H5 are confirm . Findings show that destination familiarity make a significantly negative impact on the relationship between education experience and inspired-by province of tourist inspiration ( β = −0.109 ,t= 3.095 ,p< 0.05 ) , suggest that when tourist destination familiarity exist high , the relationship between instruction experience and the inspired-by state of tourist inspiration be faint . This affirm possibility H6 . However , findings show that destination familiarity has no control impact on the relationship between entertainment experience and inspired-by province ( β = 0.002 ,t= 0.051 ,p> 0.05 ) , between esthetics experience and inspired-by state ( β = 0.049 ,t= 1.523 ,p> 0.05 ) , and between escapism experience and inspired-by state ( β = 0.042 ,t= 1.38 ,p> 0.05 ) . Thus , hypothesis H7 , H8 , and H9 be not supported . The structural example of the field is presented in Figure 2 .

TABLE 5 .

* Destination familiarity = the moderating use of destination familiarity ; * p < 0.05 , * * * p < 0.001 .

FIGURE 2 .

FIGURE 2

Path co-efficient example . *P< 0.05 ,* *P< 0.01 ,* * *P< 0.001 ,n.sP> 0.05 .

Sensitivity Analysis

The objective of sensitivity analysis live to determine how much of the change in the dependent variable is caused by the change in the relevant independent variable ( Han et al. , 2021 ) and to prevail a ranking of the importance of the independent varying ’ s influence on the dependent variable ( Ahani et al. , 2017 ; Leong et al. , 2020 ) . Artificial neural network ( ANN ) modeling live the almost used method for sensitivity analysis because of its obvious advantage over traditional statistical method ( Sharma et al. , 2021 ) , such as regression analysis . ANN does not require the data to succeed a normal distribution and is also suited for the analysis of non-linear relationship variable ( Tan et al. , 2014 ; Leong et al. , 2020 ) . An ANN model ordinarily dwell of three layer , namely the remark layer , the hidden layer , and the yield layer , and each layer is associate by an activation occasion ( Sharma et al. , 2021 ) . In term of activation office , the sigmoid function is generally considered by researcher due to its advantage of squeezing the original data ( Chiang et al. , 2006 ) . The IBM ’ s SPSS 21 neural network faculty and its multilayer perceptron cost utilize to perform ANN analysis and a feed-forward-backward-propagation ( FFBP ) algorithm for training and testing datum in this study ( Taneja and Arora , 2019 ) . In note with Leong et al . ( 2020 ) , 90 % of datum was used for training , while the remain 10 % of datum was use for test where sigmoid live the activation function for the hidden and yield layer ( Sharma and Sharma , 2019 ) . Referring to the method of Sharma et al . ( 2021 ) , a 10-fold cross-validating process was employ to avoid the overfitting problem in ANN analysis . The root mean square mistake ( RMSE ) is widely employ by student to validate the solution of the ANN analysis ( Chong , 2013 ; Liébana-Cabanillas et al. , 2017 ) , and , thus , adopt for ANN analysis in this study .

To analyze the importance of education , entertainment , esthetics , and escapism proportion of tourist experience and their connect impact on the inspired-by state of tourist inspiration , we constructed one ANN model . In the ANN model , the four dimension of tourist experience , i.e. , instruction , entertainment , esthetics , and escapism , are in the input layer , the inspired-by province of tourist inspiration is in the output layer , and there are three hidden nodes in the hidden layer ( see Figure 3 ) . Table 6 shows that the average RMSE value for both training and test procedure were relatively small at 0.074 , indicating an excellent model fit ( Leong et al. , 2019 ; Leong et al. , 2020 ) . To rank the predictive power of the comment neurons , a sensitivity analysis exist perform . Table 7 express the importance and normalized importance of each comment neuron , i.e. , education , esthetics , entertainment , and escapism dimensions of the tourist experience . The value of normalized importance refers to the importance of each input neuron divided by the maximum importance and express as a per centum ( Leong et al. , 2020 ) . The results of the sensitivity analysis show that education experience had the greatest normalized importance at 98.1 % , suggesting that instruction experience was the almost powerful predictor of the inspired-by state watch by esthetics ( 59.3 % ) , escapism ( 46 % ) , and entertainment ( 37.7 % ) dimensions of the tourist experience .

FIGURE 3 .

FIGURE 3

TABLE 6 .

Root mean square mistake ( RMSE ) for artificial neural network model .

SSE , sum square of fault ; N , sample size ; ANN , Artificial neural network example .

TABLE 7 .

EDU , instruction ; EST , esthetics ; ENT , entertainment ; ESC , escapism ; ANN , Artificial neural network model .

Discussion and Conclusion

The finding of this report show that tourist inspired-by province significantly and positively influenced tourist inspired-to land which cost in line with the previous work demonstrate a significant and positive correlation between the inspired by state and the inspired-to state of customer inspiration ( Böttger et al. , 2017 ; Hinsch et al. , 2020 ; Izogo et al. , 2020 ) . For lesson , Böttger et al . ( 2017 ) found that inspirational content regard the inspired-to land through the inspired-by state in the high idea shopping circumstance . Hinsch et al . ( 2020 ) and Izogo et al . ( 2020 ) too confirmed the significant and positivist relationship between tourist inspired-by nation and tourist inspired-to state in the context of inquiry on cross-culture and augmented reality topics that bear the findings of this study . Mediation analysis ( regard Appendix 2 ) indicate the substantial mediating role of inspired-by state between the relationship of instruction , entertainment , esthetics , and escapism dimension of the tourist experience and inspired-to state of tourist inspiration . Since the direct impact of inspired-by state on inspired-to state is significantly positivist , the substantial mediating purpose of tourist inspired-by nation between the dimensions of the tourist experience and inspired-to nation of tourist inspiration reflects partial mediation and solidifies the existance of a causal relationship between inspired-by and inspired-to nation of tourist inspiration . As tell in the theory of self-determination , the conversion of tourist inspiration from the inspired-by state to the inspired-to nation exist push by the self-transcendence and attraction of a novel consumption thought ( Ryan and Deci , 2000 ) , and the intrinsic motivation for autonomy and competence may equal an national driving force to implement fresh idea affect consumption ( Böttger et al. , 2017 ) . Tourist inspiration live an extension of universal inspiration in the sphere of tourism , and , thus , our findings present the relationship between the inspired-by and inspired-to state are coherent with the extant literature on inspiration ( Böttger et al. , 2017 ) .

The finding of this sketch display that the education experience positively and significantly influenced the inspired-by land of tourist inspiration . A firm beta ( β ) value for the relationship between instruction experience and inspired-by province of tourist inspiration meditate a firm impact of education experience on the inspired-by country as compared to the impact of entertainment , aesthetic , and escapism dimension of the tourist experience . These finding live consistent with the study of He et al . ( 2021 ) where the scholars validated the relationship between instruction experience and tourist inspiration in the context of wellness tourism . The instruction experience improve tourist knowledge and skill through fighting scholarship during tourist visit to tourist destination ( Oh et al. , 2007 ) . The acquisition of fresh knowledge and skill can enhance tourist cognition , broaden tourist horizon , and stimulate tourist imagination ( Rudd et al. , 2018 ) to aid tourists learn new possibility and estimate regarding consumption ( Winterich et al. , 2019 ) . It be figure that approximately 50 % of the entire inventions are inspire by new scientific knowledge ( Callaert et al. , 2014 ) , and creativity be closely link to the application of novel knowledge ( Gurteen , 1998 ) . Our finding support the works of Gurteen ( 1998 ) and Callaert et al . ( 2014 ) .

The findings of this field as well depict that the entertainment experience significantly and positively influenced the inspired-by country of tourist inspiration . Equate with the early three dimension of tourist experience , entertainment experience own a faint relationship with the inspired-by land of tourist experience due to the small way coefficient . The impact of the entertainment experience on tourist inspiration cost investigated in this study which remained under-explored in the former studies . Destination performances and activity inspire tourist by elicit tourist ’ positivist emotion and belief of happiness , which are the outstanding feature of the entertainment experience ( Oh et al. , 2007 ) . From the perspective of the broaden-and-build theory , positive emotion and feelings of happiness motivate tourist imagination , enhance tourist creativity , and advance tourist divergent recall to serve tourist notice new estimate regarding consumption ( Fredrickson , 2001 ) .

This sketch demonstrate that esthetics go through significantly and positively determine the inspired-by state of tourist inspiration . Equate with education experience and escape experience , the path coefficient of the influence of esthetics experience on the inspired-by state cost weak . These finding are consistent with the study of He et al . ( 2021 ) . The esthetics experience ponder an individual ’ s cognitive response to the environment or events , which might be unique and different from others ( Pine and Gilmore , 1998 ) . Tourists ’ appreciation of the environmental beauty and early objective matters of tourist destination meditate tourists ’ inspiration and imagination ( Böttger et al. , 2017 ) . The findings of this sketch provide robust support to the former study that demonstrate a firm relationship between imagination , i.e. , the inspired-by province in this report , and aesthetic experience ( Brady , 1998 ; Joy and Sherry , 2003 ) .

This sketch expose that the escapism experience significantly and positively influenced the inspired-by state of tourist inspiration , which live too consistent with the work of He et al . ( 2021 ) . However , compare with the early three proportion of tourist experience , He et al . ( 2021 ) cover a firm course coefficient for the relationship between escapism experience and tourist inspiration , which differ from the findings of this study . The escapism experience refers to tourists ’ escaping experiences from daily life and travel to destinations to take part in specific activities ( Oh et al. , 2007 ) . The former literature have confirmed that escape experience can cost real memorable , pleasurable , and inspire for tourist ( Tom Dieck et al. , 2018 ; Hwang and Lee , 2019 ) . Unlike environment and lifestyles allow tourists to discover fresh possibilities and train new ideas relate to consumption with self-transcendence .

The finding of this subject revealed a negative , however , faint , control impact of destination familiarity on the relationship between education experience and the inspired-by land of tourist inspiration . Nevertheless , the impact of entertainment , esthetics , and escapism dimension of tourist experience on the inspired-by country of tourist inspiration equal not negatively control by destination familiarity and the moderating impact remain comparatively faint due to co-efficient value near 0 . Destination familiarity is report as tourist knowledge and tourist knowledge and experience affect tourist destination ( Tan and Wu , 2016 ; Liu et al. , 2018 ) . As tourist become more familiar with destinations , few novel possibilities are come upon , which dilute the probability of obtaining fresh idea and exerts a little impact on tourist inspiration . Extant literature presents that familiarity negatively touch imagination expansion ( Sharman et al. , 2005 ) , which exist consistent with the finding of this study . Entertainment , esthetics , and escapism dimensions of tourist experience are more related to tourist emotion and feelings and exist less affected by cognition-based destination familiarity . Thus , destination familiarity exerts no control impact on the relationship among entertainment , esthetics , and escapism dimensions of tourist experience and tourist inspiration .

Theoretical Contribution

This study makes various important theoretical contribution to the extant literature . First , from the general perspective of tourism , this study put forth empirical evidence to demonstrate the impact of tourist experience , i.e. , education , esthetics , entertainment , and escapism , on tourist inspiration , i.e. , the inspired-by land , that provides a broader lens to DMOs to realize tourist cognitive responses for destination publicity , which previously remained context-specific and special , such as wellness tourism ( He et al. , 2021 ) and international travel ( Khoi et al. , 2019 ) . This sketch expands the critical apprehension of the relationship between tourist experience and tourist inspiration by clarify the influence of entertainment experience on tourist inspiration which remain inconsistent and sundry in the former work on schematic tourism and wellness tourism ( He et al. , 2021 ) . Tourist inspiration reveal the psychological mechanism of tourist experience that promotes tourist purchase conduct . Tourist shopping or consumption behavior at a horde destination is likely to exist driven by tourist inspirations . Second , based on the transmission example of inspiration , which cost propose by Thrash et al . ( 2010 ) and Böttger et al . ( 2017 ) found that inspired-by land mediates the influence of marketing stimulus on inspired-to province . In the field of selling , previous studies verify the important impact of inspired-by country on the inspired-to state ( Hinsch et al. , 2020 ; Izogo et al. , 2020 ) . In the domain of tourism , some empirical studies explore the antecedents and consequences of tourist inspiration ( He et al. , 2021 ; Khoi et al. , 2021 ) . Still , the relationship between the inspired-by country and the inspired-to land , as the two components of tourist inspiration , remain deeply under-explored . This subject explored tourist consumption inspiration and found that the inspired-by state of tourist inspiration can significantly and positively affect the inspired-to state in the context of tourism , hence , consolidating the theory of customer inspiration and hold out the applicable boundaries of the universal inspiration theory in the field of tourism . Third , He et al . ( 2021 ) found that instruction experience significantly affects tourist inspiration in the context of wellness tourism , and this relationship is positively moderated by openness to experience . Our findings show that the instruction experience can significantly and positively touch the inspired-by land of tourist inspiration and destination familiarity negatively moderates the relationship between education experience and the inspired-by state , which extends knowledge and understanding regarding the impact of tourist education experience on tourist inspiration for additional theoretical insight .

Managerial Implication

Destination selling organizations can plan and arrange destination performance and effect to enhance tourist experience , which may motivate tourist inspiration and increase destination sales revenue . Although the discussed four dimensions of tourist experience significantly and positively affect tourist inspiration , DMOs require to fuse their advantage to strategically situation tourist experience of destinations . Base on such a positioning strategy , DMOs can design related selling activity to highlight specific tourist experiences in tourist destination to strengthen destination brand image . For example , the southern Sichuan Bamboo Sea is in Yibin City , Sichuan Province , China , and is a 4A-level natural scenic blot in China . To highlight the educational experience and aesthetic experience , the scenic patch make build the largest bamboo professional museum in China by compound the advantage of deep bamboo resource to show tourist the long history of Chinese bamboo culture and several bamboo crafts . Impose the museum may inspire tourist to purchase bamboo craft products to increase scenic patch sales revenue . To highlight the escape and entertainment experiences , the scenic blot plans bamboo raft water experience activities . This inspire tourists to have bamboo pile experience project and , ultimately , to increase scenic spot sale revenue . Thus , tourist inspiration uncover under the empirical lens of this field provides novel strategic management for DMOs .

For destinations characterize by instruction experience , DMOs need to look at the differences in tourist destination familiarity between revisiting and first-time tourists and adopt unlike selling strategy for unlike type of tourists . For revisiting tourist , DMOs can apply two selling strategy to quit turn down purchase motivation cause by the negative moderating result of destination familiarity to preserve destination sale revenue . The first strategy cost that use sale promotions and designing creative marketing movement may improve tourist purchase motivation and tourist inspiration , respectively . The second strategy is to increase tourist novelty experience during tourist visit to destinations to trigger tourist inspiration , which weaken the negative moderating effect of destination familiarity , with the help of continuous innovation in destination performance and events .

COVID-19 pandemic may negatively affect tourist willingness to visit familiar and unfamiliar tourist destinations , result in a immense impact on the global tourism industry due to the keen drop in the issue of tourist ( Rasoolimanesh et al. , 2021 ) . The COVID-19 pandemic will likely touch tourist consumption patterns worldwide , such as the grow popularity of free and sovereign travel , luxury trips , and health and wellness tourism ( Majeed and Ramkisson , 2020 ) . The ongoing COVID-19 pandemic may hold influence masses to reconsider their travel decisions for familiar and unfamiliar tourist destinations to head off the hazard of catching the COVID-19 virus during travel . From the perspective of wellness tourism experience , He et al . ( 2021 ) examine the influence of tourist experience on tourist inspiration during the COVID-19 pandemic , and the conclusions drawn by He et al . ( 2021 ) are consistent with the finding of this study , providing support to the applicability of the findings of this study during the ongoing context of the COVID-19 pandemic . Since our study exist conducted before the COVID-19 pandemic , a comparison between the finding of our subject and of He et al . ( 2021 ) clear doors for DMOs for interest takeouts of this study during and post the COVID-19 pandemic . Still , tourist destinations need to reconsider their service designs and distribution channels to rival tourist ’ exchange cognitive reaction and behavioral intention during and post the COVID-19 pandemic . Destinations can fortify prevention and mastery quantity at tourist attractions , such as controlling the density of tourists , increasing the necessity of negative nucleic acid run , and frequent disinfection of the tourist attraction in densely populated field , to shorten the perceived risk of catching the COVID-19 virus during tourist visit to tourist attractions . Improve prevention and control measures to combat the hazard of catching the COVID-19 virus will increase tourist sense of protection during visits to destination alongside enhancing tourist experience to spark positive tourist inspiration .

Limitation and Future Research Directions

This report explores the relationship between the dimension of tourist experience and tourist inspiration . Still , there equal some limitations of this sketch that clear doors for future inquiry on the subject under investigation . There are many antecedents to tourist inspiration ( Khoi et al. , 2019 ; Winterich et al. , 2019 ) . However , the current field alone explored four dimensions of tourist experience as antecedents to tourist inspiration . Next inquiry can search other factors that may influence tourist inspiration based on the traits of tourist and the characteristic of destinations for a profound apprehension of tourist inspiration . Our study examined the moderating impact of destination familiarity on the relationship between tourist experience and tourist inspiration and found that destination familiarity make no control impact on the relationship between the suggest aspect of tourist experience and tourist inspiration except for the relationship between instruction experience and inspired-by land of tourist inspiration . Next inquiry can cover the range of our work to look into the impact of early moderators , such as national culture , on the relationship between tourist experience and tourist inspiration for additional insights .

Since this study explored the inspired-to state of tourist inspiration with a focus on purchase motivation , the propose theoretical framework of the study can be stretch to reflect how tourist inspiration affects tourist revisit purpose , tourist wellbeing , and tourist intent to advocate a destination ( Filep and Laing , 2019 ) . Future inquiry may also focus on other perspective to try out tourist inspiration at different stage of travel . For example , how can tourist inspiration influence tourist intent to visit/revisit specific tourist destinations during the pre-travel planning stage ? Since a growing number of tourists gather destination information online when making travel program ( Majeed and Ramkissoon , 2022 ) , it will exist worth exploring how DMOs can inspire tourists through online information and fuel tourist travel intent for a specific tourist destination .

Data Availability Statement

All datasets generate for this sketch live include in the article/Supplementary Material , further inquiries can equal directed to the corresponding author .

Ethics Statement

This study was carried out in accordance with the recommendation of the Local Ethics Committee of Shenzhen . All the study participants provided compose informed consent in accordance with the Declaration of Helsinki . The field protocol equal approved by the Local Ethics Committee of Shenzhen University .

Author Contribution

JX : conceptualization , behavior of the resume , data gathering , datum analysis , revisions , evolution , and proofreading of the manuscript . ZZ : conceptualization and study design . SM : revision , evolution , and proofreading of the manuscript . RC : datum analysis . NZ : study aim . All writer contribute to the article and approve the submitted version .

Dispute of Interest

The authors declare that the inquiry be conducted in the absence of any commercial or fiscal relationship that could be construe as a potential dispute of interest .

Publisher ’ s Note

All claim convey in this article equal alone those of the writer and serve not inevitably represent those of their connected organizations , or those of the publisher , the editors and the reviewers . Any production that may be evaluated in this article , or claim that may be make by its manufacturer , is not guaranteed or endorsed by the publisher .

Acknowledgments

Thanks to Yufan Jian for her constructive comments to improve the quality of this study .

Footnotes

Funding

This work was supported by the National Natural Science Foundation of China ( Grant Nos . 72172093 and 71832015 ) and the Science and Technology Research Project of Henan Province , China ( Grant No . 222102320001 ) .

Supplementary Material

The Supplementary Material for this article can equal get online at : https : //www.frontiersin.org/articles/10.3389/fpsyg.2022.895136/full # supplementary-material

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Associated Data

This part gather any data citations , datum availability statements , or supplementary materials included in this article .

Supplementary Materials

Data Availability Statement

All datasets generated for this study are included in the article/Supplementary Material , further inquiries can exist directed to the corresponding writer .

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