PowerPoint

1
Effect of Experience on Cognition, Affect and
Satisfaction The Case of Japanese Visitors to
Macau
Yi Chen Xinran Y. Lehto Department of Hospitalit
y and Tourism ManagementPurdue University
Soojin Choi Department of TourismYong-In Univ
ersity
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Introduction

• Traveler satisfaction
• The relationship between satisfaction cognition
  and affect
  
• Experiences influence on the relationship

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Literature Review

• Hoch and Ha (1986), Kempt and Smith (1998)
• Experience of different types of products may be
  processed differently by consumers.
  
• Kempf (1999)
• Affective and cognitive responses to hedonic and
  functional products are at significant different
  levels and influences.
  
• Homburg, Koschate Hoyer (2006)
• The influence of cognitive evaluation increases
  while the influence of affect decreases over
  time.
  
• Experience has a moderating effect on the
  relationship between cognition, affect and
  satisfaction.
  

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Research Questions

• Whether and how cognitive assessment and
  affective response to a destination influence
  tourists satisfaction?
  
• To what degree prior visit experience moderates
  the relationship between cognition, affect and
  travel satisfaction?
  

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Research Model
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Methodology

• Visitor experience survey
• Macau, 2006, Japanese travelers, 181 respondents
• The cognition construct
• 20 cognitive items on 5-point Likert scale
• The affect construct
• Relaxing/Distressing, Gloomy/Exciting,
  Arousing/ Boring, and Pleasant/Unpleasant
  
• Travelers satisfaction
• Expectancy disconfirmation model
• Experience

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Results

• Socio-demographic characteristics
• 52.5 first-time visitors, 47.5 experienced
  visitors
  
• More males (57.9) than females (42.1)
• The majority were married (63.3)
• Around 56.2 had a bachelor degree or graduate
  degree and around a third (29.4) of them held
  professional positions

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Results

• EFA
• Culture and Heritage
• Facility
• Urban scenery
• Activity
• Comfortability

• CFA

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Results
Fit Indices and Path Coefficients
?
H1
H4
?
H5
H3
p 10
Results
Test for the Moderating effect of Experience
X
X
H5
H4
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Conclusions

• Cognitive and affective evaluations are
  significant predeterminants of destination
  satisfaction while affect has a greater impact on
  satisfaction.
• The effect of cognition on destination
  satisfaction judgments increases as their
  experience. accumulates while the effect of
  affect decreases however, influence of
  experience is limited.
• Influence from cognition to satisfaction and from
  cognition to affect stayed fairly stable from
  first-time to repeat visitors.

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Implications

• Practical implications
• Strengthen both cognitive and affective
  components of destination mix
  
• Incorporate travelers previous destination
  experience
  
• Effectively utilize cognitive or affective
  factors based on visitors prior destination
  experience

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Implications

• Theoretical implications
• Confirmed the dynamic role of cognition and
  affect on determining satisfaction within the
  tourism context
  
• Attested to the relatively limited influence of
  experience on destination satisfaction formation
  in the context of international tourism
  consumption
• Demonstrated the usefulness of using SEM
  Multi-group Comparison Analysis to rigorously
  test the significance of moderators
  

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Future Studies

• Longitudinal approach
• Separate the experienced tourists by different
  levels according to their involvement and number
  of visitations
  
• Test within broader geographic scopes and for
  more generic types of travelers

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Effect of Experience on Cognition, Affect and
Satisfaction The Case of Japanese Visitors to
Macau
Q A Thank You!
Yi Chen Xinran Y. Lehto Soojin Choi Purdue Univ
ersity