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Impression of Liusanjie: Effect of mood on experience and satisfaction
Author(s) -
Huang Yanling,
Scott Noel,
Ding Peiyi,
Cheng Daopin
Publication year - 2010
Publication title -
international journal of tourism research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.155
H-Index - 58
eISSN - 1522-1970
pISSN - 1099-2340
DOI - 10.1002/jtr.829
Subject(s) - mood , psychology , structural equation modeling , experiential learning , visitor pattern , impression , social psychology , consumer satisfaction , applied psychology , advertising , business , computer science , mathematics education , machine learning , programming language
This paper examines the effect of mood on satisfaction derived from experiencing an iconic and immersive cultural performance in Guilin, China called Impression of Liusanjie using structural equation modeling. Mood, together with visitor expectations and performance evaluations, was found to be significantly related to satisfaction and future intentions to recommend the show to others. Satisfaction was more strongly related to experiential evaluation of the performance than with attribute evaluation. The results indicate that understanding the mood and experiential outcomes for visitors at a performance is important increasing satisfaction and word‐of‐mouth recommendations. Copyright © 2010 John Wiley & Sons, Ltd.