The effect of tourist-to-tourist interaction on tourists' behavior: The mediating effects of positive emotions and memorable tourism experiences

Abstract

Tourist-to-tourist interaction is an important factor that affects tourist experience. Previous studies have revealed a significant relationship between tourist-to-tourist interaction and behavioral intention. However, few studies have explored the mechanism by which two types of tourist-to-tourist interaction (tourist-to-companion and tourist-to-stranger interactions) affect behavioral intention. Drawing on affective events theory, we constructed a model of the mechanism underlying these relationships. The results show that tourist-to-companion interaction directly and indirectly affects tourists' behavioral intention through positive emotions and memorable tourism experiences, whereas tourist-to-stranger interaction indirectly affects tourists’ behavior intention through positive emotions and memorable tourism experiences. This work enriches the existing literature on the relationship between tourist-to-tourist interaction and behavioral intention, and provides a theoretical basis for promoting this relationship.