Unperplexing the nexus between physical evidence and guest retention at beach resorts: multiple sequential mediation models

ABSTRACT Although research evidence shows the link between physical evidence and guest retention, we have limited knowledge about why and how this relationship works and is activated. To untangle this association, this paper examines how physical evidence influences three psychological factors (i.e. guest delight, emotional well-being, and overall image), as well as mediating the relationship between indoor and outdoor physical evidence and guest retention. The cognitive appraisal theory and the stimulus-organism-response model were employed in the study model. Data were gathered from 428 guests staying at seven five-star beach resorts in Sharm El-Sheikh. The Smart-PLS findings show that overall resort image, guest delight, and emotional well-being partially and serially mediate between physical evidence and guest retention. The findings offer theoretical and practical contributions to managing the guest experience journey in beach resorts. Graphical abstract