Journal Archive

korean management review - Vol. 50 , No. 1

[ Article ]
korean management review - Vol. 49, No. 6, pp.1499-1522
Abbreviation: kmr
ISSN: 1226-1874 (Print)
Print publication date 31 Dec 2020
Received 18 May 2020 Revised 26 Aug 2020 Accepted 28 Aug 2020
DOI: https://doi.org/10.17287/kmr.2020.49.6.1499

How to Increase the Revisit Intention on Tourism Experience: The Mediating Role of Rosy Retrospection and the Moderating Role of Retrieval Cues
Han-Na Jo ; Ji-Ho Choi
(First Author) Jeollanam-do Tourism Organization (92200607@naver.com)
(Corresponding Author) Chonnam National University Dept. Business Administration (jihocool@chonnam.ac.kr)

관광경험이 재방문의도에 미치는 영향: 긍정적 회상의 매개효과와 인출단서의 조절효과

Copyright 2011 THE KOREAN ACADEMIC SOCIETY OF BUSINESS ADMINISTRATION
This is an open access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted, distribution, and reproduction in any medium, provided the original work is properly cited.

Abstract

The purpose of this research is to investigate the role of rosy retrospection as a mediating variable and retrieval cues as a moderating variable in the research of the impact of tourism experience on revisit intention. In particular, it noted the role of rosy retrospection, which is the retrieval of information stored in memory, and predicted that tourism experience would affect the intention of revisiting by mediating rosy retrospection.

The analysis results of the study are summarized as follows. First, the tourism experience was shown to have a significant positive impact on rosy retrospection. Second, it was found that rosy retrospection had a significant effect on revisit intention and played a role as a mediating variable in the relationship between tourism experience and revisit intention. Third, as a retrieval cues, social media showed differences among groups based on utilization, but tourism souvenirs did not show differences among groups. Furthermore, groups with high social media utilization have strengthened the impact of tourism experiences on rosy retrospection.

This study suggested the importance of social media, a retrieval of memories, which is to increase the importance of retrieval cue and access to rosy retrospection, as a way to increase tourists' revisit intention.


Keywords: Tourism Experience, Rosy Retrospection, Retrieval Cues, Social Media, Tourism Souvenirs, Revisit Intention

References
1. Abendrith, L. J. and K. Diehl (2006), “Now or Never: Effects of Limited Purchase Opportunities on Patterns of Regret over Time,” Journal of Consumer Research, 33, pp.342-351.
2. Alba, J. W. and A. Chattopadhyay(1985), “Effect of Context and Part-Category Cues on Recall of Competing Brands,” Journal of Marketing, 22, pp.340-349.
3. Ali, F., K. Hussain and N. A. Ragavan(2014), “Memorable customer experience: examining the effects of customers experience on memories and loyalty in Malaysian resort hotels,” Social and Behavioral Sciences, 144, pp.273-279.
4. Anderson, D. D. and Hi Shimizu(2006), “Factors shaping vividness of memory episodes: Visitors’ long-term memories of the 1970 Japan World Exposition,” Memory, 15(2), pp.177-191.
5. Antina Z., M. K. Smith and L. Puczko(2018), “Experience-involvement, memorability and authenticity: The service provider's effect on tourist experience,” Tourism Management, 67, pp.111-126.
6. Barasch, A., G. Zauberman and K. Diehl(2017), “How the Intention to Share Can Undermine Enjoyment: Photo-Taking Goals and Evaluation of Experiences,” Journal of Consumer Research, 44, pp.1220-1237.
7. Barnes, S. J., J. Mattsson and F. Sørensen(2016), “Remembered experiences and revisit intentions: A longitudinal study of safari park visitors,” Tourism Management, 57, pp.286-294.
8. Bohanek, J. G., R. Fivush and E. Walker(2005), “Memories of positive and negative emotional events,” Cognitive Psychology, 19(1), pp.51-66.
9. Caprariello, P. A. and H. T. Reis(2012), “To Do, to Have, or to Share? Valuing Experiences Over Material Possessions Depends on the Involvement of Others,” Journal of Personality and Social Psychology, 104(2), pp.199-215.
10. Chen, H. and I. Rahman(2018), “Cultural tourism: An analysis of engagement, cultural contact, memorable tourism experience and destination loyalty,” Tourism Management, 26, pp.153-163.
11. Chen, C. F. and D. C. Tsai(2007), “How destination image and evaluative factors affect behavioral intention?,” Tourism Management, 28(4), pp.1115-1122.
12. Cho, K. W.(2015), “Exploring the Structural Relationship between Tourism Experience and Autobiographical Memory,” The Graduate School of Kyonggi University.
13. Choi, S. J., Kim, B. and Kah, J. H.(2020), “Exploring the Effect of Tourism Experience on Tourist Satisfaction and Destination Loyalty: Moderating Effect of Visit Experience,” Journal of Tourism Management Research, 24(1), pp.187-211.
14. Choi, Y. H.(2008), “The Effect of Attributes in Selection of Tourist Destination on the Level of Satisfaction of Tourists and the Intent to Revisit,” The Graduate School of Kyonggi University.
15. Chung, N. H., Lee, H. A. and Koo, C. M(2015), “The Effects of Social Media on Intention to Revisit Travel Destination: Focusing on Traveler’s Autobiographical Memory,” 2015 The Korea Society of Management information Systems Symposium, pp.163-168.
16. Cleary, A. M.(2015), “The use of cue familiarity during retrieval failure is affected by past versus future orientation,” Memory, 23(4), pp.590-601.
17. Coudounaris, D. N. and E. Sthapit(2017), “Antecedents of memorable tourism experience related to behavior intentions,” Psychology Marketing, 34, pp.1084-1093.
18. Cronin, J. J. and S. A. Taylor(1992), “Measuring Service Quality : A Reexamination and Extension, Journal of Marketing, 56(3), pp.55-68.
19. Fernandez, I, and D, Paez(2008), “The benefits of expressive writing after the Madrid terrorist attack: Implications for emotional activation and positive affect,” British Journal of Health Psychology, 13, pp.31-34.
20. Gentile, C., N. Spiller and G. Noci(2007), “How to Sustain the Customer Experience; An Overview of Experience Components that Co-create Value with the Customer,” European Management Journal, 25(5), pp.395-410.
21. Gordon, B.(1986), “The souvenir: Messenger of the extraordinary,” The Journal of Popular Culture, 20(3), pp.135-146.
22. Graburn, N. H.(2000), Souvenirs: The material culture of tourism, University of North London Voices in Development Management, Foreword. In M. Hitchcock & K. Teague(Eds.)
23. Han, H. J. and Chung, N. H.(2014), “A Role of Social Media on Tourism Information Sharing: Unified Model of Information and social influence,” Korea Management Review, 43(4), pp.1197-1220.
24. Han, M. H. and Kim, I. H.(1990), “Effect of Product and Brand Name Cues on Recall of Competing Brands,” Korea Management Review, 19(2), pp.67-86.
25. Helkkula, A., C. Kelleher and M. Pihlström(2012), “Characterizing Value as an Experience: Implications for Service Researchers and Managers,” Journal of Service Research, 15(1), pp.59-75.
26. Holbrook, M. B.(1993), “Nostalgia & consumption preference, Some emerging patterns of consumer tastes,” Journal of Consumer Research, 20(2), pp.245-256.
27. Hu, B. and H. Yu(2006), “Segmentation by craft selection criteria and shopping involvement,” Tourism Management, 28, pp.1079-1092.
28. Jani, D. and H. S. Han(2011), “Investigating the key factors affecting behavioral intentions,” International Journal of Contemporary Hospitality Management, 23(7), pp.1000-1018.
29. Jo, H. N.(2020), “Influence of the Memorable Tourism Experience on Behavior Intention: The Mediating effect of Rosy retrospection and The Moderating effect of Retrieval cues,” The Graduate School of Chonnam National University.
30. Jung, H, J. and Lee, I. J.(2018). “A Role of Souvenirs on the Attitude Formation Tourist Destination by Recollection On-site Tourism Experience,” Journal of Tourism Management Research, 22(7), pp.189-213.
31. Jyung, M. H.(2007), “Outbound Tourists' Information Search Behavior Model according to the Stages of Travel Experience,” The Graduate School of Hanyang University.
32. Kerstetter, D. and M. H. Cho(2004), “Prior Knowledge, credibility and information search,” Annals of Tourism Research, 31(4), pp.961-985.
33. Kim, J. H.(2010), “Determining the Factors Affecting the Memorable Nature of Travel Experiences,” Journal of Travel and Tourism Marketing, 27(8), pp.780-796.
34. Kim, J. H.(2014), “The antecedents of memorable tourism experiences: The development of a scale to measure the destination attributes associated with memorable experiences,” Tourism Management, 44, pp.34-45.
35. Kim, J. H.(2018), “The Impact of Memorable Tourism Experiences on Loyalty Behaviors: The Mediating Effects of Destination Image and Satisfaction,” Journal of Travel Research, 57(7), pp.856-870.
36. Kim, J. H., J. E. B. Ritchie and B. McCormick (2012), “Development of a Scale to Measure Memorable Tourism Experiences,” Journal of Travel Research, 51(1), pp.12-25.
37. Kim, J. H., “Korean, travel deeper and wider to one's liking than to a strange place,” Newsis 2019.1.29., Available at https://newsis.com/view/?id=NISX20190129_0000543798&cID=10701&pID=10700.
38. Kim, J. S. and Kim, J. M.(2018), “The Influence of the Brand Personality of Jeju Island Cultural Contents on the Tourism Satisfaction, Recommendation Intention, and Revisit Intention,” Journal of Communication Design, 63, pp.162-171.
39. Kim, S. E.(2013), “A Study on the Structure of Tourism Experience: Focusing on Novelty,” The Graduate School of Kangwon National University.
40. Kim, Y. I.(2010), “A Development of Service Quality Measurement Scales of Mobile Tourism Service: Focusing on Smartphone's Users,” The Graduate School of Sejong University.
41. Kim, Y. H. and Choi, B. K.(2019), “The effect of Tourism Experience on Place Attachment and Behavioral Intention,” Journal of Tourism Sciences, 43(3), pp.179-199.
42. LaTour, K. A. B., M. J Grinley and E. F. Loftus (2006), “Tourist memory distortion,” Journal of Travel Research, 44(4), pp.360-367.
43. Lee, H. A., Chung, N. H. and Koo, C. M.(2016), “The Effects of Social Media on Traveler's Autobiographical Memory and Intention to Revisit Travel Destination,” Information Systems Review, 18(3), pp.51-71.
44. Lee, H. A., Chung, N. H. and Koo, C. M.(2016), “The Effects of Social Media on Traveler's Autobiographical Memory and Intention to Revisit Travel Destination,” Information Systems Review, 18(3), pp.51-71.
45. Lee, S. H.(2018), “Effect Relationship among Lovemarks Experiences of Tourism Social Media, Memory, Continuous Use Intention, and Tourism Destination Loyalty,” Korea Association of Business Education, 33(3), pp.195-217.
46. MacCannell, D.(1973), “Staged authenticity: Arrangements of social space in tourist settings,” The American Journal of Sociology, 79(3), pp.589-603.
47. Ministry of Culture, Sports and Tourism(2019), 2018 National Travel Survey, Ministry of Culture, Sports and Tourism.
48. Mitchell, T. R., L. Thompson, E. Peterson and R. Cronk(1997), “Temporal Adjustment in the Evaluation of Event: The “Rosy View”,” Journal of Experimental Social Psychology, 33(4), pp.421-448.
49. Morgan, M. and F. Xu(2009), “Student travel experience: memories and dreams,” Journal of Hospitality Marketing & Management, 18, pp.216-236.
50. Oh, H., A. M. Fiore and M. Jeoung(2007), “Measuring Experience Economy Concepts : Tourism Applications,” Journal of Travel Research, 46, pp.119-132.
51. Parkin, A. J.(2000), Essential Cognitive Psychology, Psychology Press.
52. Petrick, J.(2004), “First Timers’and Repeaters’ Perceived Value,” Journal of Travel Research, 43(1), pp.29-38.
53. Pine Ⅱ, B. J. and J. H. Gilmore(1998), Welcome to the Experience Economy, Harvard Business Review.
54. Qin, P.(2015), “The Effect of Chinese Tourism Experiences on Revisit and Recommendation in Korea,” The Graduate School of Kyonggi University.
55. Quadri-Felitti, D. L., and A. M. Fiore(2013), “Destination loyalty: Effect of wine tourists' experiences, memories, and satisfaction on intention,” Tourism and Hospitality Research, 13(1), pp.47-62.
56. Ratner, R. K., B. E. Kahn and D. Kahneman(1999), “Choosing Less-Preferred Experiences for the Sake of Variety,” Journal of Consumer Research, 26, pp.1-15.
57. Reis, H. T., S. M. Smith and F. F. Tsai(2010), “Are You Happy for Me? How Sharing Positive Events With Others Provides Personal and Interpersonal Benefits,” Journal of Personality and Social Psychology, 99, pp.311-329.
58. Rosanensi, M., M. Madani, R. T. P. Wanggono, A. Setyanto, A. Agus Selameto and S. N. Wahyuni(2018), “Analysis Sentiment And Tourist Response To Rinjani Mountain Tour Based On Comments From Photo Upload In Instagram,” 2018 3rd International Conference on Information Technology, Information Systems and Electrical Engineering, pp.184-188.
59. Sharma, P. and J. K. Nayak(2019), “Understanding memorable tourism experiences as the determinants of tourists' behavior,” International Journal of Tourism Research, 21(4), pp.504-518.
60. Stamboulis, Y. and P. Skayannis(2003), “Innovation strategies and technology for experience-based tourism,” Tourism Management, 24(1), pp.35-43.
61. Sthapit, E. and D. N. Coudounaris(2018), “Memorable tourism experiences: antecedents and outcomes,” Scandinavian Journal of Hospitality and Tourism, 18(1), pp.72-94.
62. Sthapit, E. and P. Björk(2019), “Relative contributions of souvenirs n memorability of a trip experience and revisit intention: a study of visitors to Rovaniemi, Finland,” Scandinavian Journal of Hospitality and Tourism, 19(1), pp.1-26.
63. Swanson, K. K. and D. J. Timothy(2012), “Souvenirs: Icons of meaning, commercialization and commoditization,” Tourism Management, 33(3), pp.489-499.
64. Tully, S. and T. Meyvis(2017), “Forgetting to Remember Our Experiences: People Overestimate How Much They Will Retrospect About Personal Events,” Journal of Personality and Social Psychology, 113(6), pp.878-891.
65. Tung, V. W. S. and J. R. B. Ritchie(2011a), “Exploring the Essence of Memorable Tourism Experiences,” Annals of Tourism Research, 38(4), pp.1367-1386.
66. Tung, V. W. S. and J. R. B. Ritchie(2011b), “Investigating the memorable experiences of the senior travel market: An examination of the reminiscence bump,” Journal of Travel and Tourism Marketing, 28, pp.331-343.
67. Um, S., K. Chon and Y. Ro(2016), “Antecedents of revisit intention,” Annals of Tourism Research, 33(4), pp.1141-1158.
68. Venkatesh, A. B. and Suresh M(2016), “Factors Influencing Indian Tourism Promotion in Social Media,” 2016 IEEE International Conference on Computational Intelligence and Computing Research.
69. Wilkins, H.(2011), “Souvenirs: What and why we buy,” Journal of Travel Research, 50(3), pp.239-247.
70. Wirtz, D., J. Kruger, C. N. Scollon and E. Diener (2003), “What to Do on Spring Break?,” Psychological Science, 14(5), pp.520-524.
71. Yadav, J. K. and O. Krishnan(2017), “Memorable Tourism Experiences: Vivid memories and feelings of Nostalgia for Houseboat tourism,” Indian Institute of Management Kozhikode, pp.1-18.
72. Zauberman, G., R. K. Ratner and B. K. Kim(2008), “Memories as Assets: Strategic Memory Protection in Choice over Tims,” Journal of Consumer Research, 35, pp.715-728.
73. Zhang, H., Y. Wu and D. Buhalis(2018), “A model of perceived image, memorable tourism experience and revisit intention,” Journal of Destination Marketing & Management, 8, pp.326-336.

∙ The author Han-Na Jo is graduated from Chonnam National University with a degree in English Literature, and obtained a doctorate from the Department of Business Administration. After earning her doctorate, she is working as a marketing team leader at the Jeollanam-do Tourism Organization. The main areas of research interest are marketing practice, social network and CSR in the field of culture and tourism.

∙ The author Ji-ho Choi is currently a professor of business administration at Chonnam National University. He earned a doctorate from Korea University and worked at Hyundai-Kia Motors. The main areas of interest in research are academic fields such as distribution channels and relationship marketing, and research in practical fields such as the employment and labor market, the automobile industry, and the culture and tourism industry.