Exploring how mindfulness may enhance perceived value of travel experience

Sandra Maria Correia Loureiro, Nikolaos Stylos and Francisco J. Miranda

The Service Industries Journal, 2020, vol. 40, issue 11-12, 800-824

Abstract: This study aims to explore the effect of tourists’ mindfulness on the perceived value of travel experience (PVTE) through destination images (cognitive, affective, and conative) and tourist experiences. Data (n = 370) were gathered using a self-administered structured questionnaire distributed to travellers departing from Lisbon International airport towards Spain in July 2017. The results show the important role of mindfulness in shaping all dimensions of destination image. Tourist experience acts as a mediator between destination images and PVTE. However, perceived authenticity does not have a moderating, but rather a controlling effect on the relationship between tourist experience and PVTE. From a theoretical point of view, the study makes important contribution in conceptualising the influence of a tourist’s mindfulness on PVTE through destination image components and tourist experience. From a practical perspective, it offers practitioners and DMOs valuable insights into the effective design and implementation of suitable destination marketing activities.

Date: 2020
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DOI: 10.1080/02642069.2019.1600672

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The Service Industries Journal is currently edited by Eileen Bridges, Professor Domingo Ribeiro, Ronald Goldsmith, Barry Howcroft and Youjae Yi

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