Structural relationships between safety attachment, experiential co-creation and future experiential intentions in the tourism industry

Hung-Che Wu, Ya-Yuan Chang and Tsung-Pao Wu

Journal of Global Scholars of Marketing Science, 2023, vol. 33, issue 1, 45-69

Abstract: This paper aims to explore the relationships between the dimensions of safety attachment, the dimensions of experiential co-creation and future experiential intentions. A convenience sample of 505 tourists who had departed from Hartsfield–Jackson Atlanta International Airport via direct flights to a destination outside the USA during the 2019-nCoV (COVID-19) outbreak was surveyed. The results will assist tourism managers in developing and implementing market-orientated service strategies to increase safety identity, safety dependence, safety affect, safety social bonding, experiential trust, experiential commitment and experiential connection in order to enable tourists to have future intentions to experience the destination during the COVID-19 outbreak. Findings are generalizable only to the tourism industry investigated.

Date: 2023
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DOI: 10.1080/21639159.2021.2001351

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