The role of autonomy, competence and relatedness: Applying self-determination theory to the integrated resort setting
International Journal of Contemporary Hospitality Management
ISSN: 0959-6119
Article publication date: 30 January 2019
Issue publication date: 30 January 2019
Abstract
Purpose
This study aims to apply the perspective of self-determination theory to investigate the effects of needs satisfaction on customers’ emotional bond and perceived fit with the integrated resort brand.
Design/methodology/approach
To provide empirical evidence, this study uses an online survey analyzed with structural equation modeling.
Findings
The results suggest how integrated resort experiences enhance the needs satisfaction for autonomy, competence and relatedness, and that customers are likely to have an attachment and compatibility with the brand. This study also documents that strong attachments and compatibility are predictive of behavioral intention.
Research limitations/implications
This study provides a theoretical perspective through self-determination theory for explaining how needs satisfaction impacts customers’ brand-related attitude, which can be used to guide future studies. Insights from this research will be used to design and evaluate customers’ experience in tourism and hospitality industry.
Originality/value
Although the concept of needs satisfaction has studied on the employees’ behavior, a scarcity of research has been offered to explain customers’ behavior. Thus, this study makes a significant contribution to the hospitality and tourism research by testing the needs satisfaction as an antecedent of customers’ brand-related behavior.
Keywords
Citation
Ahn, J. and Back, K.-J. (2019), "The role of autonomy, competence and relatedness: Applying self-determination theory to the integrated resort setting", International Journal of Contemporary Hospitality Management, Vol. 31 No. 1, pp. 87-104. https://doi.org/10.1108/IJCHM-01-2018-0088
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited