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Do tourists’ emotional experiences influence images and intentions in yoga tourism?

Pramod Sharma (Department of Management Studies, Indian Institute of Technology , Roorkee, Roorkee, India)
Jogendra Kumar Nayak (Department of Management Studies, Indian Institute of Technology , Roorkee, Roorkee, India)

Tourism Review

ISSN: 1660-5373

Article publication date: 2 May 2019

Issue publication date: 19 June 2019

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922

Abstract

Purpose

The purpose of this study is to investigate the influence of tourists’ emotional experiences on predicting behavioral intentions via cognitive, affective and overall image in yoga tourism.

Design/methodology/approach

This study was conducted using data collected from 398 tourists visiting a yoga tourism destination in India. Confirmatory factor analysis and structural equation modeling were used in analyzing the collected data.

Findings

The study confirmed that specific tourists’ emotions act as a predictor of cognitive, affective and overall image. This in turn influenced the behavioral intentions of tourists. The effect of specific emotions on affective image was stronger than on cognitive image in yoga tourism.

Practical implications

The marketing campaign of yoga tourism should highlight the special benefits of yoga to activate, stimulate and influence tourists toward yoga tourism, thereby improving the flow of future tourists. It would also help in better positioning and promoting yoga tourism as a unique and distinct niche tourism market.

Originality/value

This study contributed to the literature by understanding the predictive power of specific emotions on behavioral intentions via, cognitive, affective and overall image in yoga tourism. As far as the authors’ knowledge is concerned, this study is first known attempt to investigate such relationships in tourism literature.

Keywords

Citation

Sharma, P. and Nayak, J.K. (2019), "Do tourists’ emotional experiences influence images and intentions in yoga tourism?", Tourism Review, Vol. 74 No. 3, pp. 646-665. https://doi.org/10.1108/TR-05-2018-0060

Publisher

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Emerald Publishing Limited

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