Percorrer por autor "Piedade, David Alberto Encarnação"
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- The customer experience at the destination and behavioural intentions: exploring the role of tourists´ emotionsPublication . Piedade, David Alberto Encarnação; Guerreiro, Manuela; Valle, Patrícia Oom doCustomer experience, and its effects on tourism development, has been the focus of many researchers over recent decades. The continuous demand to increase customer experience levels has been the driving factor for businesses and marketing practitioners to understand how to implement added value to their regions as to obtain sustainable growth and competitive advantage. This challenge has led to researchers exploring the critical post-visit stage of the tourist visit, particularly focusing on the effect of emotions on customer experience. The experience of the visit has a direct effect on tourist’s emotions, and a successful impact at this stage leads not only to tourist loyalty, but also in tourist recommendation of the destination. The primary goal of this study was to address whether customer experience had a positive effect on loyalty, and on positive and negative emotions. Afterwards, we aimed to determine whether these positive and negative emotions themselves had an effect on tourist loyalty. A conceptual model was created to understand the correlations between four latent variables: touristic experience, positive emotions, negative emotions, and destination loyalty. The model was tested through by questionnaire data immediately retrieved post-experience from tourists in the Algarve, between 15th July and 15th September 2021 under the TurExperience project. The data was then analysed under descriptive statistics and utilized to validate the relationships between the constructs proposed in the conceptual model. All hypotheses were supported and validated, indicating that customer experience directly affects tourist’s loyalty at the destination, the Algarve. These results also show that positive and negative emotions with customer experience strongly influence tourist loyalty. Our findings highlight the importance to consider not only customer experience as a valuable tool in creating customer experiences at the tourism level, but also the role of positive emotions in creating experiences by introducing positive emotional stimuli to create memorability, leading to the sharing of these experiences and tourist retention.