The relationship between white-water rafting experience formation and customer reaction: a flow theory perspective

White-water rafting is an exciting form of water adventure that not only satisfies the need of tourists to interact with nature, but also represents an invigorating recreational experience, thereby explaining why it has become a popular adventure tourism activity in Taiwan. Although a few studies have analyzed multiple tourist tourism experiences, there is still a lack of research adopting the flow experience perspective to understand tourist motivations when participating in rafting activities. Therefore, this study adopts the concept of flow experience to examine the relationships among experience antecedents, flow experience and result variables. The statistical results show that tourist rafting skill, level of challenge of rafting activity and playfulness significantly and positively influence tourist flow experience that, in turn, promotes a positive mood and satisfaction. Moreover, tourist satisfaction significantly and positively influences tourist loyalty. Finally, the research findings and theoretical and managerial implications are discussed.