The effect of on-site experience and place attachment on loyalty: Evidence from Chinese tourists in a hot-spring resort

ABSTRACTAs an antecedent of place attachment, on-site experience plays a key role in obtaining customer loyalty in the context of a hot-spring resort operation. However, few studies have addressed the consequences of on-site experience in terms of its components and examined empirically the relationship between on-site experience and place attachment. This study was focused on ascertaining the dimensions of on-site experience and examining the relationship between on-site experience and loyalty through place attachment. A conceptualization of on-site experience is proposed, with three dimensions: environmental experience, on-site self-related experience, and on-site social interaction. The results revealed interesting relationships between components of on-site experience and place attachment. Finally, managerial implications of the results are discussed for managers of hot-spring resorts.