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Abstract

Positive tourist experiences are crucial for the continued success of tourist destinations around the world. In the literature, mindfulness theory has emerged as a vehicle for studying the factors that influence tourist experiences (e.g. Moscardo, 1996). The purpose of this study is to test an adapted mindfulness model using data from a survey of tourists in Fiji. Hypothesized relationships were examined between: (1) the antecedent concepts to mindfulness (novelty seeking motivation and mindful oriented services) and mindfulness, (2) mindfulness and tourists’ emotions, and (3) the influence of tourists’ emotions on tourists’ satisfaction and destination loyalty. The results indicate a good fit of survey results with the adapted model. In addition to furthering the literature on mindfulness theory, the results of this study have implications for tourism development and marketing. Future researchers should seek to replicate the model in other unique destinations and settings.

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The Influence of Mindfulness on Tourists’ Emotions, Satisfaction and Destination Loyalty in Fiji

Positive tourist experiences are crucial for the continued success of tourist destinations around the world. In the literature, mindfulness theory has emerged as a vehicle for studying the factors that influence tourist experiences (e.g. Moscardo, 1996). The purpose of this study is to test an adapted mindfulness model using data from a survey of tourists in Fiji. Hypothesized relationships were examined between: (1) the antecedent concepts to mindfulness (novelty seeking motivation and mindful oriented services) and mindfulness, (2) mindfulness and tourists’ emotions, and (3) the influence of tourists’ emotions on tourists’ satisfaction and destination loyalty. The results indicate a good fit of survey results with the adapted model. In addition to furthering the literature on mindfulness theory, the results of this study have implications for tourism development and marketing. Future researchers should seek to replicate the model in other unique destinations and settings.