Author Bios (50 Words for each Author)

Lina Xiong

Dr. Lina Xiong is a tenure-track Assistant Professor in the Department of Human Dimensions of Natural Resources at Colorado State University. Her research areas include internal branding, employee-based brand equity, and destination marketing. She is the director of US-China Tourism Lab for Destination Development and Wellbeing.

Haihong Wang (Correspondence author)

Dr. Haihong Wang is an Associate professor in the School of Business, Liaoning University, Shenyang, China. She is the correspondence author and can be contacted at, 770323583@qq.com. Her research interests include internal branding, service marketing, and destination marketing. She is also a Postdoctoral at China Tourism Academy.

Wenjun He

Miss Wenjun He is a Master candidate in the Department of Marketing and Tourism Management, School of Economics and Management, Wuhan University, Wuhan, China. Her research interest is tourism marketing.

Alan Bright

Dr. Alan Bright is a Professor in the Department of Human Dimensions of Natural Resources at Colorado State University. Al’s research focuses on a variety of human dimensions of natural resources issues, including social psychological aspects of recreation, tourism behavior, and public values and attitudes toward natural resource management.

Abstract (150 Words)

Domestic Chinese tourists traveling to rural destinations in China often face the challenge of local dialects. Based on the theories of flow (Csikszentmihalyi & Csikzentmihaly, 1990; Nakamura & Csikszentmihalyi, 2009), individuals’ need for uniqueness (Tian, Bearden, & Hunter, 2001), and confirmation-disconfirmation (Parasuraman et al., 1994), this study explores two main antecedents for visitors’ perceived absorption experiences during visits at destinations (i.e., the sense of immersion and feeling time flies). Specifically, we suggest that visitors are more likely to experience absorption when they have a positive attitude toward the local dialect of the destination as well as perceive the destination to be distinct. In addition, both of these effects are moderated by visitors’ evaluation of their experiences compared to their expectations (perceived consistency of destination of experiences). With a sample of 352 visitors in a rural destination in China, this study provides strong support for these propositions.

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Examining how time flies at destinations based on visitors’ perceived consistency of destination experiences

Domestic Chinese tourists traveling to rural destinations in China often face the challenge of local dialects. Based on the theories of flow (Csikszentmihalyi & Csikzentmihaly, 1990; Nakamura & Csikszentmihalyi, 2009), individuals’ need for uniqueness (Tian, Bearden, & Hunter, 2001), and confirmation-disconfirmation (Parasuraman et al., 1994), this study explores two main antecedents for visitors’ perceived absorption experiences during visits at destinations (i.e., the sense of immersion and feeling time flies). Specifically, we suggest that visitors are more likely to experience absorption when they have a positive attitude toward the local dialect of the destination as well as perceive the destination to be distinct. In addition, both of these effects are moderated by visitors’ evaluation of their experiences compared to their expectations (perceived consistency of destination of experiences). With a sample of 352 visitors in a rural destination in China, this study provides strong support for these propositions.