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

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  • Wu, Cedric Hsi-Jui
  • Liang, Rong-Da

Abstract

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.

Suggested Citation

  • Wu, Cedric Hsi-Jui & Liang, Rong-Da, 2011. "The relationship between white-water rafting experience formation and customer reaction: a flow theory perspective," Tourism Management, Elsevier, vol. 32(2), pages 317-325.
    • Handle: RePEc:eee:touman:v:32:y:2011:i:2:p:317-325
    DOI: 10.1016/j.tourman.2010.03.001
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    7. Houge Mackenzie, Susan & Raymond, Eliza, 2020. "A conceptual model of adventure tour guide well-being," Annals of Tourism Research, Elsevier, vol. 84(C).
    8. Boqian Wei & Tingting Yang & Chih-Hsing Liu, 2021. "“Can Intelligence Make You Happy?” The Influence of Tourists’ Cultural Sustainability and Intelligence on Their Flow Experience," Sustainability, MDPI, vol. 13(22), pages 1-18, November.
    9. Andrei-Emil BRICIU & Dinu OPREA-GANCEVICI, 2011. "The Touristic Potential Of Water Resources In Suceava District," Revista de turism - studii si cercetari in turism / Journal of tourism - studies and research in tourism, "Stefan cel Mare" University of Suceava, Romania, Faculty of Economics and Public Administration - Economy, Business Administration and Tourism Department., vol. 11(11), pages 22-27, December.
    10. Dong-Woo Koo, 2018. "The Impact of Risk Perceptions of Food Ingredients on the Restaurant Industry: Focused on the Moderating Role of Corporate Social Responsibility," Sustainability, MDPI, vol. 10(9), pages 1-11, September.
    11. Tsaur, Sheng-Hshiung & Lin, Wei-Rong & Liu, Jui Shiang, 2013. "Sources of challenge for adventure tourists: Scale development and validation," Tourism Management, Elsevier, vol. 38(C), pages 85-93.
    12. Su, Lujun & Tang, Binli & Nawijn, Jeroen, 2020. "Eudaimonic and hedonic well-being pattern changes: Intensity and activity," Annals of Tourism Research, Elsevier, vol. 84(C).
    13. Zhang, Shu-Ning & Li, Yong-Quan & Liu, Chih-Hsing & Ruan, Wen-Qi, 2021. "Does live performance play a critical role in building destination brand equity — A mixed-method study of “Impression Dahongpao"," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    14. Baabdullah, Abdullah M. & Alalwan, Ali Abdallah & Algharabat, Raed S. & Metri, Bhimaraya & Rana, Nripendra P., 2022. "Virtual agents and flow experience: An empirical examination of AI-powered chatbots," Technological Forecasting and Social Change, Elsevier, vol. 181(C).
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    17. Kyguolienė Asta & Makutėnas Nerijus, 2017. "Measuring Gen-Y Customer Experience in the Banking Sector," Management of Organizations: Systematic Research, Sciendo, vol. 78(1), pages 77-93, December.

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