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The Relationships among Experience, Delight, and Recollection for Revisit Intention in Chocolate Exposition

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  • Hyeon Mo Jeon

    (Department of Hotel, Tourism, and Foodservice Management, Dongguk University-Gyeongju, Gyeongju 38066, Korea)

  • Se Ran Yoo

    (Department of Foodservice Management, Kyung Hee University, Seoul 02447, Korea)

  • Seon Hee Kim

    (Department of Culinary and Foodservice Management, Sejong University, 209, Neungdong-ro, Gwangjin-gu, Seoul 05006, Korea)

Abstract

This study examined the relationship among holistic experience and delight, recollection, and revisit intention, in visitors to a chocolate exposition, to confirm the factors influencing their revisit intention. To accomplish this objective, a sample of 280 visitors to the Salon du Chocolat was utilized. The findings revealed that the visitors’ memorable on-site experiences had a positive impact on their sense of delight and recollection. These emotions were shown to positively influence their intention to revisit the exposition. In conclusion, the on-site experiences of sense, feel, think, act, and relate, were the most important determinants of revisit intention among visitors. The findings of this study meaningfully contribute to theory by applying the concepts of experiential marketing to food expositions. Our study also proposes practical suggestions for hosting food expositions in a post-COVID world. The theoretical framework proposed and tested for model validation lay the foundation for future research on experiential marketing of food expositions.

Suggested Citation

  • Hyeon Mo Jeon & Se Ran Yoo & Seon Hee Kim, 2020. "The Relationships among Experience, Delight, and Recollection for Revisit Intention in Chocolate Exposition," Sustainability, MDPI, vol. 12(20), pages 1-15, October.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:20:p:8644-:d:430998
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    References listed on IDEAS

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    1. J.J. Brakus & B.H. Schmitt & L. Zarantonello, 2009. "Brand Experience: What Is It? How Do We Measure It? And Does It Affect Loyalty?," Post-Print hal-00799102, HAL.
    2. Se Ran Yoo & Suk Won Lee & Hyeon Mo Jeon, 2020. "The Role of Customer Experience, Food Healthiness, and Value for Revisit Intention in GROCERANT," Sustainability, MDPI, vol. 12(6), pages 1-14, March.
    3. Chen, Ching-Fu & Chen, Fu-Shian, 2010. "Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists," Tourism Management, Elsevier, vol. 31(1), pages 29-35.
    4. Jang, SooCheong (Shawn) & Namkung, Young, 2009. "Perceived quality, emotions, and behavioral intentions: Application of an extended Mehrabian-Russell model to restaurants," Journal of Business Research, Elsevier, vol. 62(4), pages 451-460, April.
    5. Alev Kocak Alan & Ebru Tumer Kabadayi & Cengiz Yilmaz, 2016. "Cognitive and affective constituents of the consumption experience in retail service settings: effects on store loyalty," Service Business, Springer;Pan-Pacific Business Association, vol. 10(4), pages 715-735, December.
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    Cited by:

    1. Gisela Demo & Karla Coura & Fernanda Scussel & Graziela Azevedo, 2021. "How Do Brazilian Consumers Relate to Chocolate Brands? Validity and Reliability Evidence of the Chocolate Brands Relationship Scale," Sustainability, MDPI, vol. 13(10), pages 1-22, May.

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