Flow Experience Study of Eco-tourists: A Case Study of Hunan Daweishan Mountain Ski Area |
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| Authors: | ZHENG Qunming TANG Rong MO Ting DUAN Nijing LIU Jia |
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| Institution: | College of Tourism, Hunan Normal University, Changsha 410081, China |
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| Abstract: | Mountain skiing has become a popular winter ecotourism activity in China. Studying the loyalty of eco-tourists from the perspective of tourist experience is important to the continued development of mountain ski tourism. Based on the flow experience theory, we developed and tested a structural equation model to examine relationships among flow experience, positive emotions and the loyalty of eco-tourists. Survey data from 324 eco-tourists with skiing experience at Daweishan Mountain Ski Resort was used for exploratory factor, confirmatory factor and path analyses. Results revealed five dimensions of flow experiences of eco-tourists: Concentration on task at hand, Loss of self-consciousness, Transformation of time, Autotelic experience, and Challenge-skill balance. As hypothesized, influences of Transformation of time, Autotelic experience and Challenge-skill balance on positive emotions were significant and positive. Concentration on task at hand, Autotelic experience, Challenge-skill balance and positive emotions positively influenced the loyalty of eco-tourists. Suggestions for developing ecotourism products are discussed such as designing a conductive environment to activate flow experience, providing personalized service to promote positive emotion, and developing experiential tourism activities. |
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| Keywords: | Daweishan Mountain Ski Area eco-tourists flow experience positive emotion tourists' loyalty |
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