How transport sightseeing experiences at an urban destination influence tourists’ future behavior

This paper examines how tourists’ recent experiences while visiting a tourism destination (TD) may affect individuals’ future intentions, and specifically their electronic word-of-mouth (eWOM) communication of their experience and intention to revisit the destination. By adopting sightseeing city tours as a study context and using the Schema Theory, this study shows that perceived value of bus sightseeing experience (PVBSE) contributes to enriching the overall experience at the destination. A proposed and tested model shows that PVBSE partially mediates the relationship between tourist emotions and eWOM, and fully mediates the PVBSE - revisit intention relationship. Given the scarcity of research on urban bus-sightseeing tours, this study contributes, both theoretically and managerially, to a better understanding of its influence on tourists’ future behavior.