The affective impact of sightseeing bus tour experiences: using Affective Events Theory (AET) to examine length-of-stay and electronic word-of-mouth

This study investigates the key components and influences of positive affect and electronic word-of-mouth (eWOM) on tourist visits at two developing urban destinations, namely Birmingham, United Kingdom and Valencia, Spain. These two data collection sites yielded evidence gathered from 627 and 615 sightseeing bus tourists, respectively. Through the analytic lens of Affective Events Theory (AET), data was examined, and results verify the significant mediating role of affect in two regards: (1) tourists’ decision to extend their visits, and (2) eWOM of sightseeing bus tour experiences. The moderating role of past sightseeing experiences in these relationships was also supported by the data analysis. This paper further strengthens the role of affect in tourism management scholarship as well as expands Affective Events Theory from the work-setting into the tourism context thus marking a new research trail. Practical implications for tourism destination management organizations (DMOs) are also discussed.