Experience value or satiety? The effects of the amount and variety of tourists’ activities on perceived experience

Abstract

In recent years, destinations have moved from designing products to focusing on creating experiences that engage and involve the tourist. This study explores the role played by the value of tourist experience and of satiety as mediators between experience intensity and variety as well as future visitor behaviour. Although the intensity and variety of the experience leads tourists to feel their experience has been richer and to appraising it positively, it might also bring unwanted consequences such as a feeling of saturation. The empirical study reveals that the extensiveness of the experience improves the perceived experience value, whereas intensiveness reduces the value and causes satiety in the tourist. Moreover, while the experience value reinforces the intention to return, the intention to recommend and the intensification of the experience, the feeling of satiety, on the other hand, reduces the intention to return and even the intention to recommend the destination.