Relationships among Experience Economy, Tour Quality, Tour Satisfaction, and Word-of-Mouth in the Senior Tourism Context in Korea: The Moderating Role of Tour Guiding Services

The senior tourist market is growing, because the number of elderly people is increasing in Korea. It is widely accepted that experience in travel is more important than any other factor. Thus, the aim of this study was to examine the importance of the experience economy and its impact on outcome variables with the moderating role of tour guiding services in the senior tourism industry. This study more specifically proposed that there is a positive relationship between the four dimensions of the experience economy, which include education, entertainment, aesthetics, and escapism, and tour quality. In addition, it was proposed that tour quality has a positive influence on tour satisfaction and word-of-mouth. Lastly, this study investigated the moderating role of a tour guide service in the relationship between the experience economy and tour quality. The data were collected from 323 seniors who had experienced an overseas package tour in Korea. In order to test the proposed model, this study employed confirmatory factor analysis and structural equation modeling analysis. The data analysis results indicated that entertainment and aesthetics play a significant role in the formation of tour quality. The results of the data analysis also showed that tour quality has a positive influence on tour satisfaction, which in turn positively affects word-of-mouth. Furthermore, a tour guide service moderated the relationship between aesthetics and tour quality.