Journal article
Seeking thrills during a crisis? A TSR and hierarchy of effects perspective of the transformative potential of travel
Journal of Services Marketing, Vol.37(4), pp.510-530
2023
Abstract
Purpose:
This study aims to theorise and empirically test a model based on the hierarchy of effects behavioural learning approach (“do-think-feel”) to explain how travel during a crisis assists consumer well-being. The paper also examines whether the effect travel has on well-being is serially mediated by perceived risk and resilience and moderated by the personality trait of sensation-seeking.
Design/methodology/approach:
This research uses a quasi-experimental design involving Australian consumers based on a sample of n = 307 who had travelled and n = 277 who had not during the COVID-19 pandemic (N = 584). A replication study (N = 290) is also undertaken to assess the robustness of the hierarchy of effects uncovered in the main study. Data were analysed using structural equation modelling (SEM) and Hayes PROCESS macro.
Findings:
The results reveal travellers have significantly higher levels of both hedonic and eudaimonic well-being than non-travellers, suggesting the transformative potential of travel experiences during a crisis. The transformative potential of travel is driven by perceived risk and psychological resilience, which mediate the relationship between travel frequency and well-being. Further, spotlight moderation analysis demonstrates that the effect of travel on well-being is most profound for those with lower levels of sensation-seeking. These relationships are also confirmed in the replication study.
Originality/value:
This research is among the first in transformative service research (TSR) to test the mediators of perceived risk and resilience together in a singular study, showing how experiences such as travel are potentially transformative. It also evaluates personality traits such as sensation-seeking as a moderating factor, which is uncommon in TSR. Further, this study empirically validates a do–think–feel behavioural learning approach, as opposed to other hierarchy of effects sequences that are dominant in TSR and the wider services marketing literature.
Details
- Title
- Seeking thrills during a crisis? A TSR and hierarchy of effects perspective of the transformative potential of travel
- Authors
- Rory Mulcahy (Corresponding Author) - University of the Sunshine Coast, Queensland, School of Business and Creative IndustriesShahab Pourfakhimi (Author) - University of the Sunshine Coast, Queensland, School of Business and Creative IndustriesGirish Prayag (Author) - University of CanterburyElham Falatoonitoosi (Author) - University of the Sunshine Coast, Queensland, School of Business and Creative IndustriesNoel Scott (Author) - University of the Sunshine Coast, Queensland, School of Business and Creative Industries
- Publication details
- Journal of Services Marketing, Vol.37(4), pp.510-530
- Publisher
- Emerald Publishing Limited
- DOI
- 10.1108/JSM-02-2022-0047
- Organisation Unit
- University of the Sunshine Coast, Queensland; Sustainability Research Centre; School of Business and Creative Industries
- Language
- English
- Record Identifier
- 99669298402621
- Output Type
- Journal article
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