Development of Convention Visitors’ Place Attachment Through Excursion Opportunities: An Application of the Arousal‐Interaction‐Pleasure Model

Abstract

Attending conventions involves both leisure activities and work-related experiences. Convention hosts often offer excursion programs as spin-off programs to enhance attendees’ overall convention experience. Through these programs, visitors can explore the touristic and recreational attractions of the destination, ultimately developing a special connection to it. With this in mind, this study examines the importance of excursion experiences in developing convention attendees’ place attachment by adopting the arousal-interaction-pleasure (AIP) model. The study explores and empirically tests the relationship between excursion program experiences and place attachment, using a sample of foreign convention visitors to Jeju Island, South Korea. The analysis is based on 326 cases, and structural equation modeling is employed to test research hypotheses. The study found that 1) the authenticity of the experience and the tour guide’s quality are crucial factors in preparing a successful excursion program; 2) an excursion experience significantly predicts place attachment to the destination.