The Relationship between Tour Guide Humor and Tourists’ Behavior Intention: A Cross-Level Analysis

Abstract

This study investigated how tour guide humor could influence tourists’ behavioral intentions in tour groups. Drawing on affective events theory, we explored the mediating role of positive emotion and the moderating role of the personality trait of openness on the influence of tour guide humor on behavioral intentions. Data were collected from 888 tourists nested within 52 tour groups. Findings clearly indicated that tour guide humor influenced tourists’ behavioral intentions directly, and indirectly through positive emotion. Furthermore, tourists’ openness significantly moderated the effects of tour guide humor on tourists’ positive emotion. Specifically, tourists with low openness were more likely to experience positive emotion as a result of tour guide humor. Additionally, tourists’ openness weakened the indirect relationship between tour guide humor and tourists’ behavioral intentions through positive emotion.

Does Positive Contact Between Residents and Tourists Stimulate Tourists’ Environmentally Responsible Behavior? The Role of Gratitude and Boundary Conditions

“…This implies that common method variance may still be a potential menace when exploring the relationships among the variables. Following Tu et al (2020), we checked the risk level of common method variance by controlling for unmeasured latent method factors (Podsakoff et al 2003). Specifically, we introduced a latent variable, CMV, which loaded on all items of the four latent variables (positive contact, agreeableness, gratitude, ERB).…”

“…Likewise, for the relationship quality construct, trust, satisfaction, and commitment also represent high-quality social exchange relationships (Blau 1964;Palmatier et al 2009) and can be incorporated into the model in future studies. In addition, this study ignored the potential effect of positive contact on tourists' post-travel behavior, such as tourist loyalty (Stylos and Bellou 2019), recommendation intention, and word of mouth (Tu et al 2020). Research on whether such behaviors constitute a reciprocal response to positive contact would be worth exploring.…”

The effects of job crafting on tour leaders’ work engagement: the mediating role of person-job fit and meaningfulness of work

“…As actors in the tourism and hospitality industry, they provide diverse services, such as organizing travel itineraries (Carrillo et al , 2020a; Teng and Tsai, 2020). As they ensure the safety and satisfaction of tourists, tour leaders are the proverbial “soul” of the tourism industry (Al Jahwari et al , 2016; Caber et al , 2019; Tu et al , 2020; Wong and Wang, 2009).…”

Re-enactment in Lighter Dark Tourism: An Exploration of Re-enactor Tour Guides and Their Perspectives on Creating Visitor Experiences

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