Guanxi and future host invitations in VFR travel

Purpose This study examines how memorable visiting friends and relatives (VFR) experiences shape post-visit relational outcomes in China. Drawing on social exchange theory (SET) and guanxi, it focuses on the roles of nostalgia, reinforced trust, reciprocity and place identity in future invitations to former hosts. Design/methodology/approach A sequential exploratory mixed-method design was used. Study 1 comprised semi-structured interviews with Chinese VFR travelers and examined how guanxi-related relational dynamics were expressed after the visit. Study 2 used structural equation modeling (SEM) to test the relationships among memorable VFR experiences, nostalgia, trust, reciprocity, invitation intention and place identity. Findings Memorable VFR experiences were positively associated with nostalgia, trust, and reciprocity and each mechanism was positively associated with intention to invite former hosts. The three indirect effects were significant. Place identity strengthened the effects of nostalgia, trust, and reciprocity on invitation intention. Research limitations/implications The findings distinguish post-VFR relational maintenance from business-oriented guanxi and extend VFR research to the post-visit stage. They also indicate how destinations and hospitality providers can support reciprocal hosting and place-based sharing among relatives and friends. Originality/value The study contextualizes guanxi in VFR travel by identifying nostalgia, reinforced trust and reciprocity as post-visit relational mechanisms. It also identifies place identity as a boundary condition that helps explain when these mechanisms are more likely to translate into future hosting intentions.