Creating satisfaction and loyalty among tourists: the power of experiential tourism

Abstract The current research examines whether experiential tourism activities in the tourism industry can influence tourists’ behaviour. Using the stimulus-organism-response framework, the study examines how experience affects travellers’ intentions for satisfaction and loyalty among online travel agents (OTAs). Data were collected from 208 visitors across five travel destinations in India, specifically wildlife sanctuaries and national parks, to examine their lived experiences. The results were analysed using a partial least squares structural equation modelling (PLS-SEM) approach, indicating that experiential tourism indicators have a direct effect on customer engagement. The study suggests that experiential motivation is vital in shaping tourists’ satisfaction and loyalty. The results suggest that tourists are more likely to return to the OTA and recommend it to others if they have positive experiential motivation during their travel encounter. Moreover, the study highlights the importance of co-creation in the tourism industry. In the challenging competitive space, leveraging experiential strategies can help managers gain a competitive advantage. Travel retailers must focus on increasing tourists’ conscious participation and include certain activities that may motivate them and create enthusiasm. This study is one of the few in India to explore the relationship between experiential activities and tourist satisfaction and loyalty among wildlife sanctuaries and national parks travellers.