Relationship Between Guest Experience, Personality Characteristics, and Satisfaction: Moderating Effect of Extraversion and Openness to Experience

Abstract

Based on the experience economy concept, this study develops a model that incorporates guest experiences, satisfaction, return intention, word of mouth (WOM), and personality traits. Quasiexperimental design has been used with the manipulation of different experience scenarios. This allows for the testing of causal relationships between the different types of experiences and the three dependent variables of satisfaction, return intention, and WOM. The final elements of the proposed model are personality traits measured using the “Big Five” model. MANOVA was utilized to test the effect of manipulations on the dependent variables. Additionally, the moderating effect of openness to experience and extraversion was tested. The second stage involved the creation of a structural equation model that tested the relationship between four different experience dimensions.