The Simultaneous Effect of Emotional and Rational Response on Tourists' Intended Behavior

Abstract

In order to examine the simultaneous effect of emotional and rational reaction on tourists' intended behavior, this article investigates the relationships between satisfaction, perceived benefits and behavioral intentions. A study was conducted at three tourist destinations in Montenegro. In all, 357 tourists completed the questionnaire. Using structural equation modeling (SEM) technique, the research results reveal that both satisfaction, as an emotional reaction, and perceived benefits, as a rational reaction, significantly affect tourists' behavioral intentions, whereby perceived benefits exert the stronger impact (0.482 > 0.427). These research findings imply that the elements of the long-term rational reaction have a stronger influence on tourists' postconsumption intended behavior than their momentary emotional reaction.