Tourist's length of stay : the perspective of flow experience theory

Tourist's length of stay; flow experience; tourist destination; tourist behavior; destination value; destination loveThis study initiates an investigation into an underexplored topic, aiming to understand the mechanism of conceptual elements of flow experience theory: enjoyment, control, focus, and clear goals drive the tourist's length of stay (LOS). To enhance understanding, this study investigates the impact of destination value and destination love as additional outcomes of flow experience and examines how these variables contribute to the relationship between flow experience and LOS. The data in this study was collected from domestic and worldwide tourists visiting various tourist destinations in Indonesia using an English-language online questionnaire. A variance-based structural equation model (PLS-SEM) is used to evaluate each set of relationships between variables. The present study identifies that enjoyment, control, attention, and clear goals significantly influence the length of tourist stays through the experience of flow. Additionally, the experience of flow generates both value and a meaningful love with the destination. Moreover, destination love stems from destination value, further contributing to the relationship between flow experience and LOS. This exploratory study constructs a comprehensive model, offering a valuable resource for destination managers aiming to increase LOS and optimize benefits from tourist arrivals. Tourism is a highly valuable industry, contributing significantly to the growth of numerous other sectors. While attracting more tourists is crucial, encouraging them to extend their stay is equally important. This can be achieved by ensuring that tourists enjoy their visit, remain focused, feel in control, and have clear objectives. These factors collectively contribute to creating a 'flow experience'-a state of deep immersion and enjoyment-for tourists. When tourists experience this state of flow, they tend to value the destination more highly and may even develop a deep affection for it. Consequently, they are more likely to prolong their stay, benefiting both the destination and its associated sectors. Therefore, it is essential for managers of tourist destinations to develop strategies that foster enjoyment, focus, control, and clear goals for tourists.