Understanding the effect of millennial tourists' accommodation service experiences using structural equation modeling techniques : an emerging economy context

The purpose of this study is to investigate the role of millennial tourists' accommodation service experiences (ASEs) on their satisfaction, word-of-mouth (WOM) and revisit intentions (RIs) in an emerging economy. A survey instrument was used to collect cross-sectional data from millennial tourists, and the 282 valid datasets were analyzed using structural equation modeling. The results demonstrated that ASE had a beneficial impact on satisfaction and WOM but not on RI. Significant positive associations between tourist satisfaction, WOM and RI were also discovered. Additionally, WOM research sheds new light on how the ASE of millennial tourists affects their satisfaction, WOM and propensity to return. Furthermore, results show that WOM intentions and satisfaction mediate the relationship between ASE and RIs. The study presents a unique research context, the application of advanced statistical techniques and the comprehensive investigation of key outcome variables in the context of millennial tourists' ASEs in an emerging economy. This study contributes significantly to the body of knowledge in the field of tourism research, aiming to meet long-term goals in a sustainable way for the hospitality industry operators by integrating ASE, satisfaction, WOM and RI. Additionally, the study presents the mediating role of WOM and satisfaction in the millennial tourists' emerging country context.