The influence of immersion on tourists’ satisfaction via perceived attractiveness and happiness

Purpose The purpose of this study is to propose and test a model that is composed of immersion, perceived attractiveness, happiness, satisfaction and behavioral intention in light of the extended cognitive-affective-conative model. Design/methodology/approach To test the suggested research model, 271 genuine on-site questionnaires were gathered. Findings Immersion was found to positively affect perceived attractiveness and happiness. It is also suggested that perceived attractiveness and happiness mediate the association between immersion and tourist satisfaction. Research limitations/implications This study also has advantageous marketing and management implications for destination managers and marketers to improve tourist satisfaction. Originality/value As per the authors’ knowledge, this is the very first study that inspects the mechanism by which how immersion influences tourist satisfaction.