A look at the present and future: The power of emotions in the interplay between motivation, expectation and attitude in long-distance hikers. (March 2021)

• Record Type: Journal Article
• Authors: Happ, Elisabeth; Hofmann, Verena; Schnitzer, Martin
• Is Part Of: Journal of destination marketing & management. Volume 19(2021)
• Publication Date: 2021-03
• Subjects: Long-distance hiking -- Motivation -- Expectation -- Sport tourism -- Emotion -- Attitude -- Sport; Place marketing -- Periodicals; Tourism -- Management -- Periodicals; Electronic journals; 658.8005
• DOI: 10.1016/j.jdmm.2020.100527
• Languages: English
• ISSNs: 2212-571X

Abstract

Abstract: Recently there has been a trend towards multiday sports walking (i.e. long-distance hiking or = LDH). This study aims to provide deeper insights into motivations as represented by competition, exhibitionism, playing to the limit and sociability, as well as expectations, and attitudes towards LDH and to examine the correlation between these constructs. Based on the results of the qualitative approach (Study 1a: n = 8; Study 1b: n = 78), investigating typical characteristics of and motives for engaging in LDH, the quantitative main study (Study 2: n = 574) is based on the Expectation-Motivation-Attitude model in a LDH context. The results show that sport-based expectations drive LD hikers' motivation in terms of competition, exhibitionism, sociability and playing to the limit, which partially influence hikers' attitudes towards the activity and the visited destination since the direct effect of hikers' expectations on attitudes remains significant. Moreover, LD hikers' emotions act as a significant moderator in the link between motivation and attitude towards the activity and destination. This study enhances scientific knowledge by analysing the interplay between LD hikers' motivations, expectations, and attitudes towards the activity and destination by considering the power of emotions. Finally, the study shows that destinations need to adapt their tourism products to meet the expectations and needs of LD hikers. Highlights: Studies long-distance hikers' motivations, competition, exhibitionism, sociability and playing to the limit. Sport-based expectations drive long-distance hikers' motivation. Long-distance hikers' motivations partially influence their attitudes towards the activity. Long-distance hikers' motivations partially influence their attitudes towards the destination. The direct effect of hikers' expectations on attitudes remains significant.