Abstract
This study investigated how tour guide humor could influence tourists’ behavioral intentions in tour groups. Drawing on affective events theory, we explored the mediating role of positive emotion and the moderating role of the personality trait of openness on the influence of tour guide humor on behavioral intentions. Data were collected from 888 tourists nested within 52 tour groups. Findings clearly indicated that tour guide humor influenced tourists’ behavioral intentions directly, and indirectly through positive emotion. Furthermore, tourists’ openness significantly moderated the effects of tour guide humor on tourists’ positive emotion. Specifically, tourists with low openness were more likely to experience positive emotion as a result of tour guide humor. Additionally, tourists’ openness weakened the indirect relationship between tour guide humor and tourists’ behavioral intentions through positive emotion.
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