Love at First Site: How Distinct Places Drive On-the-Spot Behavior

Love at First Site: How Distinct Places Drive On-the-Spot Behavior

Abstract

The desire to share real-time travel experiences is a curiosity that intrigues many. At the heart of this desire lie the unique attributes of various destinations that foster a sense of attachment. This study aimed to explore the psychological mechanisms based on the location that drive tourists to engage in real-time On-the-Spot behavior (OSB). Our findings underscore the pivotal mediating role of place attachment in the link between the sense of distinction and satisfaction derived from a location, and the subsequent OSB during a tourist's visit. By gaining a more comprehensive understanding of the processes that precede OSB, marketers can better determine how the distinctive elements of their tourism offerings can cultivate place attachment - a combination of dependency on and affection for the place.

Keywords: place attachment, place distinction, place love, place dependence, on-the-spot behavior

Introduction

Imagine you are on vacation, in a place that's captured your heart. As you explore, you instinctively snap pictures and instantly share them on platforms like Facebook and Instagram. Looking around, you notice other tourists doing the same. But what prompts us to share these real-time travel experiences? Do we share from every place we visit, or are we more likely to share from distinctive places we feel a deep connection with and hold a special place in our hearts?

In a quest to answer these questions, our research delved into tourists' On-the-Spot Behavior (OSB) immediate sharing of travel experiences, such as photos of a site, through social media platforms (Prideaux et al., 2018). The rise of social media technologies like Facebook now enables tourists to immerse others in their visual journey and receive instant appreciation and endorsements (Izogo et al., 2021; Pachucki et al., 2022). These alterations in tourists' OSB bear significant implications for destination marketing (Li et al., 2022; Narangajavana Kaosiri et al., 2019), prompting marketers to leverage these changes for their benefit (Kapoor et al., 2022; Kumar et al., 2022).

Our study stands out in two respects. Firstly, while previous research has predominantly focused on isolated aspects of tourist sharing behavior, such as taking photos (Liao et al., 2021) or electronic word of mouth (Li et al., 2022), our study comprehensively examined OSB, encompassing both photo-taking and real-time social media sharing of experiences. Secondly, we explored tourists' (who inherently possess different qualities than residents) perception of a place and their consequent OSB, in contrast to past research that concentrated on place attachment's influence on residents' word of mouth (Chen et al., 2014a).

The explosion of social networking sites like Facebook and Instagram has turned OSB into a powerful platform for destination marketing (Izogo et al., 2021). For instance, 75% of millennials post on social media daily, with 97% using social media while traveling (Dolgoff, 2021). Over 97% of millennials share their travel experiences online (Carnoy, 2017). This OSB shapes tourists' travel intentions and behaviors (Hajli et al., 2018; Lin & Rasoolimanesh, 2022; Narangajavana Kaosiri et al., 2019).

The pivotal question our research seeks to answer is, "Can a place shape tourists' OSB?" Previously, souvenirs, like fridge magnets, served as tangible reminders of places (Bign et al., 2008; Khanna & Khajuria, 2015). Today, OSB serves as an instant, virtual tool to preserve memories of a place (Oliveira et al., 2020). More personally, OSB reflects the interplay between self-identity and place (Lam et al., 2022) and provides a digital keepsake for both the sharer and the online audience (Li et al., 2022).

As the digital landscape evolves, On-the-Spot Behavior (OSB) has found a central role in destination marketing, riding the wave of escalating social media engagement. However, despite its increasing significance, academic research focusing specifically on tourists' OSB remains limited. A significant body of existing research has honed in on the behavior of millennial travelers, particularly their use of Electronic Word of Mouth (eWOM) (Anubha & Shome, 2020; Liu et al., 2019; Yousaf et al., 2021). The role of eWOM in shaping tourists' behavior both pre-travel (Hernndez-Mndez et al., 2015; Jiang et al., 2020) and post-travel (Gonzlez-Rodrguez et al., 2016; Li et al., 2022) has been well-explored, as have long-term tourist behaviors, such as brand loyalty.

Nevertheless, when it comes to short-term behavioral outcomes like OSB, the academic spotlight dims (S. Kim & Littrell, 1999). Moreover, while research has delved into the influence of demographic factors on tourist behavior, such as age (Vergori & Arima, 2020), gender (Karatsoli & Nathanail, 2020), and personal characteristics (Kovai et al., 2022), the interplay between place characteristics and tourist behavior has largely been overlooked (Dwyer et al., 2019a). Given this backdrop, our research aims to bridge this gap in understanding. The primary goal is to shed light on the underlying psychological mechanisms that spur tourists' engagement in OSB, thereby contributing a fresh perspective to the academic discourse on the subject.

Theoretical Background

Interactionist-Based Theory of Place Attachment

Place attachment, a concept deeply rooted in early attachment theories, was first studied in the context of the potent emotional bond between a mother and her child (Bowlby, 1969). The discourse then evolved as social psychology began exploring the individual's attachment to a place and its sway over their social interactions (Greider & Garkovich, 1994). The field of environmental psychology added another dimension to this understanding, defining place attachment as "a positive connection or bond between a person and a particular place" (Low & Altman, 1992; Williams & Vaske, 2003a). Despite these advancements, (Park et al., 2011) pointed out limitations in studying place attachment in the realm of tourism, arguing that attachment formation requires a significant passage of time. In contrast to this standpoint, recent findings from interactional psychology challenge this notion, asserting that attachment can sprout from both long-term and short-term experiences (Milligan, 1998). These insights usher in a fresh perspective to the study of place attachment, especially in the context of tourism. In line with this interactionist-based theory of place attachment, our study focuses on the interplay between place attachment and short-term behavioral outcomes of tourists, specifically their On-the-Spot Behavior (OSB). This approach provides a nuanced understanding of the tourist experience, encapsulating the emotional bonds formed during their visit and the digital traces left in their wake.

Literature Review

Tourist Onsite Sharing Behavior

In the digital age, travelers are evolving into real-time narrators of their journeys. They use visual storytelling on social media platforms like Facebook to share their experiences with their followers. Among these tourists, those who actively post pictures during their visits demonstrate a heightened interaction with their chosen destination compared to those who do not engage in such sharing (Arica et al., 2022). Preserving real-time experiences through digital logs and instant sharing on social media (Li et al., 2022) stands distinctly apart from pre-travel and post-travel activities. While the post-travel stage incorporates the place into one's autobiographical memory (J. He et al., 2022), pre-travel activities are primarily centered around expectations, travel organization, and information gathering (Eletxigerra et al., 2021).

Upon visiting, tourists' information and expectations about a place transition into reality. A case in point is how negative pre-travel impressions about a destination, like Iran, can undergo a complete reversal post-visit (Akhoondnejad, 2015). The online pre-travel perception of a place becomes tangible during the visit (Xue et al., 2019). As such, tourists share the most authentic and realistic information through On-the-Spot Behavior (OSB). Consequently, a tourist's real-life experience of a place is integral to their OSB (Ebrahimi et al., 2020). Nevertheless, research is sparse regarding understanding tourists' OSB during travel as a response to their attachment to a destination. Although rooted in environmental psychology literature, place attachment has been scrutinized in the context of human-place relationships and tourists' behavioral intentions (Dwyer et al., 2019; M. He et al., 2022; Hosany et al., 2015). While Chen et al. (2014a, 2015, 2018) found a link between place attachment and Word of Mouth (WOM) intentions, the connection between tourist place attachment and OSB remains largely unexplored. Therefore, this study investigates this under-researched area, scrutinizing tourist OSB through the lens of place attachment a crucial construct in marketing and behavior.

Place Attachment

In the digital age, travelers are evolving into real-time narrators of their journeys. They use visual storytelling on social media platforms like Facebook to share their experiences with their followers. Among these tourists, those who actively post pictures during their visits demonstrate a heightened interaction with their chosen destination compared to those who do not engage in such sharing (Arica et al., 2022).

Preserving real-time experiences through digital logs and instant sharing on social media (Li et al., 2022) stands distinctly apart from pre-travel and post-travel activities. While post-travel stage incorporates the place into one's autobiographical memory (J. He et al., 2022), pre-travel activities are primarily centered around expectations, travel organization, and information gathering (Eletxigerra et al., 2021).

Upon visiting, tourists' information and expectations about a place transition into reality. A case in point is how negative pre-travel impressions about a destination, like Iran, can undergo a complete reversal post-visit (Akhoondnejad, 2015). The online pre-travel perception of a place becomes tangible during the visit (. AsXue et al., 2019), and as such, tourists share the most authentic and realistic information through On-the-Spot Behavior (OSB). Consequently, a tourist's real-life experience of a place is integral to their OSB (Ebrahimi et al., 2020). Yet, research is sparse regarding understanding tourists' OSB during travel as a response to their attachment to a destination.

Place attachment, though rooted in environmental psychology literature, has been scrutinized in the context of human-place relationships and tourists' behavioral intentions (Dwyer et al., 2019; M. He et al., 2022; Hosany et al., 2015). While Chen et al. (2014a, 2015, 2018) found a link between place attachment and Word of Mouth (WOM) intentions, the connection between tourist place attachment and OSB remains largely unexplored. Therefore, this study investigates this under-researched area, scrutinizing tourist OSB through the lens of place attachment a crucial construct in marketing and behavior.

Distinction and Place Attachment

Place-based identities shape the principle of place distinctiveness and significantly influence tourists' perceptions of places (Bose et al., 2022). The unique attributes of a place not only foster tourists' emotional attachment but also serve as vital elements in positioning a destination.

In the sphere of consumer psychology and marketing, brand love is defined as the extent of passionate, emotional attachment a consumer holds for a brand (Carroll & Ahuvia, 2006). This emotional bond has been recognized as a driver for creating favourable consumer behaviour. For instance, Ahuvia (2005) found that consumers develop a profound emotional attachment or "love" for certain consumption activities or objects. In a study by Batra et al. (2012), every participant expressed "love" for specific brands, signifying a passion-driven positive attitude. Translating this to tourism, a place is a brand marketed to tourists (Campelo, 2017). Research has demonstrated that tourists can express genuine love for places (Ahuvia, 1992). Therefore, a distinctive place not only attracts tourists (Dredge & Jenkins, 2003) but also influences their attitudes (Wang & Xu, 2015).

Tourism is inherently place-based, and the environmental characteristics and local attractions enrich the offerings of a destination (Gotham, 2005). These elements contribute to place distinctiveness, leading to place love (Seamon, 2014). Given the complex relationships previously identified in scholarship, this study proposes the following hypotheses:

H1: A positive relationship exists between tourist perceptions of place distinction and place attachment.

H1a: Tourist perceptions of place distinction are positively related to place dependence.

H1b: Tourist perceptions of place distinction positively relate to place love.

Distinction and Tourist Satisfaction

Tourist satisfaction is an integral aspect of destination marketing, serving as a crucial link between the offerings of a place and the satisfaction levels of its visitors (Amissah et al., 2022; Genc & Gulertekin Genc, 2022; Zulvianti et al., 2022). It is the distinctive attributes of a location that shape the levels of satisfaction experienced by tourists (Yu et al., 2023).

Distinctiveness in the perception of a place adds a unique value, setting it apart from its alternatives (Al-Ansi & Han, 2019; Zulvianti et al., 2022). When the attributes of a place are perceived as distinctive, they enhance the value of the tourism experience, consequently leading to increased tourist satisfaction (Genc & Gulertekin Genc, 2022; Iniesta-Bonillo et al., 2016). This satisfaction is influenced by tourists' perceptions of the distinctiveness of a place (Shaykh-Baygloo, 2021). Building on this understanding, the following hypothesis is proposed for this study:

H2: A positive relationship exists between tourists' perceptions of place distinction and their level of satisfaction.

Satisfaction and Place Attachment

Satisfaction, a potent amalgam of cognitive and affective states, triggers positive tourist responses and significantly influences tourist behavior (Fajriyati et al., 2022). The aftermath of a satisfying experience is often characterized by heightened levels of place attachment, demonstrating a positive emotional bond with the visited location (Lee et al., 2012; San Martn et al., 2019). Place satisfaction has been recognized as a crucial precursor to place attachment, manifesting a strong correlation with place dependence (Ramkissoon & Mavondo, 2015). This suggests that the degree of satisfaction can directly influence the emotional ties that visitors form with a place. Moreover, the emotional state of satisfaction transcends into deeper emotional realms, engendering a profound sense of love for the place amongst contented consumers (Roy et al., 2013). The sentiment of satisfaction, thus, not only influences immediate responses but also fosters long-term emotional connections with a place.Reflecting on these insights, the subsequent hypotheses are proposed for this study:

H3: Tourist satisfaction is related positively to place attachment.

H3a: Tourist satisfaction is related positively to place dependence.

H3b: Tourist satisfaction is related positively to place love.

Place Dependence and OSB

Tourists' attachment to places often manifests through their engagement in real-time photo sharing and information dissemination practices (Luo & Zhong, 2015; Xiao et al., 2022). This digital interaction, marked by the proliferation of georeferenced photos, leaves a distinct trail during their visit, later made accessible to a broader public via social networking sites (Adam & Pnarba, 2022). This instantaneous behavioral output can be construed as a manifestation of their attachment to the consumed experience. Technologically savvy tourists, often leaning towards mobile-friendly platforms, are observed to foster a deeper bond with the places they visit (Gustafson, 2001, 2009; Pollini, 2005). A case in point is Facebook's recommendation tool, an innovative utility enabling users to discover new locales and events (Yeung, 2016). This on-spot behavior (OSB) can be viewed as an expression of an intensified sense of dependence on a place (Chen et al., 2014b).

Interestingly, the majority of tourist-shared photos on Facebook lack human presence (Nikjoo & Bakhshi, 2019), indicating tourists' dependence on places themselves. This resonates with Sims' (2010) observation that the "place on the menu" significantly influences behavioral outcomes such as OSB. In light of these insights, we argue that a deeper understanding of the interplay between tourist place attachment and OSB can shed new light on the evolving dynamics of tourist behavior in the digital age.

Place Love and OSB

In marketing, love epitomizes the pinnacle of relationships between consumers and brands, often manifesting in favorable behavioral outcomes (Fournier & Mick, 1999). Fournier (1998) accentuated the significance of love in the intricate interplay of consumers' relationships with their consumption activities. This affection is often displayed through social media platforms, serving as digital canvases for consumers' brand endorsements (Laroche et al., 2013). Transposing this concept to geographical locations, 'brand love', characterized by potent emotional bonds with brands (Carroll & Ahuvia, 2006), morphs into what we term 'place love. Social media platforms, by their very design, foster consumer engagement and facilitate consumer-directed destination branding (Ashley & Tuten, 2015). This is corroborated by the marketing strategies of prominent tourist hotspots such as Bali and Malang in Indonesia, which leverage user-generated photographic content on Instagram as a key component of their destination marketing (Fatanti & Suyadnya, 2015). Tourists express their affection for a place by sharing their snapshots and experiences in real time (Swanson, 2015, 2017; Thurlow & Mroczek, 2011). This engagement forms a symbiotic cycle of love expression and brand promotion, feeding back into the system that triggered it. Thus, following these insights, we propose the following hypotheses:

H4: Tourists perceptions of place attachment are related positively to OSB.

H4a: Tourists perceptions of place dependence are related positively to OSB.

H4b: Tourists perceptions of place love are related positively to OSB.

Place Dependence and Place Love

As consumers navigate the decision-making process of selecting a destination to visit, their behavior demonstrates a clear goal-oriented nature (Decrop & Kozak, 2014; Kruger et al., 2015). In this context, a place is more than merely a physical location; it represents an immersive experience that leaves an indelible imprint on individuals' emotions (Rubinstein & Parmelee, 1992). This emotional bond intensifies when the chosen place possesses features that align with and support their personal goals (Jorgensen & Stedman, 2001; Williams & Vaske, 2003b). The evaluation process thus becomes inherently entwined with the emotional experience, as consumers' assessments of an experience decisively influence their emotional attachment or 'love' (Huang, 2017). Therefore, place dependencefrom aligning a destination's features with tourists' goalscan instigate a deeper emotional connection or love for the place. Consequently, we propose the following hypothesis:

H5: Place dependence is related positively to place love.

This study developed a research model based upon existing theories to investigate the relationship between place characteristics (distinction, attachment) and OSB (See Figure 1).

Insert Figure 1 Here

Methods

Data collection occurred onsite at three highly frequented Korean tourist sites among Chinese tourists: the Myungdong and Dongdaemun shopping districts in Seoul, and Namisum Island in Kangwon province. These locations were chosen due to the high influx of Chinese tourists, accounting for nearly half of all inbound tourism in Korea.

Survey questionnaires were distributed to Chinese tourists after they had fully experienced the site and its attractions. This method facilitated capturing comprehensive tourism experiences immediately post-consumption, minimizing recall bias. Respondents were initially screened for their tourist status and Chinese origin. Once confirmed, the study's purpose was clarified, and their anonymous and voluntary participation was assured. Tourists were notified that completing the questionnaire could take approximately 10 minutes, allowing those with time constraints to opt out. Incomplete and unusable surveys were omitted from the final data analysis. Of the 500 questionnaires distributed, 428 were adequately completed, resulting in an approximate response rate of 85.6%.

Measurement instruments employed valid and reliable scales from previous studies. Brocato et al.'s (2015) scales measured distinction, place dependence, and place love. Consumer satisfaction was assessed using Tasci and Kos (2015) scales, while Bign et al.'s (2008) scales were utilized to evaluate tourists onsite behavior (OSB). All measures were scored on a 5-point Likert scale ranging from 1 (strongly disagree) to 5 (strongly agree). The questionnaire also included questions on respondents backgrounds and demographics.

The English version of the questionnaire was professionally translated into Chinese, with Chinese tourism experts further refining the list of items. The collected data was analyzed using SPSS v.20 and AMOS v.20. Confirmatory factor analyses (CFA) were initially conducted per Anderson and Gerbing's (1988) recommendation to verify the items' load on their respective scales. Subsequently, structural equation modeling (SEM) was executed to test the significance of the coefficients of the paths among latent variables.

Results

The CFA was conducted to assess the overall fit of the five-factor model, which includes the following variables: distinction, consumer satisfaction, place dependence, place love, and OSB. Table 1 presents the model fit indices of the measurement model.

Insert Table 1 Here

The measurement model demonstrated a good fit (X2 = 329.20, d.f. = 137, normed X2 = 2.40, p = .000; RMSEA = .06; IFI = .96; CFI = .96, TLI = .96). Each constructs level of internal consistency was acceptable, with Cronbachs alpha estimates that ranged from .86 to .90 (Nunnally, 1978). The constructs composite reliabilities also exceeded the cutoff value of .70, indicating adequate internal consistency (Hair et al., 1998). Further, as the value of the average variance extracted (AVE) exceeded the minimum criterion of .50 (Hair et al., 1998), convergent validity was assured as well. In addition, the lowest AVE among the seven constructs exceeded the highest square of the estimated correlation and thus met the criterion for discriminant validity (Fornell & Larcker, 1981). Table 2 presents a summary of the CFA findings.

Insert Table 2 Here

The goodness-of-fit statistics for SEM showed that the structural model fit the data well (X2 = 320.85, d.f. = 136, normed X2 = 2.36, p < .001; RMSEA = .06; IFI = .97; CFI = .97, TLI = .97). Table 3 shows the model fit indices of the structural model.

Insert Table 3 Here

Standardized coefficients were estimated using the maximum likelihood method with standardized factor loadings. All seven relations were significant at the alpha level of .001, as shown in Table 3. The positive relationship predicted between distinction and place attachment (H1), which was measured by two distinct variables, place dependence ( = .58, t = 7.66, p = .000) (H1a) and place love ( = .36, t = 5.10, p = .000) (H1b), was supported. This finding indicates that place distinction had a significant effect on place attachment. The hypothesized relationship (H2) between distinction and consumer satisfaction ( = .57, t = 11.10, p = .001) was supported , indicating that distinction is a significant predictor of consumer satisfaction. Satisfaction was found to have statistically significant positive effects on place attachment (H3), in which place dependence ( = .27, t = 3.25, p =.000) (H3a) exhibited a stronger effect than place love ( = .19, t = 3.46, p = .000) (H3b). With respect to place attachment, place dependence influenced place love significantly ( = .29, t = 5.79, p = .000) (H5), demonstrating a direct association between place dependence and place love. While both hypotheses that predicted relations between place attachment and OSB were supported, the relationship between place dependence (H4) was negative ( = -.32, t = -3.28, p = .000) (H4a) while place love was positive ( = .74, t = 4.98, p = .000) (H4b).

The relationship between place dependence and onsite sharing behavior (OSB) appears to be negative. Place dependence represents a functional form of attachment wherein the value of a specific place is derived from its capacity to satisfy an individual's goals in comparison to alternatives. Conversely, place love embodies an emotional attachment to a location, where bonding between a person and a place might be fostered through the emotional connection and the particular meaning attributed to that place. This distinction highlights that place dependence, being primarily functional, may not be potent enough to stimulate OSB. In contrast, place love, with its emotional underpinning, may be more conducive to inciting OSB. This could account for the failure to validate Hypothesis H4a, which posited a positive relationship between place dependence and OSB. Therefore, our findings suggest that emotional attachments (place love) might significantly affect promotion OSB more than functional attachments (place dependence).

This study investigated the structural relations among distinction, consumer satisfaction, place attachment, and OSB. The results demonstrate that all five hypotheses were supported, although the sign for H5a was not in the direction expected.

Insert Table 4 Here

Discussion and Conclusion

Our study provides empirical support for most of the proposed hypotheses, underlining a profound interaction between different aspects of place attachment and tourist behavior. As substantiated by previous studies (Batra et al., 2012; Ahuvia, 1992), we found that place distinction significantly influences place attachment (H1). The two facets of place attachmentplace dependence (H1a) and place love (H1b)positively correlated with tourist perceptions of place distinction, thus reinforcing the notion that a location's unique attributes enhance emotional bonding and positively position the destination in tourists' minds.

In harmony with prior findings (Genc & Gulertekin Genc, 2022; Iniesta-Bonillo et al., 2016), our research corroborates that tourists' perceptions of place distinction have a positive bearing on their satisfaction levels (H2). This bolsters the comprehension that unique and distinct elements of a location augment the worth of the tourism experience, thereby heightening tourist satisfaction.

The hypotheses concerning the interplay between tourist satisfaction and place attachment (H3, H3a, and H3b) validated our findings, aligning with previous research (Lee et al., 2012; San Martn et al., 2019). These outcomes underscore satisfaction's role in nurturing emotional bonds with a place, and fostering place attachment. As for the relationship between place attachment and OSB, our study found evidence supporting a positive correlation between place dependence and OSB (H4a), thereby resonating with findings from Chen et al. (2014b) and Xiao et al. (2022). This suggests that the more tourists rely on a place, the likelier they are to participate in OSB.

Contrarily, our findings did not support hypothesis H4b, which posited a positive relationship between place love and OSB, indicating potential intricacies in understanding the relationship between emotional attachment (place love) and OSB. It's conceivable that place love may not directly translate into OSB; tourists can feel a deep emotional bond with a location without necessarily being motivated to share their experiences online. The positive interrelation between place dependence and place love (H5), as identified in our study, aligns with observations from Jorgensen & Stedman (2001) and Williams & Vaske (2003b). This implies that when tourists perceive a place aligning with their personal goals (place dependence), they are more likely to form an emotional bond or love for the place.

To summarize, our study contributes valuable insights into the complex interrelationship between place attachment and tourist OSB, enlightening the dynamics of digital tourism. The lack of support for H4b highlights the necessity for additional research to decipher the complexities tied to the relationship between place love and OSB. Such understanding can considerably enrich tourism marketing strategies and enhance the management of tourist experiences.

Theoretical Implication

Our study contributes significant insights to understanding tourist behavior by reinforcing the pivotal role of place attachment, aligning with past research (e.g., Gross & Brown, 2008; Prayag & Ryan, 2012). We found a strong and statistically significant link between the unique characteristics of a place and facets of place attachmentboth place dependence (H1a) and place love (H1b). This highlights that place distinction positively influences both aspects directly, with a more pronounced effect on place dependence. This suggests that the uniqueness of a destination's attractions leads tourists to form more functional attachments than emotional bonds.

Moreover, our research strengthens the theory that place distinction directly and positively impacts consumer satisfaction (H2). We define distinction as a gap between tourists' previous experiences and their immediate experience at a destination and between their expectations and the actual experience (Pearson, 1970). This notion is rooted in the theory that tourists seek optimal levels of stimulation (e.g., distinction) that influence their consumption experience (Hebb & Thompson, 1954). Our findings lend further credence to the idea that the more tourists perceive a place as highly distinctive, the greater their satisfaction.

We also found that satisfaction is a precursor to place attachment, as reported in previous studies (Petrick et al., 1999; Lee et al., 2012). It directly and positively affected both dimensions of place attachment: love (H3b) and dependence (H3a). This study reveals that satisfaction is a more potent antecedent of place dependence than place love. Tourists who have a positively evaluatepositive evaluation of their experiences tend to develop a stronger sense of place attachment. This indicates a need to reevaluate certain viewpoints (e.g., Yuksel et al., 2010) that have depicted place attachment as a predictor of satisfaction, as our findings suggest the opposite: that satisfaction predicts place attachment.

Our study also shows a positive influence of place love on OSB. The stronger the affection tourists have for a place, the more OSB they display, aligning with previous marketing studies (Caroll & Ahuvia, 2006). Furthermore, our research suggests that place attachment could be a psychological mediator in explaining the relationship between satisfaction and OSB. While most loyalty literature has primarily focused on revisit intention and positive word-of-mouth, we believe it is crucial to consider tourists' immediate response behavior. We found that place attachment, stemming from a satisfactory experience, increases positive, immediate consumer behavior (e.g., sharing their positive experiences and photos via social networking sites) (Bign et al., 2008; Tham et al., 2020). Our findings extend our understanding of how place attachment is formed and its effect on OSB, which can be instrumental in enhancing tourists positive OSB. In the future, researchers should consider examining the impact of immediate consumption behavior (e.g., sharing experiences or photos via social network sites) on destination choice and compare the effects of immediate, medium, and long-term consumption behavior.

Practical Implications

Our research offers robust insights that can significantly enhance tourism strategies and management practices. The primary inference drawn emphasizes the criticality of place distinction. Tourism industry stakeholders, particularly marketers and strategists, are urged to highlight the unique and distinctive features of a destination. For instance, in destinations celebrated for their historical sites, there should be a concerted effort to conserve these landmarks and promote them effectively to potential tourists. This could be executed through innovative advertising, detailed brochures, and captivating social media content.

The research also underscores the paramount importance of improving tourist satisfaction. Our findings reveal that distinctive and memorable experiences can significantly enhance satisfaction levels. As an illustration, tourists may derive more satisfaction from unique cultural experiences like local cooking classes, traditional art workshops, and standard sightseeing tours. The study also illuminates the crucial role of place attachment in promoting positive online sharing behavior (OSB). It was found that place dependence, more than place love, encourages tourists to share their experiences digitally. For example, offering facilities or services that tourists rely on, such as guided tours or translation services, can stimulate them to share their positive experiences online.

However, the absence of a direct relationship between place love and OSB presents a potential opportunity for refining future marketing strategies. While tourists may form a deep emotional connection with a place, they might not necessarily share their experiences online. Therefore, innovative initiatives to encourage OSB among tourists, such as installing photo booths at key attractions or creating social media hashtags, could prove beneficial.

Our research confirms that when a destination aligns with a tourist's personal goals, it can foster an emotional attachment. Hence, implementing personalized marketing strategies could be beneficial. For instance, promoting a destination's adventure sports offerings to tourists interested in such activities could inspire a sense of place love. Furthermore, this study has shown the essential role of distinction in forming a powerful bond between travelers and their chosen destinations. Therefore, destination marketers should strive to offer unique on-site marketing activities. A prime example is Nami Island, which has innovatively engaged tourists by creating an immersive experience, including issuing its currency and passports.

In a fiercely competitive tourism market, destination marketers must continually innovate their offerings to increase place attachment. Understanding tourist loyalty and online sharing behavior can help strategists develop effective actions to attract new tourists. Providing free Wi-Fi spots at attractions, as exemplified by Korea's extensive public Wi-Fi network, can further encourage this behavior.

In conclusion, comprehending the dynamics of place attachment and its influence on tourist behavior can dramatically enhance tourism marketing strategies and lead to the successful management of tourist experiences.

Limitations

While this study has made meaningful strides, it's important to acknowledge certain limitations that may present avenues for further research. First, this study's findings are geographically specific, as the data was derived from three key tourist attractions within a single country. Given the significance of investigating inter- and intra-regional variations within the tourism context, as emphasized by researchers, future studies could benefit from a comparative approach that explores such differences. Second, the research methodology employed in this study involved on-site survey collection in assessing distinction, satisfaction, place attachment, and immediate OSB. Therefore, to gain a more profound understanding of how attachment variables influence OSB, future research might consider incorporating qualitative methods. These could include focus groups, in-depth interviews, and ethnography, offering richer, more nuanced insights into these relationships. Third, the convenience sampling method was used in this study due to its practical and cost-efficient nature. However, this may limit the generalizability of the findings. To ensure the results are representative and robust, future research is suggested to replicate the study with a more diverse range of tourists from different nationalities visiting various countries. Additionally, increasing the study's sample size could help cross-validate the results, further strengthening the reliability of the findings. In short, while this study has provided valuable insights, further exploring these limitations could enrich our understanding of the intricate relationship between place attachment and tourist behavior. This would be instrumental in refining and enhancing future tourism marketing strategies and management practices.

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