A study on the effect of walking tourists' benefits on happiness: The mediating effect of involvement and satisfaction

Globally, the number of individuals participating in walking tours is continuously growing. However, besides some quantifiable outcomes or characteristics, little is known about the ultimate benefits or goals that tourists seek through walking tours. Particularly, a comprehensive study is needed to explore the ultimate benefits pursued by walking tourists (e.g., enhancing the quality of life) and a deeper understanding of how their happiness is achieved. This study aims to examine the relationship between the benefits of walking tourism and happiness, as well as the mediating role of involvement and satisfaction in the relationship. The data for this study were collected from the “Walking Tourism Status Survey Report” (Korea Tourism Organization, 2019) which surveyed 1,040 individuals who had experienced walking tourism in the previous year. The survey participants evaluated the benefits, involvement, satisfaction, and happiness associated with their walking tourism experience. The results indicate that health, social, and self-discovery benefits from walking tourism have both direct and indirect effects on walking tourists' involvement and satisfaction. Moreover, involvement and satisfaction partially mediate the relationship between walking tourists' benefits and happiness. Importantly, the impacts of involvement, satisfaction, and happiness vary depending on the benefits sought by walking tourists. Notably, self-discovery benefits lead to walking tourists' satisfaction and happiness only when involvement is present. This study is significant in the following aspects. It analyzes the benefits of walking tourism by using multidimensional measures that define and capture each benefit. This study also reveals pathways to satisfaction and happiness specific to the walking tourism benefits. It elucidates the relationship between walking tourism benefits and happiness, highlighting how the impacts on happiness vary based on the different benefits pursued by walking tourists. Finally, this study sheds new light on the role of involvement in the aforementioned process.