Exploring the effects of place attachment and positive emotions on place satisfaction and intentional behaviour in Iranian ski resort: a perspective from S-O-R model

ABSTRACT This study developed conceptual framework based on the SOR model consisting place attachment, positive emotion and place satisfaction to investigate the behavioural intentions of visitors in an Iranian ski resort. A total of 290 respondents participated in the study, who were ski resort tourists in Pooladkaf, a relatively new and upcoming ski resort in Iran. The data was analysed via Partial Least Squared structural equation modelling. Findings highlighted the importance of place attachment and positive emotions as predictors of place satisfaction and intention behaviour. Place satisfaction was also found to have a full mediating effect on the relationships between place attachment, positive emotions and behavioural intention. The study contributes to the literature by elucidating the mediating effects of satisfaction within the ski resort context, which has not been examined to a great extent in the current literature. Our study also highlighted the crucial role played by positive emotions in enhancing tourists’ sense of satisfaction which consequently influences future behaviours. Destination marketers and operators of ski resorts ought to focus on improving service quality, infrastructure and marketing communications strategies in order to engender a greater sense of satisfaction, attachment and positive emotions, which have been shown to have a strong bearing on tourist behaviour intentions and thus, lead to revisit behaviours and the spread of positive word-of-mouth.