Akademik Veri Yönetim Sistemi
Consumer Behavior in Tourism and Hospitality, cilt.20, sa.3, ss.374-389, 2025 (Scopus)
Purpose – This study aims to examine how flow is connected to its cognitive predictors and emotional and behavioral outcomes in a heritage site visit experience. Design/methodology/approach – Drawing on flow theory, this study builds and tests a model, in which perceived informativeness of the heritage site, tourist familiarity with the heritage site and education experience undergone during the heritage site visit predict flow, whereas flow is expected to enhance tourist satisfaction, and by extension, tourist loyalty. Data were gathered from 121 tourists who visited the Ancient City of Ephesus and analyzed with partial least squares-structural equation modeling. Findings – All cognitive drivers are conducive to flow. Flow boosts tourist satisfaction, which in turn enhances loyalty to the heritage site. Originality/value – Despite characterization of a heritage site visit by challenges and need for knowledge to cope with them, specific cognitive antecedents of flow within a heritage site visit context remain underresearched. This study contributes to flow research within the heritage tourism context by linking flow to its unexplored but critical antecedents and to emotional and behavioral outcomes.