Creative Tea Beverages as a New Tourism Attraction? Exploring Determinants of Tourists’ Repurchase Intention Using Dual Process Theory

Abstract

This paper aimed to explore the potentiality of creative tea beverages as a new tourism attraction and the determinants of tourists’ repurchase intention towards creative tea beverages using the dual process theory. The structural–causal relationship among these constructs was examined using structural equation modeling with the data collected from 478 tourists with previous experience of consuming creative tea beverages. The results support the conclusion that the creativity and quantity of the information about tea beverages spread by electronic word-of-mouth significantly contributes to evoking consumers’ emotions, and the evoked emotions significantly influence consumers’ repurchase intention towards tea beverages. Furthermore, other-oriented face constructs also play a crucial role in determining consumers’ repurchase intention. Theoretical and marketing implications are also discussed in this paper.