Employing mindfulness, images and experience evaluation to predict perceived value of travel experience: The role of perceived authenticity

Abstract

This study aims to explore the influence of mindfulness on perceived value of travel experience (PVTE) via destination image components and evaluation of travel experience. We also examine the potential moderating effect of perceived authenticity on the relationship between experience evaluation and PVTE. Data (n=370) were gathered via a self-administered structured questionnaire from travellers departing from Lisbon International airport. Findings highlight mindfulness as a driver to favourable evaluation of the destination image (particularly affective image). Experience evaluation acts as a mediator between destination image and PVTE. Yet, perceived authenticity does not have a moderating but a control effect on the relationship between experience evaluation and PTVE. A discussion of the theoretical and practical implications is also provided.