Research on the Tourists'Sense of Wel-Being and Its Spillover Effect

The high-quality development of tourism aims to improve tourists'sense of well-being and fulfillment.The improvement of tourists'sense of well-being will not only enable tourists to obtain positive emotional experiences but is also an important way to improve their quality of life.However,the existing research has not yet reached a clear conclusion on how tourists'sense of well-being is formed,whether tourists'sense of well-being will spill over(i.e.,knowledge sharing)after tourists obtain it,and whether the destination familiarity brought by the spillover of sense of well-being(i.e.,knowledge sharing)will affect other tourists.Therefore,based on the experience marketing theory and the embodiment theory,this paper empirically examines the formation and spillover effect of tourists'sense of well-being through structural equation modeling(SEM).The research shows that:(a)Subject presence has a positive effect on tourists'sense of well-being,which further promotes knowledge sharing and realizes the spillover of tourists'sense of well-being,and tourists'sense of well-being plays a mediating role between subject presence and knowledge sharing;(b)Destination familiarity resulting from the spillover of sense of wellbeing(i.e.,knowledge sharing)plays a negative moderating role in the positive impact of subject presence on tourists'sense of well-being.This paper not only expands the boundaries of research on tourists'sense of well-being and embodiment theory to some extent but also provides theoretical support and countermeasures for the high-quality development of China's tourism and even service industry.