Exploring Tourist Emotions, Satisfaction, Loyalty, and eWOM in Seoul’s E-Bike Tours: A Qualitative Analysis of Online Reviews

초록

Purpose: This research employs sentiment analysis on e-bike tourism reviews to understand how emotions contribute to satisfaction and loyalty for specific services. It aims to document the emotional narratives offered by tourists and analyze how they influence perceptions of emotional and service value. Design/methodology/approach: This study undertakes a qualitative thematic analysis of 488 online reviews from We Ride Korea, TripAdvisor, and Google to examine tourists' emotions and satisfaction. Recent online reviews were purposively sampled. Using NVivo software in conjunction with Braun and Clarke’s (2006) approach, coding and theme identification were conducted. To evaluate the effects of emotions on satisfaction and behavioral intentions towards a service, the study employs FIT. Reliability checks for cross-coding were conducted to verify the qualitative evaluation. Findings: The review of 488 online comments identified and analyzed five themes: Adventure and Excitement, Safety and Comfort, Cultural Insights, Value for Money, and Customer Service. The encouraging emotions of excitement and reassurance, combined with appreciation, resulted in increased satisfaction and loyalty. Nevertheless, issues with pricing and communication led to negative experiences. Research limitations/implications: This case further highlights the significance of emotions in the relationship between satisfaction and loyalty in tourism, particularly in the context of e-bike tour operators. Enhanced cultural storytelling, flexible pricing, improved safety measures, and enhanced customer relations can foster positive engagement and eWOM. Research applying FIT, particularly within the context of tourism's emotional decision-making, can inform sustainable urban mobility policy initiatives. Originality/value: This study examined the emotional aspects of e-bike tourism within the context of smart, sustainable travel from a tourist perspective. It differs from previous studies on technology adoption in that it analyzes the effects of emotions on satisfaction, loyalty, and eWOM. These results will be beneficial for tour operators and contribute to the literature on smart tourism by focusing on the role of emotions in decision-making related to urban mobility and sustainable tourism.

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