Tourists’ Subjective Well-Being Perception and Sense of Promoting: The Moderating Role of Dine-Out Behaviour

There was a time when local tourism marketing is only catering to the needs of the local tourists. Today, the globalization has not only changed the paradigm of tourism industry, it also alters the tourists’ perception and expectation of the destination. Rather than relying on the news about the travel destination, tourists are more into experience it through their own journey. When the tourists travel, they will definitely involve in dining activities. While there are numerous researches being conducted on dining outcomes, very few is looking at the effect of dining on tourists’ subjective well-being. This study shed light to how dining experience effect the subjective well-beingperception and thereby eliciting their sense of promoting. This study also delves into the moderating effect of dineout behaviour. A quantitative research methodology was applied to achieve the before-mentioned research objectives. The survey data collected from 294 foreign tourists are analysed using partial least squares-structural equationmodelling (PLS-SEM). Result are discussed accordingly along with the limitations and suggestions for future research.

Keywords:

Well-Being Perception , Dining Experience , Sense of Promoting , Dine-out Behaviour , Tourists