Host sincerity brings about tourists' hedonism and nostalgia simultaneously, yet research usually treats them independently and neglects their potential link. Based on conservation of resources theory, this study aims to address this gap by proposing and testing a moderated dual-mediation model.
A questionnaire survey was conducted with 458 tourists visiting traditional villages in China. The data were analyzed to examine the proposed dual-mediation pathways and their interaction.
Results indicate that host sincerity promotes immersion through hedonism and nostalgia, which in turn enhances revisit intention. The two mediation paths compete asymmetrically. Nostalgia weakens the mediating role of hedonism, but not vice versa. When both nostalgia and hedonism are high, they interact collectively to improve immersion and revisit intentions.
This study offers destination marketers actionable insights for leveraging host sincerity, helping them move beyond the “either-or” dilemma between hedonism and nostalgia while enhancing the sustainability of cultural preservation in traditional villages.
The study advances conservation of resources theory by shifting from total resource quantity to resource heterogeneity and their interactions. It reveals the asymmetric competition and synergy in emotional resources, departing from the rationale of summing positive emotions.
