From HTQA to WOM: An S-O-R Model in Chinese Honeymoon Tourism

Abstract

This study investigates the development and dynamics of the honeymoon tourism industry, with a specific focus on the rapidly expanding Chinese market. Grounded in the Stimulus-Organism-Response (S-O-R) theoretical framework, this research constructs a conceptual model to address existing gaps in understanding how honeymoon tourism quality attributes (HTQA) influence memorable tourism experience (MTE) and future word-of-mouth (WOM) intentions. Within this model, HTQA is positioned as an external stimulus that directly affects MTE (the organismic response), thereby shaping subsequent WOM intention (the behavioral response). By integrating HTQA, MTE, and post-travel behavioral intention into a unified conceptual framework, this study enriches the existing theoretical system in tourism research. Drawing on theoretical perspectives from honeymoon tourism research, it offers a structured analytical framework for examining the critical role of service and product quality in shaping lifelong travel experiences and consumer advocacy.