Novelty in tourism experiences: the influence of physical staging and human interaction on behavioural intentions

Tourists’ tendency to choose new and different experiences and destinations is well known in tourism research and practice. By drawing on social exchange theory and service-dominant logic, the present study investigates how physical staging and human interaction influence behavioural intentions in experiences with varying levels of novelty. This relationship is tested using survey data collected from visitors to a theme park with structural equation modelling. The results confirm the relationship between the variables and the moderating effect of novelty; that is, the level of novelty in the experience influences the effect of both physical staging and human interaction on behavioural intentions. This study contributes to the tourism literature by comparing different experiences with varying levels of novelty and linking them to behavioural intentions. In addition, it differentiates between physical staging and human interaction in the experience. The findings have significant implications for the tourism industry, particularly for tourism companies