The effect of mindfulness, well-being and place attachment on tourist loyalty (A Case study: Chehelsotun palace and Vank cathedral Museums in Isfahan)

Abstract

Over recent decades, the incorporation of psychological perspectives into tourism studies has drawn increasing scholarly attention to tourists’ well-being in destinations such as museums. Museums, as experiential spaces and among the most frequently visited attractions within cultural tourism, have demonstrated their capacity to generate long-term social impacts and to provide experiences that contribute to enhancing visitors’ well-being. The aim of the present study is to examine the relationships among visitors’ well-being, mindfulness, place attachment, and loyalty, with flow experience considered as a mediating variable. Data were collected through a questionnaire survey administered to visitors at two museums, Chehelsotun Palace and Vank Cathedral, in Isfahan, yielding 290 valid responses in accordance with the sample size guidelines proposed by Hair et al. (2014). The reliability of the measurement instruments was assessed using Cronbach’s alpha coefficient in SPSS software, while hypotheses were tested using structural equation modeling based on the partial least squares approach implemented through PLS software. The findings indicate a positive and statistically significant relationship between mindfulness and tourists’ sense of well-being in museum settings. Furthermore, flow experience was found to mediate the relationship between mindfulness and tourists’ sense of well-being. The results also reveal positive and significant relationships between tourists’ sense of well-being and place attachment, as well as between place attachment and loyalty. Overall, the findings may inform museum management practices aimed at enhancing institutional dynamism and promoting the development of well-being-oriented tourism.

In recent years, tourism scholars have increasingly associated tourist behavior and experiential processes with positive psychological outcomes. Positive psychology focuses on a range of valued experiential states, including well-being, flow, satisfaction, and mindfulness. Mindfulness has the potential to enhance the quality and effectiveness of museum experiences, thereby fostering satisfaction and attachment to the museum environment. In addition, mindfulness has been shown to influence the occurrence and intensity of flow experiences, and existing empirical evidence suggests that mindfulness and flow experience are closely interrelated. However, few studies have examined the moderating role of flow in relation to mindfulness, and no prior research has investigated its mediating effect.

As prior research indicates, current understanding of hedonic and eudaimonic well-being remains limited and fragmented. On the other hand, researchers have commonly employed the PERMA and DRAMMA models to assess tourists’ hedonic and eudaimonic well-being; however, neither international nor domestic studies have applied the DRAMMA model to measure tourists’ sense of well-being. Moreover, only a limited number of studies, including those by Su et al. (2020) and Vada et al. (2019), have examined the effects of eudaimonic well-being on place attachment and tourist loyalty. Nevertheless, no previous study has simultaneously examined the effects of both hedonic and eudaimonic well-being on place attachment and loyalty within a single analytical model. Accordingly, the present study seeks to address these research gaps by answering the following questions:

1. Does mindfulness influence tourists’ sense of well-being?

2. Does the state of fascination mediate the relationship between mindfulness and tourists’ sense of well-being?

3. Does tourists’ sense of well-being influence place attachment?

4. Does tourists’ place attachment influence their loyalty?

Methodology

This study is applied in nature with respect to its research purpose. The statistical population of the study consisted of all tourists who visited Chehelsotun Palace Museum and Vank Cathedral Museum. Convenience sampling was employed, and the sample size was determined based on the guidelines provided by Hair et al. (2014). Accordingly, a total of 290 respondents were included in the final sample. Data were collected through a combination of documentary review and field survey methods, using a structured questionnaire. All questionnaire items were measured using a Likert-type scale. Data analysis was conducted using structural equation modeling based on the partial least squares approach, implemented in PLS software.

Results and Discussion

The research findings indicate a positive and statistically significant relationship between mindfulness and tourists’ sense of well-being in museum settings. The results further demonstrate that flow experience plays a mediating role in the relationship between mindfulness and tourists’ sense of well-being. In addition, a positive and significant relationship was identified between tourists’ sense of well-being and place attachment, as well as between place attachment and loyalty. Collectively, these findings provide practical insights for museum management aimed at enhancing organizational dynamism and supporting the development of well-being-oriented tourism.

Conclusion

The research findings indicate that mindfulness has a positive and statistically significant effect on tourists’ sense of well-being in museum environments. Accordingly, improving the physical dimensions of museums, including the spatial arrangement of exhibits, interpretive panels, use of technology, and lighting, can help visitors remain present during their visit and contribute to the creation and enhancement of tourists’ sense of well-being. Moreover, given that flow experience plays a mediating role in the relationship between mindfulness and sense of well-being, Chehelsotun Palace Museum and Vank Cathedral Museum should make greater efforts to design interactive and participatory programs that facilitate visitor immersion in museum activities. When visitors experience flow, mindfulness and a heightened sense of well-being are also more likely to emerge. In this regard, strengthening the professional knowledge and skills of museum guides and staff is essential for improving the overall quality of visitor experiences.

In addition, the creation and promotion of tourists’ sense of well-being have a positive and significant effect on place attachment to the museum, while place attachment, in turn, positively and significantly influences loyalty. The findings further suggest that museum managers and staff at Chehelsotun Palace Museum and Vank Cathedral Museum should strive to meet tourists’ expectations by creating enjoyable, meaningful, and educational experiences, thereby fostering place attachment and encouraging repeat visits and positive word-of-mouth recommendations.