A glamping we will go! Unpacking the emotional and experiential triggers of vacation intentions

The emergence of glamping as a form of vacation has become a prominent new trend in the leisure industry, therefore, understanding the behavioral intentions of glampers is crucial in an increasingly competitive landscape. Existing research has yet to fully explore the emotional and psychological mechanisms that drive glamping-related behavioral intentions. Grounded in the Cognitive-Affective-Conative (CAC) framework, this study investigates the relationships among glamping experience, place attachment, nature connectedness, tourist satisfaction, tourist involvement, and behavioral intention. Utilizing a combination of online and offline questionnaire survey, data from 427 glampers were empirically analyzed. The results indicate that glamping experiences, place attachment, and satisfaction significantly and positively influence vacationers’ behavioral intentions. Further analysis reveals that place attachment plays a significant mediating role between glamping experiences and behavioral intentions. Additionally, two chain mediation effects were identified, uncovering the dynamic mechanisms among multiple variables. Notably, the moderating effect of tourist involvement is supported only in the relationship between glamping experiences and nature connectedness. These findings contribute valuable insights into the formation process of glampers’ behavioral intentions from emotional and psychological perspectives, extending the application of the CAC framework to the glamping context and providing a new perspective for vacation marketing research.