Investigating the effects of a shared bike for tourism use on the tourist experience and its consequences

As public bike-sharing systems have been widely set up in cities around the world, a shared bike for tourism use can enhance tourists’ experience at destinations and lead to tourists’ post-visit evaluations. Thus, this research explores the attributional effects of the value of using shared bikes (namely, instrumental value and affective value) on tourists’ emotional experience (namely, hedonics and perceived uniqueness) as well as on satisfaction and destination loyalty. We obtain a sample of 302 tourists using shared bikes as transport modes during their visits to examine the proposed relationship model. Results show that both instrumental and affective values of shared bike use positively relate to hedonics and perceived uniqueness experiences. While both hedonics and perceived uniqueness have positive effects on satisfaction, only perceived uniqueness shows a positive effect on destination loyalty. The findings of multi-group analyses indicate that the direct effects of the tourism experience on destination loyalty are significantly positive for the low-motivation group but not for the high-motivation group. Empirical implications and recommendations for future research are also discussed herein.