The Effect of Experience Quality on Behavioral Intention: The Serial Mediating Roles of Leisure Involvement and Leisure Satisfaction

This study was conducted to examine the relationship between experience quality, involvement, satisfaction, and behavioral intention. A total of 327 participants engaged in recreational skiing activities were included in the research, which was carried out using correlational study. The hypotheses developed within the scope of the study were analyzed using Structural Equation Modeling (SEM). The results of the SEM revealed that experience quality had a direct and positively significant effect on both involvement and satisfaction. Furthermore, it was found that involvement and satisfaction had full and serial mediation effects in the relationship between experience quality and behavioral intention. As a result, the findings indicate that experience quality has a direct and significant impact on both involvement and satisfaction levels; moreover, the effect of experience quality on behavioral intention occurs indirectly through the mediating roles of involvement and satisfaction. Accordingly, it is recommended that recreational service providers focus on enhancing experience quality by developing strategies aimed at increasing participants’ levels of involvement and satisfaction, thereby strengthening their intention to participate again.