Cultural Mindsets Matter: Reexamining the End Effect in Tourism Experiences
研究通过三个实验发现，个人主义心态的游客更看重旅游体验的结尾部分，而集体主义心态的游客则不那么看重，这解释了以往研究结论不一致的原因，对目的地营销有实际指导意义。
Understanding the relationships between momentary episodes and overall evaluation is integral to creating tourist experiences because service providers strive to maximize positive outcomes and minimize negative ones. Past work has shown that the end experience outweighs other episodes (e.g., the start experience) when forming retrospective judgments, referred to as “the end effect.” Although researchers have paid considerable attention to the end effect in tourist experience evaluation, their findings are mixed and need to be further clarified. This research reconciles the inconsistency by examining the moderating role of cultural mindsets on the weight of end experience in overall evaluation. Across three experiments, this research reveals that the end experience is heavily weighted for tourists with an individualistic mindset but less so for those with a collective mindset. These findings help to explain the inconsistency in the literature and provide practical implications for destination marketing.