The companion effect on adventure tourists' satisfaction and subjective well-being: the moderating role of gender

Purpose In an adventure tourism context (i.e. sky diving, bungee jumping) the effect of the absence or presence of a travel companion; companion relative ability (i.e. perception of a companion's possessed resources useful for the achievement of travel goals); and tourist gender on the impact of companion relative ability on tourists' satisfaction and subjective well-being is examined. This paper aims to investigate the mediating role of satisfaction that combines companion relative ability, tourist gender, tourist satisfaction and subjective well-being. Design/methodology/approach This research uses three situational experiments. A one-factor between-subjects experimental design was used for Study 1. Studies 2 and 3 used a one-factor between-subjects and a 2 x 3 factorial between-subjects design. Participants included tourists visiting a national park in China assigned to scenarios using an anonymous intercept approach and an online survey. Findings Having a companion with greater/comparable relative ability produces a greater effect on tourist satisfaction and subjective well-being than having a companion with lower relative ability. Furthermore, the perceived relative ability of a travel companion results in a stronger positive effect on tourist satisfaction and subjective well-being for female tourists. Meanwhile, satisfaction fully mediates the impact of the interaction between companion relative ability and tourist gender on subjective well-being. Originality/value The current research validates the companion effect on adventure tourists' satisfaction and subjective well-being. An additional contribution is an investigation into the effect of companion relative ability. The study is the only one the authors are aware of that examines the moderating role of tourist gender on the effect of companion relative ability on tourist satisfaction and subjective well-being and identifies the mechanism that combines companion relative ability, tourist gender, tourist satisfaction and subjective well-being.