Flow experience and repurchase intention in adventure tourism: The mediating role of brand evangelism

ABSTRACT FLOW EXPERIENCE AND REPURCHASE INTENTION IN ADVENTURE TOURISM: THE MEDIATING ROLE OF BRAND EVANGELISM Mustafa KAYA Department of Recreation Graduate School of Alanya Alaaddin Keykubat University August, 2025 (110 pages) The aim of this research is to examine the mediating role of brand evangelism in the relationship between recreational flow experience and repurchase intention among individuals participating in activity holidays within the scope of nature and adventure tourism. It also aims to explore how these variables differ according to various demographic characteristics. The study was designed using a correlational survey model. The population consists of individuals who have received services from activity holiday programs in nature and adventure tourism. The sample comprised 613 individuals (289 female and 324 male), selected through a convenience sampling method. Data were collected through a "Personal Information Form", "Recreational Flow Experience Scale", "Brand Evangelism Scale", and "Repurchase Intention Scale". Analyses were conducted using independent samples t-test, one-way ANOVA, Pearson correlation analysis, and Hayes' Process Model 4 for mediation analysis. The findings revealed that female participants scored significantly higher than males in brand evangelism and repurchase intention, while no significant gender difference was found in recreational flow experience. Married participants showed higher scores in brand evangelism and repurchase intention compared to single participants. High school graduates had significantly higher scores on all three scales compared to undergraduate and postgraduate degree holders. Regarding wealth level, participants who perceived themselves as having a high level of wealth scored higher in recreational flow and brand evangelism, while no significant difference was found in repurchase intention. Longer participation duration and higher participation frequency were associated with higher repurchase intention. Additionally, participants engaging in physical activity more frequently scored higher across all three variables. Positive and significant correlations were found between recreational flow experience, brand evangelism, and repurchase intention. Mediation analysis showed that brand evangelism partially mediated the relationship between recreational flow experience and repurchase intention. In conclusion, the findings suggest that recreational flow experiences contribute to repurchase intention both directly and indirectly through brand evangelism. Moreover, demographic characteristics influence these relationships at varying levels. Keywords: Recreational flow experience, brand evangelism, repurchase intention, nature and adventure tourism, activity holiday.