A Three‐Stage Organism Structure of the Stimulus–Organism–Response (S–O–R) Framework in Tourism Research

As the number of tourism studies using the Stimulus–Organism–Response (S–O–R) framework increased, it is necessary to understand the structure of the S–O–R framework for tourism research. In the S–O–R framework, the Organism stimulated by travel experiences should have similar elements. This study aims to establish a three‐stage Organism structure (cognitive evaluation, emotional feeling, and affective feeling) through a comprehensive literature review of 132 articles. An empirical study was conducted to validate this structure. The results confirm that the three‐stage Organism structure consists of six components (image, value, emotion, flow, engagement, and satisfaction). This study offers a three‐stage Organism structure for researchers' further studies, contributing to our knowledge in adopting the S–O–R framework in tourism research.