Literature Review

Hedonism and Life Satisfaction

Hedonism is a philosophical concept that emphasizes the pursuit of pleasure and the avoidance of pain
as the ultimate goals in life (Bentham, 1789). In the late 18th century Jeremy Bentham revived
hedonism both as a psychological and as a moral theory under the umbrella of utilitarianism. Individuals
have no goal other than the greatest pleasure, thus each person ought to pursue the greatest pleasure.
In the context of psychological well-being, hedonism has been linked to subjective well-being and life
satisfaction. Research by Diener and colleagues (1999) found a positive association between hedonic
well-being, characterized by positive affect and pleasure, and overall life satisfaction. The hedonic
approach views wellbeing in terms of subjective happiness and the experience of pleasure versus
displeasure, broadly constructed to include all judgements about the good/bad elements of life. The
eudaimonic approach maintains that not all desires -not all outcomes that a person might value -would
yield wellbeing when achieved (Ryan & Deci, 2001). The term "hedonic" first appeared in consumer
literature in 1982. Hirschman and Holbrook (1982) defined hedonic consumption as "consumer behavior
related to sensory, fantasy, and emotion obtained from a product."

Pleasure Seeking in Tourism

Pleasure seeking is a fundamental motivation for individuals engaging in tourism and travel experiences.
Crompton (1979) identified hedonic motives as one of the key factors influencing tourists' travel
decisions and destination choices. Travel increases the life satisfaction of travellers through four types
ofrecovery experiences (relaxation, detachment, control, and mastery experience) (Chen, C.; Petrick, J.;
Shahvali, M). Kim and Ritchie (2014) found that pleasure-seeking tourists tend to seek novelty,
excitement, and enjoyable experiences during their trips. These findings indicate that pleasure-seeking
behaviours play a crucial role in shaping tourists' overall satisfaction and well-being.

Hedonic Experiences in Tourist Destinations

Hedonic experiences in tourist destinations encompass a range of pleasurable encounters and sensations
that individuals seek during their travel. Pine and Gilmore (1999) introduced the concept of "experiential
consumption" wherein consumers actively seek memorable and enjoyable experiences. In the context of
tourist destinations, these experiences can be derived from natural landscapes, recreational activities,
cultural events, and social interactions. Hultman and Ekström (2016) emphasized the significance of
hedonic experiences in creating lasting memories, fostering positive emotions, and enhancing visitor
satisfaction. The ability of a destination to provide hedonic experiences can influence tourists'
perception of the overall quality of their visit.
Cox's Bazar as a Tourist Destination

Cox's Bazar, located in Bangladesh, is renowned for its scenic beauty, long sandy beaches, and vibrant
cultural heritage. As one of the most popular tourist destinations in the region, Cox's Bazar attracts a
diverse range of visitors seeking hedonic experiences. Rahman and Uddin (2018) highlighted the natural
attractions of Cox's Bazar, including the Cox's Bazar Sea Beach and the Inani Beach, as key factors
contributing to tourists' satisfaction. Additionally, cultural festivals, such as the Himchari Carnival and the
Cox's Bazar Music Festival, offer visitors opportunities for immersive and pleasurable experiences (Alam
et al., 2020). The unique combination of natural beauty and cultural richness makes Cox's Bazar an ideal
setting to explore hedonistic influences on visitor satisfaction.

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