The Effect of Memorable Experience on Behavioral Intentions in Tourism: A Structural Equation Modeling Approach

Abstract

This study develops and tests a model to investigate the effects of memorable tourism experiences on future behavioral intentions (e. g., revisiting). A structural equation modeling analysis reveals that the memorable experiential components of involvement, hedonism, and local culture positively affect behavioral intention to revisit the same destination, repractice the same tourist activities, and generate positive word-of-mouth publicity. The research findings contribute to a better understanding of memorable tourism experiences and the experiential factors that enhance positive behavioral intentions. The theoretical and managerial implications of the study results are discussed in detail.