Creating Memorable Experience in Rural Tourism: A Comparison between Domestic and Outbound Tourists

Abstract

Delivering memorable experiences is the essence of the tourism industry and has been regarded as a core aspect of competitiveness for destinations under the experiential marketing paradigm. However, knowledge remains scarce regarding how memorability can be generated and how it shapes tourist behavior. Taking rural tourism as the research context, this study proposes a theoretical model in which memorability is generated through ordinary experiences (perceived quality and satisfaction) and extraordinary experiences (perceived novelty and delight), which go on to influence word of mouth. This model was tested using two data sets gathered from Chinese tourists visiting rural destinations in China ( n = 873) and in New Zealand ( n = 500), respectively. Findings from the two groups are compared and discussed.