Impact of memorable tourism experiences on revisiting intention : an empirical study on Santa Claus’s official hometown
Md Shahed, Mahmud (2024)
Md Shahed, Mahmud
Lapin yliopisto
2024
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi-fe2024042622833
https://urn.fi/URN:NBN:fi-fe2024042622833
Tiivistelmä
Humans develop various experiences throughout their lives. During a trip, a tourist encountered a number of experiences. Some experiences are positive, and some are negative. It’s becoming harder for destination management organisations and firms to suppress the negative aspects and provide a memorable tourism experience for guests. This research explores the association between memorable tourism experiences and revisiting intention and furthermore explores the association of memorable tourism experiences with tourists’ satisfaction, destination image, electronic word-of-mouth, and destination safety. For this, a structured questionnaire was developed, and 136 responses were collected from international tourists visiting Rovaniemi. Partial Least Square-Structural Equation Modelling statistical techniques were applied to analyse structural relationships using SmartPLS software to analyse the collected data. According to the empirical findings, memorable tourism experiences do not positively impact visitors’ intention to revisit Santa Claus’s official hometown. However, they do positively affect destination image, overall satisfaction, and electronic word-of-mouth. In contrast, overall satisfaction and revisiting intention do not have a positive association. Although electronic word-of-mouth is positively influenced by destination safety, revisiting intention is positively influenced by destination image. Nevertheless, destination safety as a moderator does not impact memorable tourism experiences and revisiting intention, as well as memorable tourism experiences and electronic word-of-mouth relationships. The study results indicate that there might be some missing links between tourist satisfaction and loyalty. Thus, a relationship marketing programme might effectively encourage tourists to revisit Rovaniemi and further improve the destination’s image and sustainability.
Kokoelmat
- Pro gradut [4308]