A memorable tourism experience and its effect on country image

Abstract

ABSTRACT This study explores the importance of memorable tourist experience for the formation of positive image traits and behaviours for a country image in a tourism context, recognizing the central role played by experiential satisfaction. Given the significance of experience design for academia and practitioners, it focuses on how memorable tourism experiences impact on image, satisfaction and behaviour. The proposed conceptual model is tested in a quantitative study that took place in Athens, Greece. The findings confirm the direct and indirect impact of memorable tourism experience on country image formation. Thus, the study offers a reliable empirical justification of a theoretically grounded model that contributes to scholarly thought and practitioners’ understanding on how to best inspire future behaviour through experience.