Assessing Visitors’ Memorable Tourism Experiences (MTEs) in Forest Recreation Destination: A Case Study in Xitou Nature Education Area

Abstract

Providing memorable tourism experiences (MTEs) plays a crucial role in determining the competitiveness and sustainability of a destination for not only the business sector, but also the environment. Therefore, destination managers face a challenge in identifying, facilitating, and maintaining memorable tourism experiences among visitors. Although MTEs have been increasingly studied, research of the effects of MTEs on word-of-mouth and revisit behavior intentions is still at an early stage of development, particularly in the forest recreation context. The objectives of this study were twofold: To assess visitors’ MTEs in a selected forest recreation destination and to examine the effects of MTEs on word-of-mouth and revisit intentions. This study identified key memorable experiences of visitors in Xitou Nature Education Area (XNEA), Taiwan (R.O.C.), and examined the relevant relationships among MTEs and behavioral intentions. The results revealed that both refreshment and involvement experiences received the highest scores from the respondents, whereas perceived local culture received the lowest score. Refreshment, local culture, and involvement positively influenced the word-of-mouth intention of visitors. Additionally, hedonism, local culture, and involvement significantly positively influenced the revisit intention of visitors. This study provides additional insights into MTEs in nature-based tourism. The study results underline the importance of MTEs in forest recreation destinations that can encourage more word-of-mouth and revisit intentions of tourists.