Abstract
MEMEs are an image presented about real or fictional entities, brands, or destinations. It is an important issue what effect MEMEs, which are frequently used especially among the young generation, have on awareness and choice. This study investigated 1) the relationships between a MEME’s entertainment value, attitude toward the MEME, destination awareness, and intention to visit; 2) the mediating effect of attitude toward a MEME on the relationship between the MEME’s entertainment value and destination awareness and intention to visit; 3) the moderating effect of like intention and share intention on the relationship between attitude toward the MEME and destination awareness and intention to visit. Data were collected between 1 December 2022 and 7 March 2023 using convenience sampling, yielding 294 valid responses. A survey was used as a data collection tool. The analysis revealed significant positive relationships between a MEME’s entertainment value and attitude toward MEME, between attitude toward a MEME and destination awareness, between attitude toward a MEME and intention to visit, and between destination awareness and intention to visit. In addition, attitude toward the MEME partially mediated the effect of the MEME’s entertainment value on destination awareness and behavioral intention. Finally, share intention moderated the relationship between attitude toward the MEME and destination awareness.
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