PENGUJIAN MEMORABLE TOURISM EXPERIENCE (MTE) TERHADAP BEHAVIORAL INTENTION PADA WISATAWAN DI KAWASAN WISATA BAHARI SUMATERA BARAT

Abstract

This study presents the findings of an explanatory research which examines the effect of Memorable Tourism Experience (MTE) on Behavioral Intention of marine tourism travelers in West Sumatera, Indonesia. 115 qualified questionnaires were used for the analysis. The findings of this study reveals that only four factors of Memorable Tourism Experience – local culture, refreshment, meaningfullness and novelty – that affected traveller’s behavioral intentions to revisit the same destination, repractice the same tourist activities, and generate positive word-of-mouth. The research findings contribute to a better understanding of Memorable Tourism Experience factors that enhance positive behavioral intentions. The theoretical and managerial implication of the study results are discussed in detail.Keywords—tourism experience, memorable experience, memorable tourism experience, behavioral intentions