Understanding memorable tourism experiences and behavioural intentions of heritage tourists

S Mostafa Rasoolimanesh,Pezhman Hatamifar,Siamak Seyfi,C Michael Hall

doi:10.1016/j.jdmm.2021.100621

Abstract

This study aims to investigate the interplay of visitor engagement, authenticity, and destination image in driving revisit and electronic word of mouth (eWOM) intentions of heritage tourists through the mediating role of Memorable Tourism Experiences (MTE). The data for this research were collected from tourists in the UNESCO-listed heritage city of Kashan, Iran. Using a convergent parallel mixed methods approach, the study's findings highlighted the importance of MTE as a mediator of these interrelationships. The results also identified the positive direct and indirect effects of visitor engagement on revisit and eWOM intentions. The indirect effects of authenticity on revisit and eWOM intentions through MTE were also significant. The findings also showed the positive direct and indirect effects of destination image on eWOM intention, with the indirect effect on revisit intention being significant. The practical implications of the study and potential future directions for research are also discussed in the conclusion section.

Highlights

Heritage tourism offers experiences that involve visiting or engaging with “places, artefacts and activities that authentically represent the stories and people of the past and present” (Hargrove, 2002, p. 10)
As Chen and Rahman (2018) noted, the knowledge on the potential influencers of Memorable Tourism Experiences (MTE) in the context of heritage tourism is limited. This emphasizes the need for further inquiry to get a better and broader understanding of heritage tourists’ experi ences and to advance understanding of MTE in a heritage tourism setting. To address these gaps in the literature, this study develops and empirically examines an integrated model of visitor engagement, authenticity, and destination image in driving behavioural intentions of heritage tourists which is represented by revisit and electronic word of mouth intentions
Using a convergent parallel design, this study investigated the effects of visitor engagement, authenticity, and destination image on revisit and electronic word of mouth (eWOM) intentions directly and indirectly through MTE

Summary

Introduction

Heritage tourism offers experiences that involve visiting or engaging with “places, artefacts and activities that authentically represent the stories and people of the past and present” (Hargrove, 2002, p. 10). Many people search for unique travel experiences that blend culture, education, entertainment, and authenticity (Garrod & Fyall, 2000, 2001; Hall & Zeppel, 1990). Cultural heritage tourism is a significant global tourism market (Poria, Butler, & Airey, 2003; Richards, 2018). Cul tural heritage tourism experiences has potentially emerged as a signifi cant element of tourists’ memorability (Lee, 2015) which makes heritage tourism, like many other recreational and tourism practices, a form of experiential consumption (Garrod & Fyall, 2000, 2001; Hall & Zeppel, 1990; Richards, 2018). An improved understanding of the tourist experience and behavioral intentions at heritage sites and des tinations is essential to better meet the expectation of this market (Richards, 2018; Wu & Li, 2017)

Objectives

Methods

Results

Conclusion