Abstract
ABSTRACT This study aims to explore meaningfulness and examine its impact on memorable tourism experience (MTE) and the subsequent effect on the revisit intention. The study also investigates the moderating effect of the perceived risk of COVID-19 on the relationship between MTE and revisit intention. The data were collected from tourists travelling to central India destinations through a survey. Partial least squares structural equation modeling (PLS-SEM) was used to analyze the collected data of 549 tourists. It is also found that MTE directly and positively influences revisit intention in tourists. The result also shows that meaningfulness indirectly affects revisit intention of tourists when the relationship is mediated via MTE. Perceived risk of COVID-19 negatively moderates the relationship between MTE and revisit intention. All these results help destination managers and tourism practitioners make more informed decisions to improve the experience of tourists further and make travel destinations more sustainable.
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