What Drives Memorable Rural Tourism Experience: Evidence from Indonesian Travelers

Abstract

This study aimed to examine the effect of Arousal on Memorable rural Tourism Experiences and social media trip sharing experiences that can moderate memorable rural tourism experiences and tourist behavioral intention. This research is quantitative research with SEM-PLS software. The technique of data collection is done by the survey method. The instrument for data collection is in the form of a questionnaire distributed online to 470 tourists who have visited tourist villages in Indonesia at least once a year. The results showed that all hypotheses could be accepted. The arousal variable significantly and positively affects the Memorable Tourism Experience. Authenticity, Entertainment, and Escapism variables significantly and positively affect Arousal. Memorable rural tourism experience variables significantly and positively affect Tourist Behavioral Intention, memorable rural tourism experience, and behavioral intention moderated by social media trip sharing experiences. The results of the study have implications for consideration for increasing sustainable tourism. As for the planning and development strategy of the domestic tourism industry, we can create sensational experiences and introduce sustainable travel themes to stimulate the desire for in-depth travel and to live in tourist destinations.