ABSTRACT
Limited research has empirically investigated the antecedents and consequences of memorable tourism experiences (MTE). This study helps fill this gap by developing a causal relationship model among perceived value (PV), MTE and behaviour intention (BI). A total of 374 tourists completed the questionnaire. Using structural equation modelling (SEM) technique, the results indicate that PV influences BI via the mediating effect of MTE. The ‘PV-MTE-BI’ model is supported with 74% of MTE and 31% of BI explained. This study thus concludes that to attract more tourists to the food festival, the catering industry should produce tasteful, healthy, reasonably priced, diverse and pleasing food to form positive MTE, and then attract repeat customers.
Disclosure statement
No potential conflict of interest was reported by the authors.
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Notes on contributors
Ya-fen Huang
Ya-fen Huang, Ph.D student from the Faculty of Hospitality and Tourism Management, Macao University of Science and Technology. Email: [email protected].
Yang Zhang
Yang Zhang, Associate Professor at the Faculty of Hospitality and Tourism Management, Macao University of Science and Technology. Email: [email protected].
Hua Quan
Hua Quan, Professor at the Department of Event Management, Shanghai University of International Business and Economics, Email: [email protected].