The Role of Tourist Experience in Shaping Memorable Tourism Experiences and Behavioral Intentions.

Juliana; Sihombing, Sabrina O.; Antonio, Ferdi; Sijabat, Rosdiana; Bernarto, Innocentius

Tourism experiences have become central to understanding travel behavior, as they go beyond the mere consumption of a product or service and include a holistic encounter with a destination. This study explores the important role of tourists' experiences in shaping memorable tourism experiences and subsequent behavioral intentions. Based on a comprehensive review of the literature on tourist behavior and destination marketing, this research examines the complex relationship between the quality of tourism experiences and the formation of lasting memories, as well as their influence on tourists' future behavioral intentions. This research uses a quantitative data approach collected through surveys. Quantitative data analysis was used to measure the relationship between these experiences and tourists' intention to revisit and recommend the Sawarna Tourism Village. These findings highlight the multidimensional nature of the tourist experience, which includes sensory, emotional, cognitive, and social dimensions. Positive experiences and negative experiences were identified as significant contributors to the creation of lasting memories. In addition, this research reveals that memorable tourism experiences have a major influence on behavioral intentions, with satisfied tourists showing a higher likelihood of repeat visits, positive recommendations regarding tourist villages. Using data obtained from the results of a survey of 201 respondents visiting Sawarna Tourism Village. The research results stated that eleven hypotheses were supported, and three hypotheses were not supported. This research contributes to the theoretical framework of tourist behavior and provides practical insights for the development and marketing of tourist villages. Implications for tourism village marketers and tourism village managers and policy makers are discussed, emphasizing the importance of crafting experiences that align with the diverse needs and expectations of tourists. By understanding the mechanisms through which experiences shape memories and subsequent behavior, tourism village stakeholders can strategically improve the overall tourism offering, foster long-term relationships with visitors and have a positive impact on the image and competitiveness of tourist villages.

PLACE marketing; TOURIST attitudes; QUANTITATIVE research; SOCIAL media; STAKEHOLDERS

International Journal of Sustainable Development & Planning, 2024, Vol 19, Issue 4, p1319

1743-7601

Academic Journal

10.18280/ijsdp.190410