Creating memorable experience in rural tourism: A comparison between domestic and outbound tourists
Abstract
© The Author(s) 2020. Delivering memorable experiences is the essence of the tourism industry and has been regarded as a core aspect of competitiveness for destinations under the experiential marketing paradigm. However, knowledge remains scarce regarding how memorability can be generated and how it shapes tourist behavior. Taking rural tourism as the research context, this study proposes a theoretical model in which memorability is generated through ordinary experiences (perceived quality and satisfaction) and extraordinary experiences (perceived novelty and delight), which go on to influence word of mouth. This model was tested using two data sets gathered from Chinese tourists visiting rural destinations in China (n = 873) and in New Zealand (n = 500), respectively. Findings from the two groups are compared and discussed.
Document Type
Journal Article
Date of Publication
2021
ISSN
00472875
Publication Title
Journal of Travel Research
Publisher
SAGE
School
School of Business and Law
RAS ID
32263
Copyright
subscription content
Comments
Ye, S., Wei, W., Wen, J., Ying, T., & Tan, X. (2021). Creating memorable experience in rural tourism: A comparison between domestic and outbound tourists. Journal of Travel Research, 60(7), 1527-1542. https://doi.org/10.1177/0047287520951641