Title

Creating memorable experience in rural tourism: A comparison between domestic and outbound tourists

Document Type

Journal Article

Publication Title

Journal of Travel Research

ISSN

00472875

Publisher

SAGE

School

School of Business and Law

RAS ID

32263

Comments

Ye, S., Wei, W., Wen, J., Ying, T., & Tan, X. (2020). Creating memorable experience in rural tourism: A comparison between domestic and outbound tourists. Journal of Travel Research. Advance online publication. https://doi.org/10.1177/0047287520951641

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.

DOI

10.1177/0047287520951641

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