The effect of memorable tourism experience on destination image and intention to revisit

The main purpose of this study is to reveal how a memorable tourism experience affects guests' perceptions of the destination and their intention to revisit the same destination in the future. The hypotheses developed in this direction are aimed at examining the effect of the memorable tourism experience on the two basic outcomes of the perceived destination image and revisit intention. The basic assumption of the research is that a positive and unforgettable tourism experience will cause visitors to develop a more positive image of the destination, and this positive image will strengthen revisit behavior. Structural equation modeling was used in the empirical part of the research and the analysis was carried out in two stages. In the first stage, the validity of the measurement model was tested with confirmatory factor analysis, and in the second stage, the hypotheses were tested with path analysis. According to the results obtained from the path analysis, the factor loadings and general goodness of fit indices of the model are at a satisfactory level. Research findings show that when guests actively participate in touristic experiences, these experiences are mentally encoded more strongly and remain in long-term memory. In other words, as the level of participation increases, the memorability of the destination increases, which creates positive effects on the destination image and intention to revisit. In this context, it has been determined that there is a positive and significant relationship between participation and memorability. The main purpose of this study is to reveal how a memorable tourism experience affects guests' perceptions of the destination and their intention to revisit the same destination in the future. The hypotheses developed in this direction are aimed at examining the effect of the memorable tourism experience on the two basic outcomes of the perceived destination image and revisit intention. The basic assumption of the research is that a positive and unforgettable tourism experience will cause visitors to develop a more positive image of the destination, and this positive image will strengthen revisit behavior Structural equation modeling was used in the empirical part of the research and the analysis was carried out in two stages. In the first stage, the validity of the measurement model was tested with confirmatory factor analysis, and in the second stage, the hypotheses were tested with path analysis. According to the results obtained from the path analysis, the factor loadings and general goodness of fit indices of the model are at a satisfactory level. Research findings show that when guests actively participate in touristic experiences, these experiences are mentally encoded more strongly and remain in long-term memory. In other words, as the level of participation increases, the memorability of the destination increases, which creates positive effects on the destination image and intention to revisit. In this context, it has been determined that there is a positive and significant relationship between participation and memorability. In the study, Antalya destination (Mediterranean Region), one of Türkiye's important tourism destinations, was selected as a sample and data on visitors' revisit intentions in the context of a memorable tourism experience was collected. The research was conducted with quantitative methods and the relationship between perceived destination image and revisit intention was examined in detail. In the context of this relationship, the determining factors of memorable tourism destinations are emphasized. The findings show that tourism experiences are not limited to instant gratification; It has also been revealed that it includes elements that are encoded in individuals' mental processes, leave emotional traces and have long-term memorability. In this context, a memorable tourism experience is considered as a multidimensional phenomenon that enables an individual to keep his/her memories, perceptions and emotional reactions about a destination for a long time.