Investigating the mediating role of visitor satisfaction in the relationship between memorable tourism experiences and behavioral intentions in heritage tourism context

• Published in: Tourism review (Association internationale d'experts scientifiques du tourisme) 2022-03, Vol.77 (2), p.687-709
• Main Authors: Rasoolimanesh, S. Mostafa, Seyfi, Siamak, Rather, Raouf Ahmad, Hall, Colin Michael
• Format: Article
• Language: English
• Subjects: Cultural heritage; Cultural tourism; Culture; Investigations; Qualitative research; Tourism
• ISSN: 1660-5373; 1759-8451
• DOI: 10.1108/TR-02-2021-0086

Purpose This paper aims to investigate the interplay of memorable tourism experiences (MTE) dimensions in driving behavioral intentions of heritage tourists through the mediating role of satisfaction. Design/methodology/approach Empirical data were collected from tourists in the heritage city of Kashan, Iran. Partial least squares-structural equation modeling (PLS-SEM) and fuzzy-set qualitative comparative analysis (fsQCA) were applied to analyze the data. Findings The results of PLS-SEM showed that three dimensions of MTE as follows: local culture, involvement and knowledge, significantly directly or indirectly influence tourists’ behavioral intention toward a destination. However, the results of fsQCA identified greater heterogeneity among the respondents by highlighting the positive effects of hedonism and novelty on satisfaction and revisit and word-of-mouth intentions. Originality/value This study enriches the empirical evidence on MTE by constructing a composite picture of the memorability of tourists’ experiences within a heritage tourism context. This study is one of the first to investigate the effects of dimensions of MTE on behavioral intentions using both symmetric (PLS-SEM) and asymmetric approaches to identify the more significant dimensions of MTE, as well as sufficient combinations of dimensions to predict behavioral intentions. 基于遗产旅游情境下的游客满意度 对难忘旅游体验和行为意向之间关系的中介效应的研究 研究目的 本文旨在研究难忘旅游体验 (MTE) 各维度通过满意度这个中介变量来驱动遗产旅游游客行为意图的机制 研究设计/方法论/研究方法 实证数据是从伊朗遗产城市卡尚的游客那里收集的。本研究采用偏最小二乘结构方程模型（PLS-SEM）和模糊集定性比较分析（fsQCA）对数据进行分析 研究发现 偏最小二乘结构方程模型的研究结果表明，难忘旅游体验（MTE）的三个维度：当地文化、参与度和熟悉程度，显著地直接或间接地影响游客对目的地的行为意向。然而，模糊集定性比较分析的研究结果表明受访者间存在更大的异质性，其结果凸显了享乐主义和新鲜感对满意度、重游意向和口碑(WOM)意向的正效应 独创性/价值 本研究通过构建遗产旅游背景下游客体验难忘性的相互影响机制，丰富了关于难忘旅游体验（MTE）的实证研究证据。本研究是第一个同时使用对称方法（PLS-SEM）和非对称方法（fsQCA）来探究MTE各维度对行为意向的影响的研究之一，通过这种方式可以识别出MTE各维度中更为重要的维度以及维度组合，以此来预测行为意向 Estudio del papel mediador de la satisfacción del visitante en la relación entre las experiencias turísticas memorables y las intenciones de comportamiento en el contexto del turismo patrimonial Propósito Este artículo investiga la influencia de las dimensiones de las experiencias turísticas memorables (ETM) en el fomento de las intenciones de comportamiento de los turistas del patrimonio a través del papel mediador de la satisfacción. Diseño/metodología/enfoque Se recogieron datos empíricos de turistas en la ciudad patrimonial de Kashan, Irán. Para analizar los datos se aplicaron las técnicas partial least squares – structural equa