Understanding memorable tourism experiences and behavioural intentions of heritage tourists

Abstract

This study aims to investigate the interplay of visitor engagement, authenticity, and destination image in driving revisit and electronic word of mouth (eWOM) intentions of heritage tourists through the mediating role of Memorable Tourism Experiences (MTE). The data for this research were collected from tourists in the UNESCO-listed heritage city of Kashan, Iran. Using a convergent parallel mixed methods approach, the study's findings highlighted the importance of MTE as a mediator of these interrelationships. The results also identified the positive direct and indirect effects of visitor engagement on revisit and eWOM intentions. The indirect effects of authenticity on revisit and eWOM intentions through MTE were also significant. The findings also showed the positive direct and indirect effects of destination image on eWOM intention, with the indirect effect on revisit intention being significant. The practical implications of the study and potential future directions for research are also discussed in the conclusion section.