Understanding memorable tourism experiences as the determinants of tourists' behaviour

Abstract

Abstract This study empirically investigated a theoretical model predicting the direct and indirect effects of memorable tourism experiences (MTEs) on behavioural intentions via destination image and tourists' satisfaction in yoga tourism. This research was conducted using data collected from 502 tourists visiting Rishikesh in India. Using confirmatory factor analysis and SPSS macro (PROCESS), findings confirmed that MTEs influenced behavioural intentions both directly and indirectly via destination image and tourists' satisfaction. MTEs were found as the strongest influencer of behavioural intentions in yoga tourism. This study opposes those researchers and practitioners who argued tourists' satisfaction alone as the most significant influencer of destination performance.

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