Investigating the Role of Memorable Tourism Experience towards Revisit Intention and Electronic Word of Mouth: A Study on Beach Tourists

Purpose: Although many studies have addressed destination marketing concepts, the relationship between beach tourists’ memorable tourism experience (MTE), revisit intention and electronic word of mouth (eWOM) remains unknown. To address this issue, the authors established a model to investigate the effects of MTE’s dimensions on revisit intention and eWOM. Research design, data and methodology: Drawing on 581 questionnaires from domestic beach tourists in Vietnam, a quantitative study approach was administered to empirically analyze a partial least squares path model in PLS-SEM. Results: The findings revealed that four dimensions of MTE including hedonism, local culture, meaningfulness and involvement have positive influence on beach tourists' revisit intention. Besides, meaningfulness and knowledge directly affect eWOM. It is worth noting that beach tourists' revisit intention significantly and directly influence their eWOM. The findings also confirm the indirect effects of hedonism, local culture, meaningfulness and involvement on eWOM through the mediating role of revisit intention. Conclusions: This study will be important to determine beach tourists’ behavior through each dimension of MTE. This study also emphasizes on the direct effect of beach tourists’ revisit intention on eWOM, as well as confirms its mediating role in the relation between MTE and eWOM. The findings will assist policymakers and destination marketers with strategies and effective future actions. KCI Citation Count: 0