Tourist behavioural intentions in ghost tourism: The case of Taiwan

This study used stimulus‐organism‐response theory to identify hypothetical relationships among tourist perception, emotion, memorability, and behavioural intention in ghost tourism. A questionnaire survey was conducted, and 445 valid responses were collected at the Liu Ancient Building. The results revealed significant positive relationships between tourist perception and positive and negative emotions. Furthermore, the results indicated that emotion correlated with memorability. With regard to ghost tourism, positive emotions considerably affect memory than negative emotions. Memorability, a precise predictor of behavioural intention, plays a mediating role between positive emotion and behavioural intention, particularly in ghost tourism. This study provides some suggestions for enhancing behavioural intention and guidance with regard to ghost tourism.