Effects of memorable tourism experience on tourist’s satisfaction and revisiting: Case of cittaslow in Taiwan

Yu Fen Tsai, Yu Chih Lin and Yaw Hwa Liou
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Yu Fen Tsai: Program for Civil Engineering, Water Resources Engineering, and Infrastructure Planning, Feng Chia University, No.100, Wenhwa Road, Seatwen, Taichung, 40724, Taiwan, R. O
Yu Chih Lin: Department of Urban Planning and Spatial Information, Feng Chia University, No.100, Wenhwa Road, Seatwen, Taichung, 40724, Taiwan, R
Yaw Hwa Liou: Department of Urban Planning and Spatial Information, Feng Chia University, No.100, Wenhwa Road, Seatwen, Taichung, 40724, Taiwan, R

International Journal of Research in Business and Social Science (2147-4478), 2021, vol. 10, issue 7, 297-309

Abstract: In the context of cittaslow (slow city), this research attempts to examine the effects of memorable tourism experience (MTE) on tourist satisfaction and revisiting intention. The research used a structured questionnaire and collected 605 valid responses from tourists that visited Sanyi Cittaslow. Analyses of the measurement model and structural model by AMOS 22.0 were used to find the associations between each MTE dimension and satisfaction, and revisit intention. Test results revealed that all MTE dimensions are predictors of tourist satisfaction, among which knowledge and involvement are the strongest predictors; satisfaction is the strongest predictor for revisiting and is the mediator for the associations of most MTE dimensions and revisiting. Since the cittaslow movement was closely related to sustainable tourism, research finding from this research provide a good reference with evidence for the promotion of cittaslow through MTE creation. Key Words:Memorable tourism experience, Cittaslow, Slow city, Satisfaction, Revisiting

Date: 2021
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