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1 – 2 of 2Ayush Guleria, Richa Joshi and Mohd. Adil
This study aims to examine the impact of the structural linkages between memorable tourism experiences, destination attachment, tourists’ satisfaction and customer-based…
Abstract
Purpose
This study aims to examine the impact of the structural linkages between memorable tourism experiences, destination attachment, tourists’ satisfaction and customer-based destination brand-equity on tourists’ storytelling intentions.
Design/methodology/approach
The authors proposed a conceptual model that examines how memorable experiences contribute to tourists’ sense of attachment to a destination, which can lead to their willingness to share their trip stories. Using partial least square estimation, the authors analysed the conceptual model through data generated by a survey of 448 Indian domestic tourists.
Findings
Study confirms the validity and usefulness of the conceptualized model, as it shows significant correlations between the key variables. Specifically, the authors found that positive and memorable tourism experiences significantly affect tourists’ attachment and their satisfaction with destinations. As a result, tourists who form a strong customer-based destination brand equity are more likely to develop storytelling intentions.
Originality/value
To the best of the authors’ knowledge, current study is the earliest to explore the association between memorable tourism experiences, tourist satisfaction, attachment, customer-based brand equity and how they impact storytelling intentions of tourists.
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Ayush Guleria, Richa Joshi and Mohd Adil
Utilising the stimulus-organism-response (S-O-R) theoretical framework, this study investigated how destination attachment and overall satisfaction mediate the linkage between…
Abstract
Purpose
Utilising the stimulus-organism-response (S-O-R) theoretical framework, this study investigated how destination attachment and overall satisfaction mediate the linkage between memorable tourism experiences and customer-based destination brand equity (CBDBE).
Design/methodology/approach
The authors study presents a model that illustrates how memorable tourism experiences can influence CBDBE by impacting tourists' attachment and overall satisfaction with a destination. The model was tested using empirical data obtained through a survey of 382 Indian domestic tourists. The data were analysed using the SPSS AMOS (Statistical Package for Social Sciences Analysis of a Moment Structures) programme.
Findings
This study validates the accuracy and effectiveness of the suggested conceptual model, demonstrating significant linkage between the variables of the study. Accordingly, it was observed that positive memorable tourism experiences have a notable impact on the development of attachment and satisfaction with the tourist destination forming strong CBDBE.
Practical implications
The study's primary managerial recommendation is that, to achieve sustainable competitive advantage, destination management organisations should give priority to memorable experiences and positive emotions instead than only concentrating on product-centred marketing. Second, destination managers must mould their business models based on the link between memorable tourism experiences, destination attachment, satisfaction and CBDBE.
Originality/value
Perhaps, the authors' research is one of the earliest to explore the relationship between tourists' overall satisfaction, attachment to a destination and memorable experiences and how they impact customer-based brand equity (CBBE) for a specific urban hill station destination.
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