The Role of the Destination Image in Creating Memorable Tourism Experience

Abstract

This study aims to investigate the impact of destination image on memorable tourism experience (MTE). We also analyzed the effect of memorable tourism experience on revisit intention. Since there is a limited number of studies on the relationship between destination image and MTE, this study will contribute to the literature. Non-probability convenience sampling method was used to select the sample. The research was conducted with a total of 707 tourists who visited Antalya, Turkey. The data obtained from the study were analyzed using SPSS 20 and LISREL 8.7 package programs. Hierarchical regression analysis was used to analyze the data in the study. Our results indicate that the dimensions of the destination image, namely natural attractions, cultural attractions, tourism infrastructure, and general infrastructure, significantly influence hedonism and local culture. However, dimensions of destination image partly affect novelty, involvement, meaningfulness, and knowledge. Regarding the second objective, the results revealed that MTE dimensions explained 21.9% of the variance in revisit intention. Since novelty is an important antecedent of MTE and revisits intention, novelty and initiatives related to the tourism sector should be constantly monitored. Destination management organizations could be contributed to the formation of MTE by increasing the activities such as festivals, competitions, exhibitions and encouraging tourists to participate in these activities. Other managerial implications are discussed based on the study results, and directions for future research are provided.