The Role of the Destination Image in Creating Memorable Tourism Experience

Reference: Kutlu, D., Ayyildiz, H.. (2021). The Role of the Destination Image in Creating Memorable Tourism Experience. Journal of Tourism and Services, 23(12), 199-216. doi: 10.29036/jots.v12i23.303




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.

Author Biographies

Didem Kutlu, Vocational School of Social Sciences, Akdeniz University, Turkey

Program of Tourism and Travel Services, Vocational School of Social Sciences, Akdeniz University, Turkey, Bayındır Mahallesi, Palmiye Caddesi, Çallı Mevki, No:43 07030 Muratpaşa /ANTALYA


Didem Kutlu is a lecturer at Vocational School of Social Sciences, Akdeniz University. Her main field is marketing and tourism marketing. Her research interest (according to publications) is destination image, tourism experience, electronic word of mouth, and travel agency studies.

Hasan Ayyıldız, Karadeniz Technical University, Turkey

Production Management and Marketing, Faculty of Economics and Administrative Sciences, Karadeniz Technical University, 61080 Ortahisar / Trabzon / TÜRKİYE


His main field of research is product management and marketing. In addition, his research interest is a strategic marketing and brand management, entrepreneurship and innovation management, country image, destination image, and selected consumer behavior studies. In addition, he is head of Continuing Education Application and Research Center.