Tourism experiences, memorability and behavioural intentions: a study of tourists in Sardinia, Italy

Abstract

This study examines how the co-creation of a tourism experience, the level of satisfaction that the experience generates and the different dimensions that make it memorable (hedonism, novelty, local culture, refreshment, meaningfulness, involvement, and knowledge) affect the trip experience’s overall memorability and, in turn, impact tourists’ behavioural intentions. This study used a survey questionnaire to gather data from travellers who visited Sardinia, Italy, resulting in a sample of 343 tourists for analysis. The results demonstrate the role of satisfaction and four dimensions of the memorable tourism experience scale (novelty, refreshment, involvement and knowledge) in the formation of overall trip memorability, which further influences behavioural intentions. This research contradicts studies indicating that tourists may not recall satisfactory experiences in the post-consumption phase and that co-creative tourism experiences positively affect their memorability.