THE MEDIATING EFFECT OF POSITIVE EMOTIONS ON MEMORABLE TOURISM EXPERIENCE AFFECT TOWARDS BEHAVIORAL INTENTIONS
DOI:
https://doi.org/10.24071/icebmr.v3i1.122Keywords:
memorable tourism experience, positive emotions, revisit intention, ecommendation intentionAbstract
The objective of this study is to examine the influence of memorable tourism experiences on revisit intentions and recommendation intentions, as well as the role of positive emotions in this relationship. The focus of this research is the Bali destination. The study employs the S-O-R theory. The research was distributed to 248 respondents who had visited destinations in Bali. Sampling was conducted using the purposive sampling technique. Data collection was conducted using Google Forms, utilising social media and Kudata. The data was analysed using Structural Equation Modelling (SEM) with the help of Smart PLS software version 4.0.9.5. The results of this study indicate that memorable tourism experiences have an effect on positive emotions, but have no effect on revisit intentions and recommendation intentions. However, after adding positive emotions as a mediating variable, positive emotions are able to mediate the relationship between memorable tourism experiences on behavioural intentions. This study demonstrates that memorable tourism experiences contribute to sustainable tourism, which in turn can increase the revenue of the tourism sector through the intention to revisit and recommend destinations in Bali to others.
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Copyright (c) 2024 Helena Yovita Junijanto, Yulia Arisnani Widyaningsih (Author)
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