Memorable adventure tourism experience: Constructs and consequences
List of Authors
  • Jan-Fui Liew , Zuraidah Sulaiman

Keyword
  • memorable tourism experience, destination loyalty, adventure tourism, adventure tourist experience

Abstract
  • Tourist experience constitutes the forefront of the flourishing tourism and hospitality industry. Memorable tourism experience (MTE) has been reckoned as one of the main aspects that increase the attractiveness of tourist destinations. As such, MTE has garnered the attention of researchers and practitioners with the notion that being able to provide a memorable experience will increase positive behavioural intention. Nevertheless, not all tourism experience is memorable, as memory is selectively formed by individual assessment of the experience. Adventure tourism experience is a form of tourism that offers experiences involving some kind of danger and uncertainty. This paper probed into the construction of a memorable adventure tourism experience, and then, developed a theoretical study framework to connect the relationship with destination loyalty. The outcomes may facilitate adventure destination managers devise effective tourism plans to attract loyal visitors, apart from increasing the quality of experiences at destinations. To date, adventure tourism has become accessible to the masses, while previously small, niche, and relatively exclusive for certain groups of tourists. Adventure tourism experience is a key destination competitiveness factor, whereas memorable adventure tourism experience is the key factor that motivates tourists to travel to a particular adventure destination.

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