What Drives Memorable Rural Tourism Experience: Evidence from Indonesian Travelers

Abstract

This study aimed to examine the effect of Arousal on Memorable rural Tourism Experiences and social media trip sharing experiences that can moderate memorable rural tourism experiences and tourist behavioral intention. This research is quantitative research with SEM-PLS software. The technique of data collection is done by the survey method. The instrument for data collection is in the form of a questionnaire distributed online to 470 tourists who have visited tourist villages in Indonesia at least once a year. The results showed that all hypotheses could be accepted. The arousal variable significantly and positively affects the Memorable Tourism Experience. Authenticity, Entertainment, and Escapism variables significantly and positively affect Arousal. Memorable rural tourism experience variables significantly and positively affect Tourist Behavioral Intention, memorable rural tourism experience, and behavioral intention moderated by social media trip sharing experiences. The results of the study have implications for consideration for increasing sustainable tourism. As for the planning and development strategy of the domestic tourism industry, we can create sensational experiences and introduce sustainable travel themes to stimulate the desire for in-depth travel and to live in tourist destinations.

Factors Influencing Visitor Satisfaction and Revisit Intention in Lombok Tourism: The Role of Holistic Experience, Experience Quality, and Vivid Memory

“…Based on the previous gap, a relationship was identified: if travelers are enthusiastic and excited about their journeys, they gain knowledge about the destination, which can then be shared with other people. Preliminary research findings are supported by some studies [30][31][32], which demonstrate that Experience Quality has a positive and significant effect on Wow Tourism.…”

“…The analysis in this study uses the structural equation model (SEM-PLS) with the Partial Least Square (PLS) approach. SEM-PLS in this study is used to test the estimation and significance of the Bootstrap method [32]. The main procedure with PLS-SEM is based on two types of models, namely outer and inner models.…”

“…This shows that Experience Quality provides a sense of pleasure beyond the expectations of tourists with a significant value or a P-value of 0.000, so it can be concluded that tourists are very enthusiastic about visiting the island of Lombok and will have a revisit intention. Experience Quality has a positive impact on WOW Tourism, and this is because travelers recommend safe destinations and share their experience with others [30][31][32].…”

The influencing factors of tourists’ behavioral intention in City walk in Malaysia

“…A tourism experience constitutes a complex combination of subjective factors that shapes a tourist's feelings and attitudes during their visit (Obradović et al, 2023;Yin et al, 2023). After the experience, the tourist stores information about it in their memory (Juliana et al, 2022), both positive and negative (C. Wang et al, 2020). However, tourists generally remember only a few eeting moments of an entire trip (Anaya & Lehto, 2023), which are then recalled to share with others and to make future travel decisions (Kim, 2022;Yan & Halpenny, 2019).…”

A Storytelling-Based Marketing Strategy Using the Sigale-Gale Storynomics as a Communication Tool for Promoting Toba Tourism

“…The use of storynomics in the form of folk stories that can be used to support tourism can be seen from previous studies [10][11][12][13][14][15][16][17][18][19][20][21][22][23][24][25][26][27][28][29], where storynomics derived from folklore are considered appropriate and able to market tourism in Indonesia in building sustainable tourism. However, the above studies have not clearly described the process of conveying these stories through storytelling.…”