Title: The effect of tourism quality and memorable tourist experience on the satisfaction and revisit willingness of tourists to a tourism and leisure town

Authors: Huina Gao; Chun Liu; Anqi Qiu; Yujia Wang; Huicai Gao

Addresses: Department of Tourism Management, Beijing International Studies University, Beijing, China ' Department of Tourism Management, Beijing International Studies University, Beijing, China ' Department of Tourism Management, Beijing International Studies University, Beijing, China ' School of Education, Environment and Development, University of Manchester, Manchester, UK ' School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Hong Kong

Abstract: Revisit intention is regarded as a crucial element for the sustainable development of tourism and leisure towns (TLTNs). Previous studies have separately examined the revisit intention from the perspective of service quality, memorable tourist experience (MTE) and satisfaction. However, research of the integration effect of product quality (tangible quality) and service quality (intangible quality) on tourist's revisit intention is limited. Based on 248 questionnaire data, this study explored the effect of tourism quality in the TLTNs on tourists' revisit intention with the mediating effect of MTE and satisfaction. Results showed that tourism quality positively influenced MTE and satisfaction that MTE positively influenced satisfaction and that satisfaction positively influenced revisit intention. Moreover, MTE partially mediated the relationship between tourism quality and satisfaction. Satisfaction exerted full mediating effects on the relationships between tourism quality and revisit intention and between MTE and revisit intention respectively. Both the theoretical and practical implications were discussed.

Keywords: tourism quality; tourism and leisure town; TLTN; revisit intention; memorable tourist experience; MTE; tourist satisfaction.

DOI: 10.1504/IJLTM.2022.131082

International Journal of Leisure and Tourism Marketing, 2022 Vol.7 No.4, pp.325 - 348

Received: 05 Sep 2022
Accepted: 21 Feb 2023
Published online: 24 May 2023 *

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