Dual Identities, Singular Journeys: How Working Tourists' Role Perception Shapes Place Attachment Through Memorable Tourism Experience

ABSTRACT This paper reveals the memorable tourism experience of working tourists and its impact mechanism on place attachment and satisfaction. The impact of the memorable tourism experience on place attachment is moderated by the dual identities of working tourists. When working tourists identify themselves primarily as tourists, the influence of the memorable tourism experience on place attachment is relatively low. Conversely, when they identify themselves as wage earners, the influence is relatively high. Satisfaction partially mediates the impact of the memorable tourism experience on place attachment and is also moderated by dual identities. When working tourists consider themselves as tourists, satisfaction significantly mediates the influence. However, when they consider themselves as wage earners, satisfaction does not have a mediating effect. These findings substantially advance theoretical frameworks for working tourism while extending the applicability of memorable tourism experience concepts to working tourist populations.