VALIDATING THE INFLUENCE OF MEMORABLE SUSTAINABLE TOURISM EXPERIENCES ON REVISIT INTENTIONS: A STRUCTURAL EQUATION MODELLING APPROACH

In response to the growing demand for sustainable experiences, this study aims to examine how Memorable Sustainable Tourism Experiences (MSTE) influence tourists’ intention to revisit a destination. Grounded by Kim’s (2017) Memorable Tourism Experience (MTE) model, this research introduces two additional dimensions, local guide and responsible practices, to better reflect the unique dynamics of sustainable tourism experience. These additions represent the novelty of the study, offering a more comprehensive understanding of what makes memorable sustainable tourism experiences. A structured survey was administered to 233 tourists who participated in sustainable tourism experience. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results revealed that hedonism, local culture, refreshment, and responsible practices significantly influence revisit intention. Interestingly, the role of local guides showed a negative effect, while knowledge, meaningfulness, novelty, and involvement were not statistically significant. This study contributes to the academic discourse by expanding the theoretical model of MTEs to incorporate sustainable features, while also providing practical insights for destination managers seeking to enhance tourist satisfaction and loyalty through meaningful, sustainable tourism experiences.