The impact of memorable tourism experiences on satisfaction, revisit intention, and electronic word-of-mouth of tourists: A Study in Vietnam

In the tourism experience economy, particularly in ecotourism, destination managers increasingly compete by designing memorable tourism experiences (MTE) that translate into satisfaction and favorable tourist behaviors after the visit. In the context of ecotourism in Can Tho, Vietnam, memorable tourism experiences increasingly play a vital role in shaping tourist satisfaction and promoting tourism behaviors. The aim of this study is to analyze the impact of memorable tourism experiences on tourist satisfaction, revisit intention, and electronic word-of-mouth (WOM) at this destination. The study employed a quantitative survey method with a sample of 400 domestic tourists engaged in ecotourism activities in Can Tho and applied Structural Equation Modeling to test the relationships among the study variables. Memorable travel experiences include seven elements: hedonism, novelty, local culture, relaxation, meaning, involvement, and knowledge. Data analysis of the survey was carried out through the following steps: descriptive statistics, reliability assessment of the scale, exploratory factor analysis, and evaluation of the structural equation model to determine the research model and hypotheses. The results show that MTE have significant positive direct effects on satisfaction (β = 0.697, p < 0.001), revisit intention (β = 0.464, p < 0.001), and WOM (β = 0.520, p < 0.001). Satisfaction also positively influences revisit intention (β = 0.216, p < 0.001) and WOM (β = 0.154, p = 0.004), and it partially mediates the impacts of MTE on revisit intention (indirect β = 0.150, p < 0.001) and WOM (indirect β = 0.107, p = 0.004). The model demonstrates satisfactory fit (SRMR = 0.046) and explains substantial variance in satisfaction (R² = 0.486), revisit intention (R² = 0.401), and WOM (R² = 0.405). The research implications emphasize the importance of designing and managing appropriate tourism experiences to enhance satisfaction, motivate tourists to revisit, and encourage them to share positive experiences through online platforms.