Effect of memorable tourism experiences on revisit intention to community-based tourism destination of domestic tourists in Vietnam

Abstract

— The intention to return to a destination is one of the important research topics in tourism. The antecedents of revisiting intention confirmed include trip satisfaction, destination image, tourist attitude, and, most recently, memorable tourism experiences. This study tests the hypothesis of the impact of memorable tourism experience components on the intention to revisit the destination of domestic tourists in the community-based tourism in Northern Vietnam. The memorable tourism experience components are adapted from the scale of Kim et al [16], Chandaral et al [6], and Coudounaris et al [9]. The study carried out exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and finally, linear structural equation model analysis (SEM). It confirmed eight components of memorable tourism experiences that positively influence the intention to revisit domestic tourists and do not sup-port the hypothesis that adverse feeling experiences affect revisit intention. There is no difference in intention to revisit the CBT destination between gender groups and different age groups with the research sample obtained.