Serial Mediated Effects of Memorable Tourism Experience and Place Attachment in Transmitting Experience Economy to Tourism Loyalty in the Eastern Lanna Special Economic Area
Article Sidebar
Main Article Content
Abstract
The objectives of this research were to study the relationship between experience economy, memorable tourism experience, place attachment, and tourism loyalty. This is quantitative research using multi-stage sampling from a group of 552 tourists who have visited the Eastern Lanna Special Economic Zone. The model was analyzed using structural equation modeling (SEM). The proposed model was tested using structural equation modeling (SEM). The results showed that our data explained the model very well, whereby tourism loyalty was driven by experience economy, memorable tourism experience, and place attachment. The findings could help SME entrepreneurs understand the importance of memorable tourism experiences, which directly influence tourism loyalty. Particularly, those SME entrepreneurs with place attachments should emphasize the tourists’ impressions for visits again. The study proposed model was conceptualized using experience economy theory together with memorable tourism experience theory, aiming at enhancing the competitiveness of SME entrepreneurs in the Eastern Lanna Special Economic Area.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Views and opinions appearing in the Journal it is the responsibility of the author of the article, and does not constitute the view and responsibility of the editorial team.
References
Ali, F., Hussain, K., & Ragavan, N. A. (2014). Memorable customer experience: examining the effects of customers experience on memories and loyalty in Malaysian resort hotels. Procedia-Social and Behavioral Science, 144, 273-279.
Ali, F., Ryu, K., & Hussain. (2015). Influence of experiences on Memories, Satisfaction and Behavioral Intentions: A Study of Creative Tourism. Journal of Travel & Tourism Marketing. DOI: 10.1080/10548408.2015.1038418.
Alves, H., Cerro, A. M. C., & Mogollon, J. M. H. (2019). Enhancing rural destinations’ loyalty through relationship quality. Spanish Journal of Marketing-ESIC. DOI: 10.1108/SJME-09-2018-0041.
Chen, P. T. (2022). Influence of film destination placement on travel intention: Mediating effect of involvement and place attachment. International Journal of Tourism Cities, 9(2), 411-428. https://doi.org/10.1108/IJTC-05-2022-0132
Cohen, J. (1988). Statistical Power Analysis for the behavioral Science. Academic Press.
Chin, W. W. (1998). The partial least squares approach to structural equation modeling. In George a Marcoulides (ed.). Modern Methods for Business Research. Lawence Erlbaum Associates.
Clatworthy, S.D. (2019). The experience-centric organization: How to win through customer experience. O’Reilly Media.
Comrey, A. L., & Lee, H. B. (1992). A first course in factor analysis. Erlbaum.
Cyr, D., Head, M., & Ivanov, A. (2009). Perceived interactivity leading to e-loyalty: Development of model cognitive-affective user responses. Interanion Journal of Human-Computer Studies, 67(10), 850-869. https://doi.org/10.1016/j.ijhcs.2009.07.004
Dandotiya, R., & Aggarwal, A. (2022). An examination of tourist’s national identity, place attachment and loyalty at dark tourist destination. Kubernetes, 52(12), 6063-6077. https://doi.org/10.1108/K-08-2021-0756
Di-Clemente, E., Hernandez-Mogollon, J. M., & Campon-Cerro, A. M. (2019). Food-based experiences as antecedents of destination loyalty. British Food Journal, 121(7), 1495-1507.
Farhad, S., Tilaki, M.J.M., & Marzbali, M.H. (2020). Architectural identity and place attachment in historic neighborhoods: an empirical study in Sanandaj, Iran. Journal of Place Management and Development, 14(2), 148-162. DOI:10.1108/JPMD-02-2020-0018
Fornell, C., & Larcher, D. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
Hair, J.F., Hult, G.T.M., Ringle, C.M., & Sarstedt, M. (2013). A Primer on Partial Least Squares Structural Equation Model (PLS-SEM). SAGE.
Hernandez-Mogollon, J. M., Di-Clemente, E., & Campo-Cerro, A. M. (2020). Culinary travel experiences, quality of life and loyalty. Spanish Journal of Marketing-ESIC, 24(3), 425-446.
Kahraman, O.C., & Cifci, I. (2023). Modeling self-identification, memorable tourism experience, overall satisfaction and destination loyalty: Empirical evidence from small island destinations. Journal of Hospitality and Tourism Insights, 6(2), 1001-1023. https://doi.org/10.1108/JHTI-02-2022-0090
Khan, H. T., Humayun, A.A., & Sajjad, M. (2015). Customer Loyalty-Attitudinal and Behavioral aspects (A Review). International Journal of Information, Business and Management, 7, 163-175.
Kim, J. H. (2014). The antecedents of memorable tourism experiences: The development of a scale to measure the destination attributes associated with memorable experiences. Tourism Management, 44(1), 34-45.
Lai, I. K. W., Lu, D., & Liu, Y. (2019). Experience economy in ethnic cuisine: a case of Chengdu cuisine. British Food Journal, 122(6), 1801-1817.
Lee, Y. J. (2015). Creating memorable experiences in a reuse heritage site. Annals of Tourism Research, 55, 155-170. DOI: 10.1016/j.annals.2015.09.009
Lu, L.C., Chang, H.H., & Yu, S.T. (2012). Online shoppers’ perceptions of e-retailers’ ethics, cultural orientation, and loyalty: An exploratory study in Taiwan. Internet Research, 23(1), 47-68.
Ministry of Tourism & Sports, Thailand. (2023). Tourist Statistics 2023. https://www.mots.go.th/news/category/704
Nyamekye, M. B., Adam, D. R., Boateng, H., & Kosiba, J. P. (2021). Place attachment and brand loyalty: the moderating role of customer experience in the restaurant setting. International Hospitality Review, 37(1), 48-70.
Pine, B.J., & Gilmore, J.H. (1999). The experience economy: Work is theatre and every business a stage. Harvard Business School Press.
Ramkissoon, H., Smith, L. D. G., & Weiler, B. (2013). Testing the dimensionality of place attachment and its relationships with place satisfaction and pro-environmental behaviours: A Structural equation modelling approach. Tourism Management, 36, 552-566. https://doi.org/10.1016/j.tourman.2012.09.003
Soonsan, N., & Somkai, U. (2021). Dimensions of gastronomic experience affecting on sharing experience: place attachment as a mediator and length of stay as moderator. Journal of Hospitality and Tourism Insights. DOI: 10.1108/JHTI-07-2021-0171
Srinivason, S. S., Anderson, R., & Ponnavolu. (2002). Customer loyalty in e-commerce: An exploration of its antecedents and consequences. Journal of Retailing, 78, 41-50.
Tsaur, S., H., Wang, Y., C., Lui, C., R., & Huang, W. S. (2018). Festival attachment: antecedents and effects on place attachment and place loyalty. International Journal of Event and Festival Management, 10(1), 17-33.
Trinanda, O., Sari, Y., A., Cerya, E., & Riski, T., R. (2021). Predicting place attachment through selfie tourism, memorable tourism experience and hedonic well-being. International Tourism Studies Association, 8(2), 421-423.
Tsai, C., T. (2016). Memorable tourist experience and place attachment when consuming local food. International Journal of Tourism Research, 18(6), 536-548. https://doi.org/10.1002/jtr.2070
Wong, J., Y., & Lai, T., C. (2015). Celebrity Attachment and Behavioral intentions: The mediating role of place attachment. International Journal of Tourism Research, 17(1), 161-170.
Wang, X., Wai Lai, I.K., & Song, B. (2023). Place attachment and affinity: Turning the Mainland Chinese students into Word-of-Mouth Champions. Journal of Hospitality and Tourism Insights, 6(2), 385-403. https://doi.org/10.1108/JHTI-05-2021-0120
Zhou, Q., Pu., Y., & Su, C. (2022). The mediating role of memorable tourism experiences and destination image in the correlation between cultural heritage rejuvenation experience quality and revisiting intention. Asai Pacific Journal of Marketing and Logistics, 35(6), 1313-1329. https://doi.org/10.1108/APJML-11-2021-0829