From memory to behavior: The role of memorable tourism experiences and destination image in shaping revisit intention through emotions
Date Published:
02/12/2025
Online Published:
25/11/2025
Section:
Business Administration, Marketing, Commerce, and Tourism
Main Article Content
Abstract
This study investigates the impact of memorable tourism experiences (MTEs) and destination image (DI) on international tourists’ intentions to revisit Ho Chi Minh City (HCMC), with a focus on the mediating effect of post-trip emotional experiences. 27 in-depth interviews were conducted, using the Stimulus-Organism-Response (S-O-R) framework, to investigate how personal memories and emotional connections drive revisit behavior. The results indicate that MTEs and DI do not immediately contribute to revisit intention. Instead, emotions such as a sense of nostalgia, attachment, and the desire to share experiences are recognized as a powerful psychological motivator. Negative emotions, such as annoyance or alienation, on the other hand, reduce the desire to return, even when some encounters are favorable. A notable contribution of this study is its identification of an emotional state that does not shape behavioral intentions, in which visitors maintain meaningful memories but are hesitant to return because of fearing upsetting idealized memories. The study offers practical implications for urban locations, such as Ho Chi Minh City, to promote emotional connections beyond surface attractions, with authentic encounters and ordinary local life serving as strong emotional drivers.
Article Details
Field of Economic (JEL Codes)
M10 - General - Business Administration, Z32 - Tourism and Development - Z33 - Marketing and Finance - Tourism Economics
References
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Baloglu, S., & McCleary, K. W. (1999). A model of destination image formation. Annals of Tourism Research, 26(4), 868–897. https://doi.org/10.1016/S0160-7383(99)00030-4
Basaran, U. (2016). Examining the relationships of cognitive, affective, and conative destination image: A research on Safranbolu, Turkey. International Business Research, 9(5), 164-179. https://doi.org/10.5539/ibr.v9n5p164
Baumeister, R. F., Bratslavsky, E., Finkenauer, C., & Vohs, K. D. (2001). Bad is stronger than good. Review of general psychology, 5(4), 323-370. https://doi.org/10.1037/1089-2680.5.4.323
Bigné, J. E., Andreu, L., & Gnoth, J. (2005). The theme park experience: An analysis of pleasure, arousal and satisfaction. Tourism management, 26(6), 833-844. https://doi.org/10.1016/j.tourman.2004.05.006
Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77-101. https://doi.org/10.1191/1478088706qp063oa
Chen, C. M., Lee, H. T., Chen, S. H., & Huang, T. H. (2011). Tourist behavioural intentions in relation to service quality and customer satisfaction in Kinmen National Park, Taiwan. International Journal of Tourism Research, 13(5), 416-432. https://doi.org/10.1002/jtr.810
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Coleman, M. L., Ragan, M., & Dari, T. (2024). Intercoder reliability for use in qualitative research and evaluation. Measurement and Evaluation in Counseling and Development, 57(2), 136-146. https://doi.org/10.1080/07481756.2024.2303715
Creswell, J. W. (2013). Qualitative inquiry and research design: Choosing among five approaches (3rd ed.). SAGE Publications. https://docs.edtechhub.org/lib/XAH8M47G
González-Reverté, F., Corrons, A., & Gomis-López, J. M. (2025). Exploring the role of memorable tourism experiences and place attachment in the revisit intention of tourists staying in short-term rentals. Journal of Hospitality and Tourism Insights, 8(11), 79-99. https://doi.org/10.1108/JHTI-05-2024-0451
Guest, G., Bunce, A., & Johnson, L. (2006). How many interviews are enough? An experiment with data saturation and variability. Field Methods, 18(1), 59-82. https://doi.org/10.1177/1525822X05279903
Hosany, S., Prayag, G., Deesilatham, S., Causevic, S., & Odeh, K. (2022). Measuring tourists’ emotional experiences: Further validation of the destination emotion scale. Journal of Travel Research, 54(4), 482-495. https://doi.org/10.1177/0047287514522878
Hosany, S., Prayag, G., Van Der Veen, R., Huang, S., & Deesilatham, S. (2017). Mediating effects of place attachment and satisfaction on the relationship between tourists’ emotions and intention to recommend. Journal of Travel Research, 56(8), 1079-1093. https://doi.org/10.1177/0047287516678088
Jang, S. S., & Feng, R. (2007). Temporal destination revisit intention: The effects of novelty seeking and satisfaction. Tourism management, 28(2), 580-590. https://doi.org/10.1016/j.tourman.2006.04.024
Jang, S. S., & Namkung, Y. (2009). Perceived quality, emotions, and behavioral intentions: Application of an extended Mehrabian–Russell model to restaurants. Journal of Business Research, 62(4), 451-460. https://doi.org/10.1016/j.jbusres.2008.01.038
Kim, H., & Chen, J. S. (2019). The memorable travel experience and its reminiscence functions. Journal of Travel Research, 58(4), 637-649. https://doi.org/10.1177/0047287518772366
Kim, J.-H., Ritchie, J. B., & McCormick, B. (2012). Development of a scale to measure memorable tourism experiences. Journal of Travel research, 51(1), 12-25. https://doi.org/10.1177/0047287510385467
Kim, J. H. (2018). The impact of memorable tourism experiences on loyalty behaviors: The mediating effects of destination image and satisfaction. Journal of Travel Research, 57(7), 856-870. https://doi.org/10.1177/0047287517721369
Kim, S., & Yoon, Y. (2003). The hierarchical effects of affective and cognitive components on tourism destination image. Journal of Travel & Tourism Marketing, 14(2), 1-22. https://doi.org/10.1300/J073v14n02_01
Kvale, S., & Brinkmann, S. (2009). Interviews: Learning the craft of qualitative research interviewing. SAGE.
Larsen, S. (2007). Aspects of a psychology of the tourist experience. Scandinavian Journal of Hospitality and Tourism, 7(1), 7-18. https://doi.org/10.1080/15022250701226014
Lin, C.-H., Morais, D. B., Kerstetter, D. L., & Hou, J. S. (2007). Examining the role of cognitive and affective image in predicting choice across natural, developed, and theme-park destinations. Journal of Travel Research, 46(2), 183-194. https://doi.org/10.1177/0047287506304049
Loureiro, S. M. C. (2014). The role of the rural tourism experience economy in place attachment and behavioral intentions. International Journal of Hospitality Management, 40, 1-9. https://doi.org/10.1016/j.ijhm.2014.02.010
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. The MIT Press.
Nguyen, T. T. T., & Duong, T. D. H. (2025). The role of nostalgic emotion in shaping destination image and behavioral intentions – An empirical study. Journal of Hospitality and Tourism Insights, 8(2), 735-752. https://doi.org/10.1108/JHTI-05-2024-0463
Orb, A., Eisenhauer, L., & Wynaden, D. (2001). Ethics in qualitative research. Journal of Nursing Scholarship, 33(1), 93-96. https://doi.org/10.1111/j.1547-5069.2001.00093.x
Otto, J. E., & Ritchie, J. R. B. (1996). The service experience in tourism. Tourism management, 17(3), 165-174. https://doi.org/10.1016/0261-5177(96)00003-9
Prayag, G., & Ryan, C. (2012). Antecedents of tourists’ loyalty to Mauritius: The role and influence of destination image, place attachment, personal involvement, and satisfaction. Journal of Travel Research, 51(3), 342-356. https://doi.org/10.1177/0047287511410321
Prayag, G., Hosany, S., Muskat, B., & Del Chiappa, G. (2017). Understanding the relationships between tourists’ emotional experiences, perceived overall image, satisfaction, and intention to recommend. Journal of travel research, 56(1), 41-54. https://doi.org/10.1177/0047287515620567
Ramkissoon, H., Weiler, B., & Smith, L. D. G. (2012). Place attachment and pro-environmental behaviour in national parks: The development of a conceptual framework. Journal of Sustainable tourism, 20(2), 257-276. https://doi.org/10.1080/09669582.2011.602194
Rashid, Y., Rashid, A., Warraich, M. A., Sabir, S. S., & Waseem, A. (2019). Case study method: A step-by-step guide for business researchers. International Journal of Qualitative Methods, 18. https://doi.org/10.1177/1609406919862424
Rasoolimanesh, S. M., & Lu, S. (2024). Enhancing emotional responses of tourists in cultural heritage tourism: The case of Pingyao, China. Journal of Heritage Tourism, 19(1), 91-110. https://doi.org/10.1080/1743873X.2023.2254420
Servidio, R., & Ruffolo, I. (2016). Exploring the relationship between emotions and memorable tourism experiences through narratives. Tourism Management Perspectives, 20, 151-160. https://doi.org/10.1016/j.tmp.2016.07.010
Stepchenkova, S., & Mills, J. E. (2010). Destination image: A meta-analysis of 2000–2007 research. Journal of Hospitality Marketing & Management, 19(6), 575–609. https://doi.org/10.1080/19368623.2010.493071
Sthapit, E., & Coudounaris, D. N. (2018). Memorable tourism experiences: Antecedents and outcomes. Scandinavian Journal of Hospitality and Tourism, 18(1), 72-94. https://doi.org/10.1080/15022250.2017.1287003
Stone, M. J., Soulard, J., Migacz, S., & Wolf, E. (2018). Elements of memorable food, drink and culinary tourism experiences. Journal of Travel Research, 57(8), 1121-1132. https://doi.org/10.1177/0047287517729758
Stylidis, D., Shani, A., & Belhassen, Y. (2017). Testing an integrated destination image model across residents and tourists. Tourism Management, 58, 184-195. https://doi.org/10.1016/j.tourman.2016.10.014
Stylos, N., Vassiliadis, C. A., Bellou, V., & Andronikidis, A. (2016). Destination images, holistic images and personal normative beliefs: Predictors of intention to revisit a destination. Tourism management, 53, 40-60. https://doi.org/10.1016/j.tourman.2015.09.006
Tonge, J., Ryan, M. M., Moore, S. A., & Beckley, L. E. (2015). The effect of place attachment on pro-environment behavioral intentions of visitors to coastal natural area tourist destinations. Journal of Travel Research, 54(6), 730-743. https://doi.org/10.1177/0047287514533010
Le, L. (2023). Powerful plan mooted for tourism. Vietnam Investment Review - VIR. https://vir.com.vn/powerful-plan-mooted-for-tourism-100684.html
Yin, C.-Y., Poon, P., & Su, J.-L. (2017). Yesterday once more? Autobiographical memory evocation effects on tourists’ post-travel purchase intentions toward destination products. Tourism Management, 61, 263-274. https://doi.org/10.1016/j.tourman.2017.02.014
Zamawe, F. C. (2015). The implication of using NVivo software in qualitative data analysis: Evidence-based reflections. Malawi Medical Journal, 27(1), 13-15. https://doi.org/10.4314/mmj.v27i1.4
Zhang, X., Chen, Z., & Jin, H. (2021). The effect of tourists’ autobiographical memory on revisit intention: Does nostalgia promote revisiting?. Asia Pacific Journal of Tourism Research, 26(2), 147-166. https://doi.org/10.1080/10941665.2020.1718171
Zhao, Z., Shi, D., Huang, Z., & Liu, X. (2023). How does tourism memory affect revisit decisions? The mediating role of episodic future thinking. Tourism Management Perspectives, 49. https://doi.org/10.1016/j.tmp.2023.101199
Zoëga Ramsøy, T., Michael, N., & Michael, I. (2019). A consumer neuroscience study of conscious and subconscious destination preference. Scientific Reports, 9. https://doi.org/10.1038/s41598-019-51567-1
Anaya, G. J., & Lehto, X. (2023). ‘Moments to be had’: Understanding the experience of memorable tourism moments. Tourism Management, 95. https://doi.org/10.1016/j.tourman.2022.104674
Baker, D. A., & Crompton, J. L. (2000). Quality, satisfaction and behavioral intentions. Annals of Tourism Research, 27(3), 785-804. https://doi.org/10.1016/S0160-7383(99)00108-5
Baloglu, S., & McCleary, K. W. (1999). A model of destination image formation. Annals of Tourism Research, 26(4), 868–897. https://doi.org/10.1016/S0160-7383(99)00030-4
Basaran, U. (2016). Examining the relationships of cognitive, affective, and conative destination image: A research on Safranbolu, Turkey. International Business Research, 9(5), 164-179. https://doi.org/10.5539/ibr.v9n5p164
Baumeister, R. F., Bratslavsky, E., Finkenauer, C., & Vohs, K. D. (2001). Bad is stronger than good. Review of general psychology, 5(4), 323-370. https://doi.org/10.1037/1089-2680.5.4.323
Bigné, J. E., Andreu, L., & Gnoth, J. (2005). The theme park experience: An analysis of pleasure, arousal and satisfaction. Tourism management, 26(6), 833-844. https://doi.org/10.1016/j.tourman.2004.05.006
Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77-101. https://doi.org/10.1191/1478088706qp063oa
Chen, C. M., Lee, H. T., Chen, S. H., & Huang, T. H. (2011). Tourist behavioural intentions in relation to service quality and customer satisfaction in Kinmen National Park, Taiwan. International Journal of Tourism Research, 13(5), 416-432. https://doi.org/10.1002/jtr.810
Chen, X., Cheng, Z.-F., & Kim, G.-B. (2020). Make it memorable: Tourism experience, fun, recommendation and revisit intentions of Chinese outbound tourists. Sustainability, 12(5). https://doi.org/10.3390/su12051904
Coleman, M. L., Ragan, M., & Dari, T. (2024). Intercoder reliability for use in qualitative research and evaluation. Measurement and Evaluation in Counseling and Development, 57(2), 136-146. https://doi.org/10.1080/07481756.2024.2303715
Creswell, J. W. (2013). Qualitative inquiry and research design: Choosing among five approaches (3rd ed.). SAGE Publications. https://docs.edtechhub.org/lib/XAH8M47G
González-Reverté, F., Corrons, A., & Gomis-López, J. M. (2025). Exploring the role of memorable tourism experiences and place attachment in the revisit intention of tourists staying in short-term rentals. Journal of Hospitality and Tourism Insights, 8(11), 79-99. https://doi.org/10.1108/JHTI-05-2024-0451
Guest, G., Bunce, A., & Johnson, L. (2006). How many interviews are enough? An experiment with data saturation and variability. Field Methods, 18(1), 59-82. https://doi.org/10.1177/1525822X05279903
Hosany, S., Prayag, G., Deesilatham, S., Causevic, S., & Odeh, K. (2022). Measuring tourists’ emotional experiences: Further validation of the destination emotion scale. Journal of Travel Research, 54(4), 482-495. https://doi.org/10.1177/0047287514522878
Hosany, S., Prayag, G., Van Der Veen, R., Huang, S., & Deesilatham, S. (2017). Mediating effects of place attachment and satisfaction on the relationship between tourists’ emotions and intention to recommend. Journal of Travel Research, 56(8), 1079-1093. https://doi.org/10.1177/0047287516678088
Jang, S. S., & Feng, R. (2007). Temporal destination revisit intention: The effects of novelty seeking and satisfaction. Tourism management, 28(2), 580-590. https://doi.org/10.1016/j.tourman.2006.04.024
Jang, S. S., & Namkung, Y. (2009). Perceived quality, emotions, and behavioral intentions: Application of an extended Mehrabian–Russell model to restaurants. Journal of Business Research, 62(4), 451-460. https://doi.org/10.1016/j.jbusres.2008.01.038
Kim, H., & Chen, J. S. (2019). The memorable travel experience and its reminiscence functions. Journal of Travel Research, 58(4), 637-649. https://doi.org/10.1177/0047287518772366
Kim, J.-H., Ritchie, J. B., & McCormick, B. (2012). Development of a scale to measure memorable tourism experiences. Journal of Travel research, 51(1), 12-25. https://doi.org/10.1177/0047287510385467
Kim, J. H. (2018). The impact of memorable tourism experiences on loyalty behaviors: The mediating effects of destination image and satisfaction. Journal of Travel Research, 57(7), 856-870. https://doi.org/10.1177/0047287517721369
Kim, S., & Yoon, Y. (2003). The hierarchical effects of affective and cognitive components on tourism destination image. Journal of Travel & Tourism Marketing, 14(2), 1-22. https://doi.org/10.1300/J073v14n02_01
Kvale, S., & Brinkmann, S. (2009). Interviews: Learning the craft of qualitative research interviewing. SAGE.
Larsen, S. (2007). Aspects of a psychology of the tourist experience. Scandinavian Journal of Hospitality and Tourism, 7(1), 7-18. https://doi.org/10.1080/15022250701226014
Lin, C.-H., Morais, D. B., Kerstetter, D. L., & Hou, J. S. (2007). Examining the role of cognitive and affective image in predicting choice across natural, developed, and theme-park destinations. Journal of Travel Research, 46(2), 183-194. https://doi.org/10.1177/0047287506304049
Loureiro, S. M. C. (2014). The role of the rural tourism experience economy in place attachment and behavioral intentions. International Journal of Hospitality Management, 40, 1-9. https://doi.org/10.1016/j.ijhm.2014.02.010
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. The MIT Press.
Nguyen, T. T. T., & Duong, T. D. H. (2025). The role of nostalgic emotion in shaping destination image and behavioral intentions – An empirical study. Journal of Hospitality and Tourism Insights, 8(2), 735-752. https://doi.org/10.1108/JHTI-05-2024-0463
Orb, A., Eisenhauer, L., & Wynaden, D. (2001). Ethics in qualitative research. Journal of Nursing Scholarship, 33(1), 93-96. https://doi.org/10.1111/j.1547-5069.2001.00093.x
Otto, J. E., & Ritchie, J. R. B. (1996). The service experience in tourism. Tourism management, 17(3), 165-174. https://doi.org/10.1016/0261-5177(96)00003-9
Prayag, G., & Ryan, C. (2012). Antecedents of tourists’ loyalty to Mauritius: The role and influence of destination image, place attachment, personal involvement, and satisfaction. Journal of Travel Research, 51(3), 342-356. https://doi.org/10.1177/0047287511410321
Prayag, G., Hosany, S., Muskat, B., & Del Chiappa, G. (2017). Understanding the relationships between tourists’ emotional experiences, perceived overall image, satisfaction, and intention to recommend. Journal of travel research, 56(1), 41-54. https://doi.org/10.1177/0047287515620567
Ramkissoon, H., Weiler, B., & Smith, L. D. G. (2012). Place attachment and pro-environmental behaviour in national parks: The development of a conceptual framework. Journal of Sustainable tourism, 20(2), 257-276. https://doi.org/10.1080/09669582.2011.602194
Rashid, Y., Rashid, A., Warraich, M. A., Sabir, S. S., & Waseem, A. (2019). Case study method: A step-by-step guide for business researchers. International Journal of Qualitative Methods, 18. https://doi.org/10.1177/1609406919862424
Rasoolimanesh, S. M., & Lu, S. (2024). Enhancing emotional responses of tourists in cultural heritage tourism: The case of Pingyao, China. Journal of Heritage Tourism, 19(1), 91-110. https://doi.org/10.1080/1743873X.2023.2254420
Servidio, R., & Ruffolo, I. (2016). Exploring the relationship between emotions and memorable tourism experiences through narratives. Tourism Management Perspectives, 20, 151-160. https://doi.org/10.1016/j.tmp.2016.07.010
Stepchenkova, S., & Mills, J. E. (2010). Destination image: A meta-analysis of 2000–2007 research. Journal of Hospitality Marketing & Management, 19(6), 575–609. https://doi.org/10.1080/19368623.2010.493071
Sthapit, E., & Coudounaris, D. N. (2018). Memorable tourism experiences: Antecedents and outcomes. Scandinavian Journal of Hospitality and Tourism, 18(1), 72-94. https://doi.org/10.1080/15022250.2017.1287003
Stone, M. J., Soulard, J., Migacz, S., & Wolf, E. (2018). Elements of memorable food, drink and culinary tourism experiences. Journal of Travel Research, 57(8), 1121-1132. https://doi.org/10.1177/0047287517729758
Stylidis, D., Shani, A., & Belhassen, Y. (2017). Testing an integrated destination image model across residents and tourists. Tourism Management, 58, 184-195. https://doi.org/10.1016/j.tourman.2016.10.014
Stylos, N., Vassiliadis, C. A., Bellou, V., & Andronikidis, A. (2016). Destination images, holistic images and personal normative beliefs: Predictors of intention to revisit a destination. Tourism management, 53, 40-60. https://doi.org/10.1016/j.tourman.2015.09.006
Tonge, J., Ryan, M. M., Moore, S. A., & Beckley, L. E. (2015). The effect of place attachment on pro-environment behavioral intentions of visitors to coastal natural area tourist destinations. Journal of Travel Research, 54(6), 730-743. https://doi.org/10.1177/0047287514533010
Le, L. (2023). Powerful plan mooted for tourism. Vietnam Investment Review - VIR. https://vir.com.vn/powerful-plan-mooted-for-tourism-100684.html
Yin, C.-Y., Poon, P., & Su, J.-L. (2017). Yesterday once more? Autobiographical memory evocation effects on tourists’ post-travel purchase intentions toward destination products. Tourism Management, 61, 263-274. https://doi.org/10.1016/j.tourman.2017.02.014
Zamawe, F. C. (2015). The implication of using NVivo software in qualitative data analysis: Evidence-based reflections. Malawi Medical Journal, 27(1), 13-15. https://doi.org/10.4314/mmj.v27i1.4
Zhang, X., Chen, Z., & Jin, H. (2021). The effect of tourists’ autobiographical memory on revisit intention: Does nostalgia promote revisiting?. Asia Pacific Journal of Tourism Research, 26(2), 147-166. https://doi.org/10.1080/10941665.2020.1718171
Zhao, Z., Shi, D., Huang, Z., & Liu, X. (2023). How does tourism memory affect revisit decisions? The mediating role of episodic future thinking. Tourism Management Perspectives, 49. https://doi.org/10.1016/j.tmp.2023.101199
Zoëga Ramsøy, T., Michael, N., & Michael, I. (2019). A consumer neuroscience study of conscious and subconscious destination preference. Scientific Reports, 9. https://doi.org/10.1038/s41598-019-51567-1
How to Cite
Nguyen, T., Vo, T., & Le, H. (2025). From memory to behavior: The role of memorable tourism experiences and destination image in shaping revisit intention through emotions. Journal of Finance - Marketing Research, 3(4), 63-76. https://doi.org/10.52932/jfmr.v3i4en.1047