Memorable sustainable tourism experiences (MSTE): A mixed-method study
DOI:
https://doi.org/10.18778/0867-5856.2025.27Keywords:
exploratory sequential mixed-method study, memorable sustainable tourism experience, memorable tourism experience, sustainable tourism experience and revisit intentionAbstract
This study investigates and validates the concept of memorable sustainable tourism experiences (MSTE) and examines their influence on tourists’ revisit intentions through an exploratory sequential mixed-method design. In the qualitative phase, in-depth interviews with eight tourism operators in Langkawi Island, Malaysia, were conducted to identify key dimensions of MSTE, which include hedonism, local culture, refreshment, knowledge, meaningfulness, novelty, involvement, responsible practices, and the role of local guides. These components were subsequently tested in the quantitative phase through a survey of 233 tourists who had participated in sustainable tourism experiences on the island. Data were analysed using partial least squares structural equation modelling (PLS-SEM), which revealed significant positive relationships between hedonism, local culture, refreshment, responsible practices and revisit intention. The study advances the theoretical understanding of MSTE by introducing novel dimensions such as responsible practices and the involvement of local guides. By integrating the perspectives of both tourism operators and tourists as well as employing a mixed-methods approach, this research addresses existing methodological and conceptual gaps in the literature. It contributes meaningfully to the growing body of knowledge on sustainable tourism and tourism experience. Furthermore, the findings offer practical implications for destination managers and tourism stakeholders aiming to strengthen tourist loyalty through the design of meaningful, memorable and sustainability-oriented experiences.
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