The effects of memorable tourism experiences on behavioral intentions at heritage sites through mixed-methods research

Abstract

This study investigates the effects of memorable tourism experiences on behavioral intention in heritage tourism. These experiences are expected to affect their tourism-related decisions considerably. To acquire comprehensive information, both qualitative and quantitative data collection methods were employed. It was designed in two phases. In addition to collecting 574 questionnaires in Phase 1, 17 in-depth interviews were conducted in Phase 2 using a mixed-methods approach. Quantitative findings revealed that knowledge, refreshment, hedonism, and meaningfulness had a substantial impact on behavioral intentions. Qualitative findings provided support for knowledge and hedonism. The latter also demonstrated that guided tours in Troy influence tourist experiences and future decisions. These findings are expected to enable practitioners to better comprehend the effects of MTEs on tourists’ behavioral intentions in heritage tourism. Future research could explore relationships between memorable experiences and attributes such as satisfaction or motivation, and compare data from domestic and international visitors.