The role of memorable travel experiences on destination loyalty in Ho Chi Minh City through tourist satisfaction

Abstract

<p><span style="font-weight: 400;">The objective of this study is to identify the components of memorable tourism experiences and to examine the relationship between memorable tourism experiences, destination loyalty, and the mediating role of destination satisfaction among tourists in Ho Chi Minh City. A quantitative research method was employed using direct interviews with structured questionnaires, yielding 317 valid responses to test the proposed theoretical model. The results reveal that memorable tourism experiences have a positive impact on both destination satisfaction and destination loyalty, with satisfaction serving as an essential mediator in this relationship. Six main components of memorable tourism experiences were identified: enjoyment, relaxation, participation, novelty, meaningful value, and knowledge. Notably, local culture was found to be statistically insignificant, which may reflect the distinctive characteristics of urban destinations. Based on these findings, the study proposes several managerial implications to enhance tourist experiences, thereby increasing satisfaction, revisit intentions, and positive word-of-mouth promotion of Ho Chi Minh City as an attractive urban destination. </span></p>