Memorable tourism experiences, perceived value dimensions, and behavioral intentions : A demographic segmentation approach

Abstract

Purpose: This study sought to explore demographic market segments’ effect on the relationships between memorable tourism experiences (MTEs), perceived value dimensions, and tourists’ behavioral intentions. Design: The data were collected with an online survey that gathered information on MTEs, economic value, quality value, emotional value, social value, and intentions to recommend and revisit. The research model was estimated based on a sample of 1,003 Portuguese tourists using partial least squares path modeling. Findings: The results reveal that MTEs have a positive impact on all four perceived value dimensions. Emotional and social value have a positive effect on recommendation intentions. Tourists from different demographic segments exhibit heterogeneous patterns regarding perceived value dimensions’ influence on these individuals’ behavioral intentions. Originality: This study extended the existing knowledge by confirming heterogeneity among different tourist segments defined by age and gender regarding the relationships between MTEs, perceived value dimensions, and behavioral intentions.