HomeAsian Journal of Tourism and Hospitality Researchvol. 7 no. 1 (2013)

The Structural Relationship of Memorable Tourism Experiences and Brand Loyalty

Jong-hyeong Kim

Discipline: Tourism



This study develops and tests a model to investigate the effects of memorable tourism experiences on brand loyalty. A structural equation modeling analysis reveals that the memorable experiential components of involvement, refreshment, local culture, and knowledge affect behavioral loyalty, resulting in patronage of the same brands of accommodation, transportation, and travel services. The research contributes to a better understanding of memorable tourism experiences and the experiential factors that enhance brand loyalty. The theoretical and managerial implications of the study results are discussed in detail.