Examining Iranian tourists’ memorable experiences on destination satisfaction and behavioral intentions

ABSTRACTThis study evaluates the impact of Memorable Tourism Experiences (MTEs) on destination satisfaction, revisit intentions, and tourists’ positive word-of-mouth in the Iranian eco-tourism context. The sample consists of 389 Iranian tourists who travelled to two eco-tourism destinations: Deylaman and Rig-e-Jen. We analysed our data using Partial Least Squares Structural Equation Modelling (PLS–SEM). Nearly all MTE dimensions influenced destination satisfaction. Destination satisfaction mediated the relationship between MTEs, positive word-of-mouth, and revisit intentions. However, we could not find support for local culture in both mediation and direct impact. Our research is the first to apply MTE to eco-tourism in Iran.