Do tourists’ experiences have impacts on behavioural intentions? A case study in Hoi An ancient town, Vietnam

Abstract

Tourist experiences are gaining increasing attention due to their essential role in shaping visitor satisfaction and contributing to the overall success of tourism destinations. This study aims to explore how multidimension of tourists’ experiences influence their behavioural intentions, to develop and to test a framework in Hoi An ancient town, Vietnam which is located in the central coastal province of Quang Nam and recognised as a UNESCO world cultural heritage site. Based on data collected via an online survey, the findings from 361 tourists who visited Hoi An city in the past year reveal that different aspects of tourist experiences - such as emotional, sensory, behavioural, social, and cognitive factors - have a significant impact on behavioural intentions, particularly in terms of word-of-mouth (WOM) and revisit intentions. Additionally, revisit intention is found to be positively influenced by tourists’ WOM intention. The study also offers insights into how enhancing tourists’ experiences can foster positive behavioural outcomes, encouraging their intentions to revisit and promote Hoi An city as a travel destination.