Abstract
Memory is a major outcome of a tourism trip that offers cognitive-affective-behavioural sources to be utilised in daily life. Specifically, consumers use their memories to revisit destinations, repeat similar experiences of a past trip and spread word-of-mouth, as well as enhance their daily well-being. To take advantage of consumer memories, tourism organisations and researchers have strived to understand what constitutes memorable experiences that are compelling enough to be remembered after a tourism trip occurred. Given the importance of consumer memories in tourism, this thesis aims to identify the role of memory derived from a tourism trip in articulating its consequences such as well-being and behaviour. To achieve the research aim, three research objectives are developed based on existing theories and literature. Correspondingly, three studies were conducted, each presented in a form of a journal manuscript in this thesis. To address each research objective, this thesis adopts deductive research approaches, which include scale development (Study 1), experiment research design (Study 2), and longitudinal research design (Study 3). More specifically, there were some limitations in defining tourism memory and measuring it based on existing memory scales. Therefore, Study 1 developed operational definitions of tourism memory and tourism memory characteristics scale and found the relationship between tourism memory and behavioural intentions. Second, relationships between tourism memory, mood, and behavioural intentions were not fully posited in tourism contexts. Study 2 addressed this research gap by identifying the mood-repairing role of tourism memory, and relationships between tourism memory valence, mood, and behavioural intentions. Lastly, longer-term relationships between tourism memory, rehearsal, and well-being were not sufficiently explored. Therefore, Study 3 identified the longer-term relationships between tourism memory, rehearsal, and well-being by investigating these relationships through three longitudinal analysis methods. The research findings made significant contributions to existing theories and literature by improving the knowledge of tourism memory and its related consequences such as rehearsal, well-being, and behavioural intentions. Moreover, practical implications were provided with recommendations for tourism product design, product advertisement, consumer communication, and the policy for public health.