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Hierarchical regression reveals memorable experiences improve travel intentions in uncertain health scenarios, emphasizing social influences.
This study examines how memorable tourism experiences (MTEs) influence travel intentions amid health-related uncertainties, applying the theory of planned behavior (TPB). Using hierarchical regression and moderated mediation analysis on survey data from 428 respondents, findings reveal that MTEs significantly shape travel attitudes, subjective norms, and perceived behavioral control, with the latter emerging as the strongest mediator. Notably, while high levels of perceived infectability and fear lower travel intentions, low to moderate health concerns do not substantially deter travel decisions. This underscores the enduring influence of MTEs, demonstrating that good memories foster crisis-resilient behavior. By integrating experiential and risk-related dimensions within TPB, this study bridges the gap between cognitive–behavioral models and affective tourism experiences. Practical implications highlight the role of memorable experiences-based marketing, social influence strategies, and confidence-building measures in sustaining tourism demand despite ongoing health-related uncertainties
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Saha et al. (2025) studied this question.
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