Purpose This study aims to investigate how active and passive memorable tourism interaction experiences (MTIEs) differ in their link to positive emotions and vivid memory, which foster affect tourists’ revisit intention. Design/methodology/approach This study used a mixed-method approach. Semi-structured interviews and a systematic survey were conducted in the Qingdao International Beer Festival to develop a measurement of MTIEs. Based on the stimulus–organism–response framework, a research model was constructed and a second round of sampling was conducted to examine the hypotheses. Findings A measurement scale consisting of 17 items, divided into four components of MTIEs, was developed, encompassing active (socialisation and cultural exploration) and passive (service encounters and entertainment) interaction experiences. The results of the second-round survey indicated that tourists’ active MTIEs have a stronger effect on positive emotions than tourists' passive MTIEs, tourists' active MTIEs and positive emotions bring vivid memory, and both positive emotions and vivid memory are positively associated with tourists' revisit intention. Originality/value This study identified the components of tourists’ active and passive MTIEs for festivals, providing a basis for researchers to study MTIEs in tourism activities. It also expands the concept of MTE by distinguishing the underlying mechanism of active and passive MITEs in fostering revisit intention. It offered practical suggestions for festival managers to enhance tourists' MTIEs.
Lu et al. (Fri,) studied this question.
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