Domestic tourists’ memorable experiences, destination image and revisit intention at Hoi An Ancient Town, a UNESCO World Heritage site in Vietnam

Memorable tourism experiences (MTE) significantly boost destination image and revisit intention among domestic tourists at Hoi An Ancient Town, a UNESCO World Heritage site in Vietnam. This study, the first to empirically link MTE with tourist behavior in heritage destinations of developing countries, found that MTE has the strongest direct effect on revisit intention, while destination image acts as a partial mediator. Using structural equation modeling on survey data from 234 domestic tourists, the research highlights the importance of designing memory-rich experiences for heritage tourism. While cross-sectional, the findings provide actionable insights for site managers to enhance visitor retention and repeat visits.

Nguyen, T. B. L., & Pham, H. C. (2026). Domestic tourists’ memorable experiences, destination image and revisit intention at Hoi An Ancient Town, a UNESCO World Heritage site in Vietnam. Ho Chi Minh City Open University Journal of Science - Economics and Business Administration. https://doi.org/10.46223/hcmcoujs.econ.en.16.10.4714.2026