Identifying and explaining the factors influencing the creation of memorable experiences for tourists from rural destinations (Razavi Khorasan province)

Tourists are looking for memorable experiences while traveling, and often their decisions are influenced by the same experiences they have gained from the destination. For this purpose, the main goal of the current research is to identify the factors influencing the creation of memorable experiences for tourists from rural destinations.

Design/methodology/approach:

 In order to collect data, both the librarymethod using documents and the field method through questionnaires have been used. 384 questionnaires were completed by tourists who had traveled to the tourist villages of Mashhad, Neyshabur and Torghabeh-Shandiz counties.

In general, 8 factors affecting the creation of positive memorable experiences and 2 factors affecting the creation of negative memorable experiences were extracted. The most effective factor in creating positive memorable experiences was the authenticity and credibility factor, as well as the inappropriate environmental management factor, the most effective factor in creating negative memorable experiences.

In general, these factors can have a significant impact on attracting tourists and creating memorable experiences for them. Providing platforms for culture and basic hospitality of local residents and preserving rural identity and authenticity are among the suggestions that can be made.

Originality/value:

 the theoretical literature on factors influencing the creation of positive and negative memorable experiences of rural destinations is very limited, therefore this study provides a new understanding regarding the factors influencing the formation of memorable experiences of rural destinations, which are used by managers of rural destinations to increase loyalty and attracting more tourists.