Memorable Tourism Experiences (Mtes), Perceived Health Risk and Travel Behaviour? A Conceptual Exploration

Abstract

The current COVID-19 pandemic has put the tourism industry under significant pressure as tourists have overestimated and exaggerated future travel risk perception. Regardless, there has been minimal research into the impact of perceived health risk on revisit intention among tourists with past memorable tourism experiences (MTEs). This paper proposes a conceptual model and hypotheses about the inter - dependence of memorable tourism experiences, perceived health risks, and travel behavior. The proposed framework lays the groundwork for further empirical research. The proposed framework also can benefit tourism players in strategizing post-pandemic tourism experience marketing.