Memorability of Tourism Experiences and The Influence Towards Revisit Intention to The Museum: A Conceptual Model Development

Museums play an important role in cultural tourism as they display cultural heritage, present the culture and history of different regions, and have educational and entertainment functions. Museum visitors belong to the same tourism industry that makes up the whole contribution to the country's GDP. It is indisputable to address tourism as an industry that focuses on visitors' personal experience, whereby tourists are eager for a memorable tourism experience (MTE). Specifically, a study on MTE and revisit intention has existed in recent years. Despite the growth of studies on MTE and revisit intention, studies that focus on museum settings were found to be scarce. Hence, this article aims to integrate previous research about MTE and revisit intention that finally will propose a conceptual framework for future study. This case study will use a non-probability sampling method that will consider the National Museum as the survey site. The findings of this study are expected to assist the relevant tourism stakeholders in maneuvering tourism experience marketing and promoting revisit intention among the visitors of the museums in Malaysia.