Sustainable tourism experiences: the role of digital technology and government support in creating tourists’ memorable experiences

Sustainability practices in the tourism industry offer significant benefits to destinations, particularly when supported by digital technology and government involvement. This study investigates how sustainable tourism experiences influence the memorable experiences of foreign tourists, with digital technology and government support as moderating variables. Data from 270 foreign tourists across four cities in Indonesia were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that socio-cultural factors are the most significant influencers of tourists’ memorable experiences, with environmental factors also playing a key role. In contrast, economic factors do not significantly affect the memorability of tourists. In addition, there is evidence that Government support strengthens the impact of socio-cultural aspects on memorable experiences, particularly through initiatives that foster cultural engagement while ensuring travelers feel safe. Digital technology, however, plays a dual role: it either strengthens or weakens the influence of sustainability practices on tourists’ memorable experiences, depending on how it is integrated into the experiences. These findings emphasize the critical role of sociocultural elements in shaping tourist memories and highlight how digital technology and government support either amplify or mitigate the effects of sustainable practices, offering valuable insights for tourism stakeholders to enhance the value of the experience.