How Beautiful Memories Stay and Encourage Intention to Recommend the Destination: The Moderating Role of Coastal Destination Competitiveness

This study examines how memorable tourism experiences (MTEs) influence tourists’ intention to recommend coastal tourism destinations. Using a quantitative approach of PLS-SEM analysis and a disjoint two-stage approach, this study examines MTE as a higher-order construct (HOC) with its seven dimensions and the moderating role of coastal destination competitiveness (CDC) in structural relationships. Data were collected through purposive sampling from 339 tourists who had visited Likupang, one of the priority tourism destinations in Indonesia. The results show that MTE plays a crucial role in increasing perceived economic value (PEV) and place attachment (PLA), and it is directly related to the intention to recommend the destination (ITRD). In addition to the prominent mediation role of PEV, these findings reveal that the CDC can strengthen or weaken the influence of these factors on tourists’ intention to provide recommendations. Specifically, the CDC can strengthen PLA influence towards intention to recommend, whereas, in contrast, it weakens the PEV in driving these intentions. The findings of this study expand the horizon of managing coastal tourism with an understanding of tourist behavior, particularly through a focus on improving MTE from the dynamics of its seven dimensions in encouraging promotion through tourist recommendations while optimizing the natural competitiveness elements of Likupang.