Unveiling memorable tourism experiences effect on positive EWOM: focus on the role of positive and negative emotion

This study examines the impact of Memorable Tourism Experiences (MTE) on Positive Electronic Word of Mouth (PEWOM) by considering the dual role of positive and negative emotions. Despite the growing recognition of MTE in tourism research, limited studies have investigated how both emotional valences mediate the relationship between MTE and PEWOM. Data were collected from 407 domestic tourists aged 17 to 55 who had spent at least one night in a tourism village and actively engaged on social media using a Quantitative approach. Structural Equation Modeling (SEM) was used to analyze the hypothesized relationships. The findings reveal that MTE significantly enhances PEWOM, with positive emotions acting as a strong mediator. Interestingly, negative emotions exhibit a nuanced effect, partially mediating the relationship, suggesting that certain negative experiences, when resolved effectively, may still contribute to positive online advocacy. These results highlight the intricate interplay between memory formation, emotional processing, and digital engagement, offering new insights into experience-driven marketing. The study contributes to tourism literature by advancing the understanding of how emotional responses shape tourists’ digital behaviours. Practically, the findings emphasize the need for destination managers to curate memorable and emotionally engaging experiences to foster positive online narratives. Future research may explore additional moderating variables, such as cultural differences and social influence, to refine the proposed model.