From flow moments to enduring memories: How destination coolness inspires tourists’ revisiting and storytelling

What makes a destination unforgettable and inspires tourists to become enthusiastic storytellers? Drawing on cognitive appraisal theory, this study investigates the psychological processes through which destination coolness fosters tourists’ revisit and storytelling intentions. Data collected from 476 tourists in China were analyzed using structural equation modeling to test the hypotheses. The findings indicate that the perceived coolness of a destination enhances tourists’ flow experiences and memorable tourism experiences, which in turn increase their intentions to revisit. Notably, the indirect effect of perceived coolness of destination on storytelling intention through flow experience is not significant; however, a significant indirect effect emerges through the sequential mediation of flow experience and memorable tourism experience. This study advances the understanding of destination coolness as a pivotal yet underexplored driver in destination marketing. By revealing the sequential mediating roles of flow experience and enduring memorable tourism experience, it further clarifies the nuanced mechanisms underlying the cognition–emotion–behavior pathway through which destination coolness shapes tourists’ storytelling.