Inclusive design, tourism experiences, and destination loyalty

Drawing on the service marketing mix model, this research operationalises inclusive design into three elements: people, process, and phygital, examining how these elements relate to memorable tourism experiences (MTEs), relationship quality, and destination loyalty. Using survey data from 401 tourists and partial least squares structural equation modeling (PLS-SEM), results support the proposed sequential pathway. All three inclusive design elements are positively associated with MTEs, with people and process elements showing the strongest effects. MTEs positively predict all three dimensions of relationship quality, which in turn relate to destination loyalty. Health condition negatively moderates the inclusive design–MTE relationship. This study contributes to tourism research by conceptualising inclusive design as an experiential enabler that links service system design, memory formation, and relational outcomes, offering practical guidance for destination managers.