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Time for tea: factors of service quality, memorable tourism experience and loyalty in sustainable tea tourism destination

Underpinned by Script Theory and the S-O-R model, this research enhances the green tourism consumption literature to identify how destination service quality contributes to visitors’ memorable experiences and loyalty towards a place-based food tourism attraction. A total of 202 tourists who visited...

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Main Authors: Ng, Siew Imm, Lim, Xin Jean, C., Michael Hall, Tee, Keng Kok, Kamal Basha, Norazlyn, Ibrahim, Wan Siti Nabilah, Koupaei, Sara Naderi
Format: Article
Published: Multidisciplinary Digital Publishing Institute (MDPI) 2022
Online Access:http://psasir.upm.edu.my/id/eprint/102473/
https://www.mdpi.com/2071-1050/14/21/14327
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spelling my.upm.eprints.1024732024-01-23T07:54:48Z http://psasir.upm.edu.my/id/eprint/102473/ Time for tea: factors of service quality, memorable tourism experience and loyalty in sustainable tea tourism destination Ng, Siew Imm Lim, Xin Jean C., Michael Hall Tee, Keng Kok Kamal Basha, Norazlyn Ibrahim, Wan Siti Nabilah Koupaei, Sara Naderi Underpinned by Script Theory and the S-O-R model, this research enhances the green tourism consumption literature to identify how destination service quality contributes to visitors’ memorable experiences and loyalty towards a place-based food tourism attraction. A total of 202 tourists who visited the Best of Highlands tea plantation in Malaysia were surveyed using an online questionnaire. Using PLS-SEM, this study has several notable findings: (i) destination service quality factors: activities, cleanliness, language, and security emerged as predictors of memorable tourism experiences; (ii) memorable tourism experiences strongly predicted destination loyalty; and (iii) memorable tourism experiences mediate the path between destination service quality and destination loyalty. This study therefore provides new insights into both sustainable tea tourism and script theory with respect to how memories guide future decision making. These results also provide insights for tea tourism providers in designing an unforgettable destination that stimulates the tourist’s intention to revisit the destination and to communicate it to others. Multidisciplinary Digital Publishing Institute (MDPI) 2022-11 Article PeerReviewed Ng, Siew Imm and Lim, Xin Jean and C., Michael Hall and Tee, Keng Kok and Kamal Basha, Norazlyn and Ibrahim, Wan Siti Nabilah and Koupaei, Sara Naderi (2022) Time for tea: factors of service quality, memorable tourism experience and loyalty in sustainable tea tourism destination. Sustainability, 14 (21). Jan-19. ISSN 2071-1050 https://www.mdpi.com/2071-1050/14/21/14327 10.3390/su142114327
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
description Underpinned by Script Theory and the S-O-R model, this research enhances the green tourism consumption literature to identify how destination service quality contributes to visitors’ memorable experiences and loyalty towards a place-based food tourism attraction. A total of 202 tourists who visited the Best of Highlands tea plantation in Malaysia were surveyed using an online questionnaire. Using PLS-SEM, this study has several notable findings: (i) destination service quality factors: activities, cleanliness, language, and security emerged as predictors of memorable tourism experiences; (ii) memorable tourism experiences strongly predicted destination loyalty; and (iii) memorable tourism experiences mediate the path between destination service quality and destination loyalty. This study therefore provides new insights into both sustainable tea tourism and script theory with respect to how memories guide future decision making. These results also provide insights for tea tourism providers in designing an unforgettable destination that stimulates the tourist’s intention to revisit the destination and to communicate it to others.
format Article
author Ng, Siew Imm
Lim, Xin Jean
C., Michael Hall
Tee, Keng Kok
Kamal Basha, Norazlyn
Ibrahim, Wan Siti Nabilah
Koupaei, Sara Naderi
spellingShingle Ng, Siew Imm
Lim, Xin Jean
C., Michael Hall
Tee, Keng Kok
Kamal Basha, Norazlyn
Ibrahim, Wan Siti Nabilah
Koupaei, Sara Naderi
Time for tea: factors of service quality, memorable tourism experience and loyalty in sustainable tea tourism destination
author_facet Ng, Siew Imm
Lim, Xin Jean
C., Michael Hall
Tee, Keng Kok
Kamal Basha, Norazlyn
Ibrahim, Wan Siti Nabilah
Koupaei, Sara Naderi
author_sort Ng, Siew Imm
title Time for tea: factors of service quality, memorable tourism experience and loyalty in sustainable tea tourism destination
title_short Time for tea: factors of service quality, memorable tourism experience and loyalty in sustainable tea tourism destination
title_full Time for tea: factors of service quality, memorable tourism experience and loyalty in sustainable tea tourism destination
title_fullStr Time for tea: factors of service quality, memorable tourism experience and loyalty in sustainable tea tourism destination
title_full_unstemmed Time for tea: factors of service quality, memorable tourism experience and loyalty in sustainable tea tourism destination
title_sort time for tea: factors of service quality, memorable tourism experience and loyalty in sustainable tea tourism destination
publisher Multidisciplinary Digital Publishing Institute (MDPI)
publishDate 2022
url http://psasir.upm.edu.my/id/eprint/102473/
https://www.mdpi.com/2071-1050/14/21/14327
_version_ 1789426934183100416
score 13.211869

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