UNDERSTANDING THE TOURIST MEMORABLE EXPERIENCE IN PAKISTANI CULTURE: EXAMINING THE ROLE OF PSYCHOLOGICAL ELEMENTS AMONG PAKISTANI TOURISTS

Abstract

This study investigates the psychological elements of memorable tourist experiences (MTEs) that are most likely to evoke memories in visitors. Tourists from four Pakistani cities were chosen as research samples, and 301 valid questionnaires were used to examine the data. Smart PLS4 was used to analyze the study through the structural equation modelling technique. This research intends to investigate the psychological influences on MTE of tourists who have been to several tourist places and had various experiences during the previous three years. The findings demonstrated that novelty, involvement, and social interaction had a beneficial influence on how well MTE was remembered. Additionally, it was asserted that hedonism and novelty considerably enhanced MTEs. Two new psychological factors, social interaction and perceived serendipity, also affected the MTE in Pakistani culture differently.