The impact of destination brand experience on arousal, memorable tourism experience, and revisit intention: Gyeongbok palace night tour

This study explores the impact of destination brand experience and perceptions of safety on revisit intention, and the mediating effect of arousal and memorable tourism experience (MTE). A sample of 357 tourists participating in a Gyeongbok palace night tour in South Korea was surveyed. The findings of structural equation modeling revealed that affective experience dominated the relationships with arousal, followed by behavioral and sensory experience. Perceptions of safety had positive and significant relationships with arousal and revisit intention. The links between arousal, MTE, and revisit intention were also confirmed. The study's results emphasize that in night tourism destination brand experience and perceptions of safety are the major factors influencing revisit intention through arousal and MTE. The study offers theoretical and practical insights for destination marketing scholars and practitioners.