The relationship among food perceived value, memorable tourism experiences and behaviour intention: the case of the Macao food festival

ABSTRACT Limited research has empirically investigated the antecedents and consequences of memorable tourism experiences (MTE). This study helps fill this gap by developing a causal relationship model among perceived value (PV), MTE and behaviour intention (BI). A total of 374 tourists completed the questionnaire. Using structural equation modelling (SEM) technique, the results indicate that PV influences BI via the mediating effect of MTE. The ‘PV-MTE-BI’ model is supported with 74% of MTE and 31% of BI explained. This study thus concludes that to attract more tourists to the food festival, the catering industry should produce tasteful, healthy, reasonably priced, diverse and pleasing food to form positive MTE, and then attract repeat customers.