A Place to Remember? Exploring Perceived Destination Sustainability Effects on Memory and Place Attachment: The Role of Tourism Experience and Value Co-Creation

This study investigates the impact of perceived destination sustainability on memory and place attachment, mediated by tourism experience and value co-creation, within the framework of Signaling Theory and the resource-based view. Data from 390 Americans who visited Brazil in the last 12 months were collected through an online survey. The study utilized structural equation modeling (SEM) to validate both direct and indirect relationships in the data. The study supports all proposed hypotheses, indicating that perceived destination sustainability positively influences destination tourism experience and value co-creation. Moreover, tourism experience positively affects memory and place attachment, as does value co-creation. This study fills research gaps in sustainable tourism by examining perceived destination sustainability from tourists' perspectives. The study's limitations include sample size and its focus on American tourists visiting Brazil. This research underscores the importance of sustainable practices in enhancing tourists' experiences and fostering stronger bonds with destinations.