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Examining the Role of Expectation Confirmation in the Memorable Tourism Experience Model: The Case of Café Apartment in Vietnam

Abstract
Although the importance of experience aspects in promoting tourist destinations has been recognized, the investigation of memorable tourism experiences (MTEs) in special interest tourism is limited. Furthermore, even though coffee culture is experienced on many trips, coffee tourism is less studied in the tourism field. The present study aims to fill the research gap by integrating MTEs model and the expectation-confirmation theory to investigate the effect of coffee tourists’ confirmation of expectation (CE) on their satisfaction and word-of-mouth (WOM) publicity. The data were collected at the Café Apartment in Vietnam. The results show that MTEs influence WOM intentions only indirectly through CE and satisfaction. The result was different from previous MTEs studies. Therefore, our findings challenge those operators and researchers who recognize MTE is the only significant indicator of destination performance. Managerial and theoretical implications are discussed as well as directions for future research are provided.
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