Measuring the influence of tourism experience dimensions as antecedents of tourist behaviour

The case of Marrakech, Morocco

Abstract

This study aims to examine the dimensions of tourism experience—emotions, co creation, and memories—as key antecedents of destination image and overall satisfaction in the formation of destination loyalty, within an unified nomological framework. Adopting a quantitative approach, the study employed a survey questionnaire and applied structural equation modelling for comprehensive analysis. The findings indicate a substantial effect of emotions and co-creation experiences on tourists’ assessments of the destination image. Furthermore, the study highlights the influence of the post-visit destination image on overall satisfaction and loyalty intentions. As a result, this study offers novel insights by moving beyond objective, attribute-based assessments to evaluate subjective tourist responses in a North African destination—an underexplored context in tourism literature. The research thus advances theoretical understanding of destination experience and provides practical insights for destination policymakers and tourism actors aiming to enhance experiential offerings and foster destination loyalty.