抄録
This study aimed to examine the effects of tourism experiences on individual revisit intention by focusing on the role of tourists' memories. The data for this study was collected using an online survey that was sent to tourists who had visited the main island of Okinawa. The research hypotheses were tested using factor analysis, path analysis, and t-test. The results showed that the relationship between cognitive/affective experiences and revisit intention was partially mediated by satisfaction and vividness of memory. Therefore, it was suggested that creating memorable as well as satisfactory tourism experiences were key components for individual revisit intention. The results also suggested that rehearsal which is the replaying of memories not only to oneself but also others, played a significant role in improving the evaluation of experiences, satisfaction, vividness of memory, and revisit intention.
