This study aims to explore the impact of cognitive country image on tourists' memorable experience and its consequences on the future behaviours. It also aims to address the role of the practical contribution in forming tourists' memorable experience by examining the effect of tourist destinations competitiveness and its impact on the future behaviours.
The method of this study is adapting a theoretical conceptualization. Based on quantitative results and literature review, a questionnaire is developed, piloted, and administrated to the tourism-goers in Saudi Arabia. The results of this empirical study confirmed the effects of cognitive country image on tourists' memorable experiences, enhancing tourism destination competitiveness which leads to affecting the behavioural state including revisit intention. Which in turns, provided theoretical and practical contributions to stakeholders and practitioners in tourism and marketing field in Saudi Arabia.
This study offers a novel investigation into how cognitive country image affect the formation of memorable experience and how that affects behaviours in the future.