Happiness impacts on memorable tourism experience and behavioural intentions: an investigation based on St. Petersburg

Abstract

The paper studies how happiness impacts on memorable tourism experiences and behavioural intentions. Nonetheless popularity of the topic among researchers in the recent years, there are no studies that would examine what is the correlation among memorable tourism experiences, behavioural intentions and happiness. Current study is based on the survey results from the respondents that have visited St. Petersburg from a sample of 103 visitors. Conducted regression analysis demonstrates that happiness has a positive impact on memorable tourism experiences and these relationships are significant. Some of the memorable tourism experience constructs such as hedonism and meaningfulness negatively impact on behavioural intentions of visitors. On the other side happiness doesn't have a significant impact on behavioural intentions. The study reveals some differences between perceptions of female and male and younger generation versus older one, that might be a useful insight to consider for managers working in a tourism sector.