Oh I remember the beauty and aesthetics of guilin!: Exploring the implications of memorability on tourist loyalty through a two-wave panel data.

The travel and tourism industry is among most severely impacted by natural disasters, terrorism, financial crises, and pandemics. Scholars are currently paying attention to how to revive tourism and establish tourist loyalty in the post-pandemic era. Aesthetics is a fundamental component of the tourist experience, and significantly affects tourist loyalty, intention, and behavior. However, research on destination aesthetics is limited, with most studies neglecting the role of memorability in the outcomes of aesthetics, particularly after the pandemic. Therefore, this study explores the mediating role of memorability in the effects of the aesthetic experiential qualities (scenery, cleanliness, harmony, art/architecture, and genuineness) of a nature-based tourism destination on tourist loyalty. Based on a two-wave panel data approach, 509 survey responses were collected and analyzed using Smarts. The findings indicate that the aesthetic experiential qualities positively affect tourists' memorability. Although three of the five aesthetic qualities (scenery, harmony, art/architecture) demonstrated no direct impact on loyalty, all the qualities had significant indirect effects on loyalty through the mediation of memorability. This study provides insights and new perspectives for promoting tourist loyalty in the context of post-pandemic tourism recovery.