Tourism memory, mood repair and behavioral intention

Recall of tourism experiences evokes pleasant affect tied to the trip, which leads to mood and behavioral intentions. Based on experimental design with two studies, this research investigates the mood-repairing role of tourism memory, memory characteristics, and affective and behavioral consequences of tourism memory. Study 1 confirmed that both positive and negative mood groups recall positive tourism memories, and the effect of mood repair motivation on tourism memory valence is moderated by mood state. Study 2 identified tourism memory characteristics and the effect of tourism memory valence on mood and behavioral intentions. Findings contribute to the literature on relationships between tourism memories, mood and behavioral intentions, and inform tourism organizations on how to use tourism memories for experience management.