Memorable travel experiences and destination loyalty: The moderating role of crowding in festival tourism in Ho Chi Minh City

Abstract

Background: Destination Loyalty (DL) has become an increasingly popular topic in tourism research, especially in urban festivals, where crowded, jostling conditions are common. Although Memorable Travel Experiences (MTEs) have been recognized as an important factor driving satisfaction and loyalty, the moderating role of crowding (CD) in this relationship has not been fully explored.

Objective: This study examines the impact of MTE on tourism, with Destination Satisfaction (DS) as a mediating variable, crowding (CD) as a moderating variable, and Local Culture (LC) as an antecedent of MTE. The research context focuses on festivals in Ho Chi Minh City (HCMC).

Methodology: Data were collected from 434 festival attendees through a structured questionnaire. The results of the Confirmatory Factor Analysis (CFA) showed that the scale had good reliability and validity (factor loadings > 0.70; AVEs > 0.50; CR > 0.90). Then, Structural Equation Modeling (SEM) was used to test the hypotheses and proposed relationships.

Results: MTE had a positive and significant impact on DL, both directly and indirectly. The direct impact of MTE on DL was strong (β = 0.574; p < 0.001), while MTE also indirectly affected DL through DS (MTE → DS: β = 0.773; DS → DL: β = 0.398), thereby confirming that DS is a partial mediator. Notably, crowding (CD) showed a positive moderating effect, increasing both the MTE → DS (β = 0.250; p < 0.001) and DS → DL (β = 0.076; p = 0.004) relationships. Notably, the LC factor is not statistically significant. The study has confirmed the moderating role of CD in the relationships among MTE-DS and DL in the context of festival tourism in Ho Chi Minh City.

Conclusion: The study confirms that Memorable Travel Experiences (MTE) promote Destination Loyalty (DL) directly and indirectly through satisfaction (DS). At the Ho Chi Minh City festival, crowding moderates positively and amplifies the impact of MTE → DS and DS → DL. The results provide evidence for Vietnam and managerial implications for enhancing experiences, strengthening loyalty, and developing sustainable festivals.