What Drives Memorable Rural Tourism Experience: Evidence from Indonesian Travelers

The United Nations World Tourism Organization (UNWTO) reported that the global tourism industry grew for the tenth consecutive year in 2019, with 1.5 billion tourists, a 4% increase from the previous year. It is anticipated that the trend will persist through 2022. However, the rapid spread of COVID-19 poses a severe risk to the tourism and entertainment industries. According to the UNWTO, the number of global tourists will decrease by 850 million to 1.1 billion in 2020, costing the global tourism industry between \$910 billion and \$1.2 trillion [1]. Rural tourism refers to tourism activities in rural areas that utilize rural natural and humanistic features as tourist attractions. Our nation's rural tourism has experienced the emergence, initial development, and management standardization. It has shifted from its initial resource characteristic dominance, agricultural industry dominance, and government support dominance to its present market dominance [2]. In addition to domestic and international travel, tourism is a multibillion-dollar industry. Millions of dollars are annually spent on marketing and advertising travel and tourism-related goods. The journey was challenging, inconvenient, expensive, and frequently hazardous for most of recorded history. Of course, the route undertaken entails some significant motivating aspects [3].

Attention to rural development is an essential and undeniable need of regional and national development in any country because there is a fundamental relationship between rural and urban development, which will not succeed in regional and national development without special attention [4].

The Indonesian tourism industry contributes significantly to economic growth. The tourism sector's contribution trend is increasing [5]. Tourism development as an industry cannot be separated from demand and supply. Future tourism trends include widespread interest in tourism. Tourists increasingly want real experiences with tourism and lifestyle, and consumers are increasingly looking for active entertainment with educational elements [6]. Tourism policy in Indonesia also encourages the existence of tourist villages following this trend; the Ministry of Tourism and Creative Economy's policies promote the tourism village program. Tourism activities can improve and advance the social and economic development of the community and creative tourism [7-9].

Rural regions' economic, social, functional, and physical structures can all be significantly impacted by tourism [10-12]. A tourism business can be offered to design and manage products and services for a rural tourism experience. Rural tourism experiences are in high demand and heterogeneous, based on authentic adventures, activity experiences, local food & beverage experiences, accommodation experiences, local souvenir experiences, testimonies of wildlife rehabilitation, transportation experiences, and negative experiences [13].

Due to the relationship between tourists and nature, culture, and the environment, tourists are attracted to rural areas for vacation purposes (connecting with nature, resting and avoiding daily routines, breathing clean air, open spaces and a healthy environment, gastronomy, agricultural activities, etc.) discover other cultures, the presence of kindness and friendliness of the locals and places where architectural, cultural and material heritage meets and the opportunity to travel back in time while taking advantage of modern conveniences [13].

According to Lemy et al. [14] Tourism Villages have local wisdom that has become part of the community's life. Rural tourists are also formed from minor community groups based on rural natural resources [15]. Rural tourism is considered a tourism diversification [16], due to high levels of urbanization, lack of government support, and low awareness of rural communities about the importance and potential of rural tourism [17]. The tourist village is one of the tourism developments involving the village community. The experiential marketing strategy develops deeper connections based on the personalization of customer needs through emotional impulses, turning the act of consumption into an unforgettable experience [18]. Marketing theory gave rise to the concept of marketing memorable experiences [19]. A memory of tourism experiences contains sources that regulate mood states and travel desires. Since the introduction of the concept of memorable tourism experiences, autobiographical memory (i.e., the memory of personal experience) has been viewed as a vital predictor of an individual's affective state and future behavior [20, 21]. Creating a memorable experience is one of the main product activities in tourism. The urgency of the research is an unforgettable experience with the limitation that there is a research gap that has not included the emotional arousal variable as a mediator.

Arousal has garnered considerable interest in consumer studies in response to external stimuli. Numerous researchers have examined the influence of Arousal on consumer evaluations of products, services, and shopping environments. They measured Arousal using a composite of several pairs of verbal descriptors. The Pleasure-Arousal-Dominance Scale [22] includes Frenzied-Sluggish, Jittery-Dull, Aroused-Unaroused, Stimulated-Relaxed, Excited-Calm, and Wide awake–Sleepy, among others. Nonetheless, results concerning the effects of Arousal have been inconsistent [23]. Several studies concluded that increasing arousal increases consumers' positive affect [22] and their spending and time in a store [24].

Nonetheless, some research has shown that Arousal has a negative impact on pleasure [25] and online shopping behavior [26]. Other researchers, viewing Arousal as a single dimension, have proposed that high arousal levels are related to both positive and negative affect [27]. The effects of advertisements were primarily driven by the tense arousal dimension for individuals who were more telic-oriented (i.e., planning) and by the energetic arousal dimension for individuals who were more paramedic-oriented (i.e., spontaneous) [28].

So that the research question can be explained: What are the antecedents of Arousal and memorable rural tourism experience? Can Arousal and amazing rural tourism experience mediate? The latest contribution in this study is to link the Arousal and extraordinary rural experience variables as a mediation that has not been widely studied in rural tourism, following the topic and theme of research regarding the creative economy development in creating sustainable tourism. Unforgettable experiences are at the core of the tourism industry and are considered a core aspect of destination competitiveness in the experiential marketing theory paradigm [29]. The arousal dimension is a fundamental and inherent property of numerous marketing stimuli frequently neglected in studies of general influence [30, 31]. Di Muro and Murray [31] examine the role of Arousal from both a consumer and stimulus perspective to address this issue.

Creative travel experiences positively impact Authenticity and memory. Two metrics that represent the quality of the tourist experience are how visitors perceive their recollections and the Authenticity of the encounter. Therefore, to maintain a competitive edge in the experience economy, satisfy the needs of tourists for learning and creativity, and provide visitors with unforgettable and authentic experiences, creative tourism service providers and managers should always regard recall and Authenticity as crucial factors. Creative tourist places should emphasize the values of escape, interaction, learning, recognition, and relaxation from novel encounters [32].

The way travelers behave has changed significantly because of social media, especially how they share their trip experiences. Expressive writing, sharing of pleasant travel experiences, and helpful criticism from online audiences all raise travelers' post-trip evaluations, and sharing positive travel experiences lifts travelers' spirits [33]. With online reviews from one traveler to another and tourist behavior at all points in the journey, online reviews on social media greatly influence travelers' decisions on overall travel planning. Online reviews and social media significantly impact traveler behavior, affecting the strategic and operational management and marketing functions and processes, such as marketing, sales, customer service, distribution, knowledge, branding, and reputation of tourism providers [34]. Topics of great interest in tourism include memorable tourist experiences and the connection between unique travel experiences and the desire to return. A meaningful travel experience is an experience that a tourist gets after a trip, is remembered, and can be recalled after the trip. The experience travelers have through interactions during their journey is different for everyone. In addition, the intention to return to a destination is essential in tourism. The antecedents of confirmed revisit intentions include travel satisfaction, destination image, tourist attitudes, and, most recently, a memorable travel experience [35]. Sustainable tourism development is significant for nature conservation and the preservation of indigenous cultures. The foundation of tourist destinations' attractions is frequently made up of natural and cultural/heritage resources, which are correlated with the health of nearby economies. When properly managed, sustainable tourism will offer a financial incentive to protect natural places for low-impact purposes. Central world-class locations are diversifying to draw the ecotourism segment to remain competitive, as this segment is developing rapidly [36]. Marketing strategies for tourist destinations must be based on consumers.

Marketing strategies for tourist destinations must be based on consumer behavior. When picking a travel destination, tourists consider security and safety, and the cost is also quite important. Younger travelers strongly prefer cultural attractions and adventure tourism [37]. Tourist satisfaction is the most significant factor influencing visitors' loyalty to tourist destinations, demonstrating the significance of the destination image in creating a new idea [13].

Previous research conducted by Carmo et al. [38] In this study, it tends to be more about the aspects of the services provided so that the assessment given is objective regarding what is in the tourist attractions. Experiential marketing consists of sense, feel, think, act, and a relation is a marketing approach that can evoke sensations and experiences, can be used to create tourist satisfaction, and become the basis for revisiting intentions. In this study, it contains a similar topic, but the researchers formulate different variables, namely this study aims to find out the opinions of tourists in which; the variable tested from each research subject is passion and its relation to the travel experience, which will create the impression of traveling activities.

Based on the above phenomenon, the core problem in this research is whether the passion and experience of rural tourism have a relationship so that it creates a fantastic feeling. What is the impact of the rural tourism experience? The variables that support answering these problems are tourists' travel experience, peace of mind, and emotions tourists feel. Those that will be tested are Authenticity, Entertainment, escapism, arousal, memorable tourism experience, social media trip sharing experience, memorable tourism experience and social media trip sharing experience, and tourist behavioral intention. So that the results obtained later are more of a subjective feeling to be used as a benchmark for assessment to improve service to antecedent tourists, this will form the impression of tourists on rural tourism. This study examines Arousal and memorable rural tourism experiences that influence tourist behavior.

The independent variable in this study is passion [29] and the dependent variable is the impression of an unforgettable experience. The moderator that affects the relationship between variables is the condition/tourist place that is a place for tourists to visit. From it created an unforgettable travel experience. Academics have recognized this as the primary driver of tourism business competitiveness.

The author proposes a research model with independent variables as follows Entertainment [39] The arousal variable, which can produce expertise [29], and the dependent variable, which is the impact of a memorable experience creating an unforgettable travel experience, has been recognized by academics as the primary driver of tourism business competitiveness. Still, this study looks at each component of the experience. Tourists remember, including hedonism, participation, novelty, local culture, refreshment, meaning, and relative [39, 40]. In doing memorable rural Tourism wants to have fun in the open air by enjoying fresh air, beautiful scenery, a comfortable natural atmosphere, enjoying enchanting landscapes in beautiful village attractions [41]. Arousal is a combination of physiological and psychological activity within a person and refers to the dimension of motivational intensity at a given moment [42]. Therefore, factors attract tourists to take advantage of holidays, free time, and rest to restore physical and spiritual freshness. And eliminate all tension, thoughts, and energy from routine activities [6]. By doing memorable rural tourism in a village, a person will be able to enjoy it directly by actively participating in the activities he likes, for example, sailing, swimming, water bikes, and fishing [6]. The latest contribution to this research is to connect the arousal variable and memorable rural tourism experience as a liaison or mediation from the independent to the dependent variable, which has not been widely studied so far (there is still a lack of research, especially in the context of rural tourism in shaping tourist behavior. Unforgettable is the core of the tourism industry and is considered a core aspect of destination competitiveness in the Experiential Marketing Theory paradigm [29]. This study examines the Arousal and memorable rural tourism experience that affects tourist behavioral intention.

This research was conducted using an explanatory research approach to see consumers' intention to revisit [56]. This research is quantitative because the data is a variable whose value is numerical (Likert scale 1-5). The sampling technique is purposive sampling which selects 470 tourist who has experience visiting tourist villages at least once a year.

The research analysis uses a structural equation model (SEM-PLS) to correct measurement errors by including the effect of interactions in the model [57]. SEM-PLS is used to test the estimation and significance of the Bootstrap method. In addition, SEM-PLS is used to predict the relationship between variables and indicators through the inner model, namely the relationship between latent variables and the outer model, which is known as the relationship between indicators and latent variables [57].

This outer model is intended to test the reliability and validity of the indicators as a measuring tool for constructs in the research model. The second is the inner model, also known as the structural model. The results of this internal model are obtained from the bootstrapping process on non-parametric data [58]. The next step is to assess Q² or the predictive relevance of a research model. Evaluation of the predictive relevance of this research model can also be done using a more advanced method, namely the Q²_predict value [58]. Testing the hypothesis data is obtained from the bootstrapping menu or re-sampling with the device Smart PLS software, first, by testing the significance of the relationship between the variables by comparing the T-table value with the T-statistic value generated in the empirical test. If the T-statistic value is higher or exceeds the T-table value, then the effect of the variable can be said to be significant. The path coefficient is a path analysis model that systematically compares various paths that can directly or indirectly affect the independent variable and the dependent variable [57].

In that case, it can be concluded that the hypothesis is supported; furthermore, path analysis was carried out to analyze the influence of variables on each path through the mediating variable. It is done to assess the mediating ability of the mediating variables in the research model. This analysis stage can be done by looking at the value of the specific indirect effect [59]. It must be emphasized once more that theoretical justification, not statistical significance, is required for the inclusion of moderating effects [60].

In addition to the PLS-SEM analysis, it is also possible to analyze the importance and performance of the target construct to provide input for tourist villages through the IPMA menu or Importance-Performance Map Analysis. This analysis combines descriptive analysis that uses the mean value with inferential analysis by using the total effect value as an indication of importance.

The combination of the two data is depicted in a map or mapping with two axes where the positions of variables and indicators can be mapped in the image [61]. Thus, IPMA can provide helpful input on what should be a priority for a tourism village.

The results of data analysis with PLS-SEM showed that all variables were declared valid and reliable. All proposed hypotheses were accepted. The arousal variable significantly and positively affects the Memorable rural Tourism Experience. Authenticity, Entertainment, and Escapism variables significantly and positively affect Arousal. The Memorable rural Tourism Experience, Social Media Trip Sharing Experience, and Social media trip sharing experience as a moderator has been proven to significantly weaken the effect of memorable tourism experience on tourist behavioral intention. The increasing social media trip sharing experience, the effect of memorable tourism experience on tourist behavioral intention will be weaker. Sociopsychological motives (escape from reality, Entertainment, and the desire to visit an authentic place) direct behavior to enjoy an arousal vacation, one of which is rural tourism. From that, pleasure creates a memorable or meaningful experience. Information shared on social media sites can serve as antecedents (factors that motivate and influence other tourists) and as a source of information about important factors that can influence travel decision making for other potential tourists who see it so that others want to go to that tourist destination. but must provide interesting content posted on social media, increase the frequency of posting on social media to increase the number of likes from social media users. Tourists use social media to obtain information before the trip, share memorable travel experiences, and store this information as a personal document during and after the trip. Information shared on social media sites can serve as antecedents (factors that motivate and influence other travelers) and as a source of information on important factors that can affect travel decision-making for other potential tourists who see it so that others want to go to that tourist destination. Tourism experience is crucial in developing a competitive and sustainable goal. The results of the study have implications for consideration for increasing sustainable tourism. As for the planning and development strategy of the domestic tourism industry, we can create sensational experiences and introduce sustainable travel themes to stimulate the desire for in-depth travel and living in tourist destinations. In the development of tourist villages in the form of a commitment to building tourist villages, collaboration and attention from local governments in developing tourist villages, being consistent in developing and managing tourist villages, there is access to digital-based tourism, good road access to tourist villages and infrastructure as well as resource support. human resources, infrastructure in the form of accessibility, attractions, amenities, readiness of natural resources, facilities and infrastructure, signage to tourist objects.