Exploring the Influence of Experiencescape on Tourist Satisfaction and Revisit Intention: A Case Study of Taipa Village

This research aims to explore the association between the experiencescape, tourist satisfaction and revisit intention of Mainland Chinese tourists, taking Taipa Village as a case study and its role as a significant destination among Macau's premier tourist destinations. In using the stimulus–organism–response (S-O-R) model of Mehrabian and Russell (1974), experiencescape concept is combined with measures for tourist satisfaction and revisit intention, which were outlined by Pizam and Tasci (2019). Furthermore, the study uses memorable tourism experience (Kim & Ritchie, 2014) as the mediator variable that mediates the influence of tourist satisfaction and revisit intention.

The research employed quantitative research methodology. A specially designed questionnaire was used to collect data from 7 April to 2 June 2025. Two Mandarin-speaking research assistants conducted interviews with select Mainland Chinese tourists from the high-traffic locations of Taipa Village with respect to tourists in different regions. A total of 240 samples were used in this research. The results generated a full picture about the satisfaction level and memorable tourism experience for Mainland Chinese tourists, as well as qualitative feedback collected from an open-ended question.

Theoretically, the research provided a better understanding of the relationship between experiencescape, tourist satisfaction, and revisit intention, mediated by memorable tourism experience. It is proposed that personal emotion towards a destination, together with sensory, social, cultural, natural, functional, and hospitality components, will affect both tourist satisfaction and intentions to return. The research also suggested future research using cross-cultural comparison and different methodologies to enrich findings.

From a practical standpoint, the research provides important perspectives for practitioners, policymakers, local businesses and operators. By identifying what Mainland Chinese tourists are expecting in Taipa Village, the study helps to gather helpful feedback about the travel demands of Mainland Chinese tourists, so as to generate a better understanding of the needs and wants of tourists, contributing to the sustainable tourism development in Taipa Village.

Finally, the research results can also help stakeholders to re-evaluate urban planning, revitalization activities, sustainable tourism plans, strong survey system, public-private partnership schemes, marketing plan, and other developmental initiatives. This ongoing study will provide solid insights and findings in fostering sustainable tourism development of Taipa Village.