How Meaningful Experiences Shape Future Behavioral Decisions and Choices

1. Introduction

Indonesian tourism industry has become increasingly competitive as more destinations attempt to attract and retain visitors . In such a competitive environment, understanding tourist behavior has become an important issue in tourism research, particularly with regard to behavioral intention . Behavioral intention reflects an individual’s tendency to perform certain actions in the future, such as visiting a destination, revisiting it, or recommending it to others . Therefore, many tourism studies have attempted to identify the factors that influence tourists’ behavioral intentions toward a destination.

Amid increasing competition among destinations, cultural tourism destinations face particular challenges in attracting visitors . Museums, as one form of cultural tourism destination, play an important role in preserving cultural heritage, disseminating knowledge, and supporting educational tourism . However, in practice many museums experience relatively low visitor numbers compared with other types of tourism destinations . Museums are often perceived as less attractive or less entertaining, which makes them less competitive than destinations that offer more interactive or recreational experiences . The low level of museum visitation suggests that the success of a destination is not determined solely by the existence of attractions or collections, but also by how the destination is perceived by tourists. Tourists’ perceptions form impressions about a destination, which may influence their attitudes and behavioral tendencies. In other words, the way tourists perceive a destination can determine whether they are interested in visiting it .

However, previous studies have reported inconsistent findings regarding the relationship between tourists’ perceptions of a destination and their behavioral intentions. Some studies suggest that positive perceptions encourage tourists to revisit and recommend a destination , while others find that this relationship is weak or not significant . These inconsistencies indicate that the relationship between destination perceptions and behavioral intentions may not always be direct, suggesting the presence of underlying psychological mechanisms.

To better understand this mechanism, this study adopts the Stimulus–Organism–Response framework. This framework explains how environmental stimuli influence individuals’ internal psychological states, which in turn lead to behavioral responses . In the tourism context, tourists’ perceptions of a destination can be viewed as a stimulus originating from the destination environment . These perceptions are processed psychologically by individuals and shape internal conditions that eventually influence behavioral responses , including the intention to visit a destination. One psychological factor that may explain this process is place attachment, which refers to the emotional bond between individuals and a specific place . When tourists develop emotional attachment to a destination, they are more likely to show positive attitudes and stronger intentions to revisit or recommend the place to others. Conversely, when such attachment is weak, tourists’ behavioral intentions toward the destination may also be limited.

In the context of museums, place attachment may help explain why some visitors are interested in revisiting museums while others are not. Museums that provide meaningful experiences may foster emotional connections with visitors, whereas museums that are perceived merely as repositories of collections may struggle to build such connections . This situation may contribute to the relatively low level of museum visitation

Although the relationships among destination perceptions, place attachment, and behavioral intention have received considerable attention in tourism research, many previous studies mainly focus on testing direct relationships among these variables . Therefore, this study examines the relationship from a different perspective by focusing on the psychological mechanism underlying it. Specifically, this study aims to examine whether destination image influences tourists’ intention to visit and whether place attachment explains the mechanism linking destination image and visit intention.

2. Literature review and hypotheses development

2.1 Stimulus–Organism–Response

The Stimulus–Organism–Response framework explains how environmental stimuli influence individuals’ internal psychological states, which subsequently shape behavioural responses . Originating from environmental psychology, the model proposes that external cues from the surrounding environment trigger cognitive and affective processes within individuals before manifesting in behavioural outcomes . Environmental stimuli may influence emotional conditions, leading individuals to display either approach or avoidance behaviours toward a particular object or place. Due to its ability to capture the interaction between environmental characteristics, internal psychological processes, and behavioural outcomes, the SOR framework has been widely applied in tourism research to understand how tourists respond to destination-related stimuli.

Subsequent developments of the framework emphasise that the classification of variables as stimulus, organism, or response depends on the perspective adopted in a particular study . Within this structure, stimulus refers to environmental cues encountered by individuals, organism represents the internal psychological states formed after individuals process these stimuli, and response reflects the behavioural outcomes resulting from such internal processes . Accordingly, a variable may function as a stimulus, organism, or response depending on its conceptual role in the research model.

In tourism studies, the SOR framework has frequently been employed to explain how destination-related attributes shape tourists’ internal evaluations and ultimately influence behavioural intentions . Previous studies have conceptualised various destination characteristics, such as tourism experiences, experiencescapes, or destination attributes, as stimuli that trigger internal psychological reactions . These internal reactionsoften represented by constructs such as emotions, satisfaction, or destination attachment serve as organisms that mediate the relationship between environmental stimuli and behavioural outcomes. The response component is commonly reflected in tourists’ behavioural intentions, including revisit intention, recommendation behaviour, and destination loyalty .

Within this framework, destination image can be conceptualised as a stimulus because it reflects tourists’ perceptions of a destination’s characteristics and overall appeal . These perceptions may evoke internal psychological responses that shape tourists’ emotional bonds with a place, commonly referred to as place attachment . As an internal state, place attachment represents the emotional connection between individuals and a specific destination, which may subsequently influence behavioural responses. One such response is visit intention, which reflects tourists’ willingness or likelihood to visit a destination in the future

2.2 Cognitive Image and Place Attachment

Cognitive image refers to tourists’ beliefs and knowledge about the functional and physical attributes of a destination, such as cultural attractions, accessibility, facilities, and overall environmental quality . These cognitive evaluations represent tourists’ rational assessments formed through information exposure, prior knowledge, or indirect experiences with a destination . In tourism studies, cognitive image is often considered a fundamental component in shaping how tourists interpret and evaluate a destination’s characteristics before forming deeper psychological connections

Place attachment, on the other hand, reflects the emotional bond that individuals develop with a specific place, characterised by feelings of belonging, identity, and personal connection . The formation of this attachment often begins with visitors’ cognitive evaluations of a destination’s attributes. When tourists perceive that a destination possesses appealing cultural resources, meaningful heritage, or attractive environmental qualities, these positive evaluations may gradually foster emotional ties with the place . Empirical evidence suggests that favourable cognitive images significantly strengthen tourists’ place attachment because positive perceptions enhance the perceived value and meaningfulness of the destination experience . Recent studies in cultural and heritage tourism contexts further demonstrate that tourists who positively evaluate the historical, educational, and experiential attributes of a destination are more likely to develop a stronger emotional attachment to that place . Therefore, cognitive evaluations of a destination can serve as an important antecedent in shaping tourists’ emotional relationships with places.

H1: Cognitive image positively influences place attachment.

2.3 Affective Image and Place Attachment

Affective image refers to tourists’ emotional evaluations of a destination, reflecting the feelings or affective responses that individuals associate with a place, such as whether the destination is perceived as pleasant, exciting, relaxing, or enjoyable . Unlike cognitive image, which is based on rational assessments of destination attributes, affective image captures the emotional impressions that arise from tourists’ subjective experiences and personal interpretations of the destination environment . These emotional responses play a crucial role in shaping how individuals relate psychologically to a destination.

Place attachment represents the emotional bond that individuals develop with a specific place through meaningful experiences and personal engagement . In tourism contexts, affective evaluations of a destination can significantly contribute to the formation of this attachment . When tourists experience positive emotions during their interaction with a destination, such emotional responses may strengthen their sense of belonging and personal connection to the place . Emotional experiences such as enjoyment, excitement, or relaxation can therefore reinforce the development of affective ties between visitors and destinations.

Empirical studies have consistently demonstrated that positive affective images significantly enhance tourists’ place attachment. Destinations that evoke favourable emotions tend to foster deeper psychological bonds with visitors because emotional experiences are more memorable and personally meaningful . Similarly, research in cultural tourism contexts indicates that destinations capable of generating strong emotional impressions are more likely to cultivate lasting attachments among visitors . Consequently, the emotional perceptions associated with a destination play a vital role in strengthening visitors’ attachment to that place.

H2: Affective image positively influences place attachment.

2.4 Cognitive image positively and behavioral intention.

Cognitive image refers to tourists’ evaluations and beliefs regarding the functional characteristics of a destination, including the quality of attractions, accessibility, infrastructure, and cultural resources . These cognitive evaluations represent tourists’ rational assessments of a destination and often serve as an important basis for travel-related decision making . Before deciding to visit a destination, tourists typically evaluate whether the destination possesses attributes that are capable of delivering valuable and satisfying experiences . When a destination is perceived as attractive, well-developed, and capable of meeting tourists’ expectations, such evaluations may increase the likelihood that tourists will consider the destination as a potential travel choice.

Behavioral intention reflects tourists’ willingness to perform future behaviors related to a destination, such as visiting, revisiting, or recommending the destination to others . In the tourism decision-making process, cognitive evaluations of destination attributes play an important role in shaping such intentions because tourists often rely on their perceptions of destination quality when comparing travel alternatives . Positive perceptions of destination attributes may reduce uncertainty and strengthen tourists’ confidence that the destination will provide a worthwhile experience

Empirical tourism research has demonstrated that favorable cognitive evaluations of destination attributes significantly influence tourists’ behavioral intentions across various tourism contexts . These findings indicate that tourists who perceive a destination as attractive and well-equipped are more likely to develop stronger intentions to visit or recommend the destination.

H3: Cognitive image positively influences behavioral intention.

2.5 Affective Image and Behavioral Intention

Affective image refers to tourists’ emotional evaluations of a destination, reflecting the feelings that individuals associate with a place, such as excitement, pleasure, relaxation, or enjoyment . Unlike cognitive image, which focuses on rational assessments of destination attributes, affective image captures the emotional impressions formed through tourists’ interactions with a destination environment . These emotional responses play an important role in shaping tourists’ overall evaluations because travel decisions are often influenced not only by rational considerations but also by anticipated feelings associated with the destination experience.

In tourism contexts, behavioral intention reflects tourists’ willingness to engage in future actions related to a destination, including visiting, revisiting, or recommending it to others . Emotional evaluations of a destination can significantly shape such intentions because positive feelings toward a place tend to strengthen individuals’ desire to experience or re-experience that destination . When tourists associate a destination with pleasant or exciting emotions, these affective responses can increase the attractiveness of the destination and motivate future travel-related behaviors

Empirical studies have demonstrated that affective image plays a significant role in predicting tourists’ behavioral intentions across various tourism settings . Destinations that evoke positive emotional responses are more likely to stimulate stronger intentions to visit or recommend the destination because emotional impressions often remain more memorable and influential in shaping travel preferences . Therefore, affective perceptions of a destination represent an important psychological factor influencing tourists’ future behavioral responses.

H4: Affective image positively influences behavioral intention.

2.6 Place Attachment and Behavioral Intention

Place attachment refers to the emotional bond that individuals develop with a particular place through experiences, interactions, and personal meanings associated with that location . In tourism contexts, this attachment reflects the extent to which visitors feel a sense of belonging, identity, or emotional connection with a destination . Such emotional ties often emerge when visitors perceive that a destination provides meaningful experiences that resonate with their personal values, memories, or interests. As a result, place attachment has been widely recognized as an important psychological factor that shapes tourists’ future behavioral responses

Behavioral intention in tourism commonly refers to tourists’ willingness to engage in future behaviors related to a destination, such as revisiting, recommending the destination to others, or maintaining a positive relationship with the place . When tourists develop strong emotional connections with a destination, they are more likely to express favorable behavioral intentions because the destination becomes personally significant to them . Emotional attachment can strengthen tourists’ motivation to maintain relationships with a destination, which often manifests in the form of revisit intentions and positive word-of-mouth communication

Empirical studies have consistently demonstrated that place attachment significantly influences tourists’ behavioral intentions across various tourism contexts. Visitors who feel emotionally connected to a destination tend to exhibit stronger loyalty and a higher likelihood of revisiting or recommending the destination to others . These findings suggest that emotional bonds with a destination play a crucial role in shaping tourists’ future behavioral responses

H5: Place attachment positively influences behavioral intention.

3. Methodology

This study employed a quantitative approach with an explanatory research design to examine the relationships between destination image, place attachment, and behavioral intention in the context of museum tourism destinations. The research object focused on cultural and historical museums that function as educational tourism destinations while also serving as institutions for preserving cultural heritage. Data were collected from August to November 2025. To capture a broader range of visitor experiences, the study was conducted across six cultural and historical museums located in East Java and Central Java, namely Museum Mpu Tantular, De Tjolomadoe, Museum 10 November, Museum Sonobudoyo, Museum Manusia Purba Sangiran, and Museum Ranggawarsita. The respondents in this study were individuals aged at least 18 years who had visited one of these museums within the past year and had undertaken the visit voluntarily as part of personal tourism activities rather than as a requirement of academic or institutional programs.

A purposive sampling technique was employed because the study required respondents with specific characteristics aligned with the research objectives . Data were collected using a structured questionnaire measured on a five-point Likert scale ranging from 1 (strongly disagree) to 5 (strongly agree). During the data collection period, a total of 275 questionnaires were obtained from visitors across the six museums included in the study. All responses were subsequently screened to ensure completeness and consistency before being included in the analysis. The data were analyzed using Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) approach to examine the relationships among the constructs in the proposed research model.

4. Empirical results

4.1 Demographics results

The demographic profile reveals a clear pattern in museum visitation behavior. The sample is dominated by older visitors, with 44% of respondents aged above 40, followed by 34% in the 31–40 age group and 22% in the 21–30 group. This distribution suggests that museum tourism in Indonesia tends to attract more mature individuals rather than younger audiences. In terms of visit frequency, 49% of respondents are first-time visitors, 36% visit occasionally (two to three times per year), and only 15% can be classified as frequent visitors. This indicates that museum visits are not yet a habitual activity, but rather occur on an occasional basis. The relatively small proportion of repeat visitors highlights the challenge of building sustained engagement.

This demographic structure provides important context for the empirical findings. The dominance of older (44%) and infrequent visitors (49% first-time) may explain the stronger role of affective image compared to cognitive image, as such visitors are more likely to rely on emotional and experiential evaluations rather than purely functional considerations when forming behavioral intentions.

4.2. Measurement Model Assessment

The measurement model demonstrates satisfactory reliability and convergent validity, as reported in Table 1. All indicators show adequate loadings on their respective constructs, while composite reliability and Cronbach’s alpha exceed the recommended thresholds, indicating strong internal consistency. The AVE values further confirm that each construct captures sufficient variance from its indicators.

Discriminant validity is established in Table 2. The HTMT values remain within acceptable limits, indicating that each construct is empirically distinct and that no conceptual overlap exists among the variables.

The collinearity assessment in Table 3 shows that all VIF values are well below critical thresholds. This confirms that multicollinearity is not a concern and that the structural relationships can be estimated reliably.

The structural model results in Table 4 reveal that affective image has a positive and significant effect on both place attachment and behavioral intention. In addition, place attachment significantly influences behavioral intention, highlighting its role as a key psychological mechanism. In contrast, cognitive image does not show a significant effect on either place attachment or behavioral intention, suggesting that rational evaluations alone are insufficient to drive emotional attachment or behavioral responses.

Finally, the explanatory power of the model, as presented in Table 5, indicates moderate predictive capability. The model explains 46.3% of the variance in behavioral intention and 31.2% in place attachment, suggesting that while the model is meaningful, other factors beyond the proposed framework may also contribute to these outcomes.

Table 5 Coefficient of Determination (R²)

5. Discussions

5.1 Meaningful Experiences as the Foundation of Future Behavioral Decisions

The findings demonstrate that future behavioral decisions are primarily shaped by experiences that carry emotional significance rather than by rational evaluations alone. Although destinations may possess attractive functional attributes, such attributes do not automatically translate into behavioral intentions. Instead, individuals appear to make future decisions based on how meaningful their experiences are and how those experiences are remembered over time.

This finding suggests that decision-making in experiential contexts is not merely a consequence of objective assessment but also of subjective interpretation. Visitors do not simply evaluate whether a destination is accessible, affordable, or well-maintained. More importantly, they evaluate how the destination makes them feel and whether the experience creates a lasting impression. Consequently, behavioral intentions emerge not because visitors recognize the quality of a destination, but because they assign personal meaning to their experiences within it.

From this perspective, meaningful experiences function as psychological resources that individuals draw upon when making future decisions. The stronger the emotional significance attached to an experience, the greater its influence on subsequent behavioral choices. Future intentions therefore become reflections of remembered experiences rather than responses to objective destination attributes.

5.2. The Transformative Power of Emotional Experiences

The significant influence of affective image highlights the transformative role of emotions in shaping behavior. Emotional responses such as enjoyment, excitement, happiness, and relaxation appear to create stronger and more enduring impressions than cognitive evaluations. These emotions transform ordinary visits into experiences that visitors perceive as personally valuable and memorable.

Unlike cognitive assessments, emotional experiences possess the capacity to remain salient long after the visit has ended. Individuals tend to remember how an experience made them feel rather than the specific functional characteristics of the destination. As a result, emotions become an important mechanism through which experiences continue to influence future decisions.

The findings indicate that emotionally rich experiences not only generate immediate positive reactions but also establish a foundation for future behavioral choices. Visitors who associate a destination with positive emotions become more inclined to revisit and recommend it because these emotions create a desire to relive and share meaningful experiences. Therefore, emotions act as a bridge connecting past experiences with future behavioral intentions.

5.3. Place Attachment as the Continuation of Meaningful Experiences

The significant effect of place attachment on behavioral intention suggests that meaningful experiences do not end when a visit is completed. Instead, such experiences evolve into a deeper psychological connection that continues to influence future decisions. Place attachment represents the process through which temporary experiences are transformed into enduring personal relationships with a destination.

When visitors perceive that a destination holds personal significance, the destination becomes more than a physical location. It becomes part of their personal memories and emotional identity. This psychological connection increases the likelihood of revisit intentions because returning to the destination allows individuals to reconnect with experiences that are meaningful to them.

Furthermore, place attachment strengthens recommendation behavior because individuals tend to share places that have become personally significant. Recommendations therefore reflect more than satisfaction; they represent an attempt to communicate meaningful experiences to others. This finding suggests that future behavioral decisions are often rooted in emotional bonds rather than purely rational considerations.

5.4. Beyond Rational Evaluation: Understanding Why Cognitive Image Matters Less

An important finding of this study is the absence of a significant effect of cognitive image on both place attachment and behavioral intention. This result indicates that rational evaluations alone are insufficient to influence future behavioral choices in experiential settings.

Cognitive assessments provide information about destination quality and reduce uncertainty during the decision-making process. However, they do not create the emotional engagement necessary to motivate action. Visitors may acknowledge that a destination offers good facilities, accessibility, or value for money, yet such recognition does not necessarily encourage them to revisit or recommend the destination.

This finding suggests that rational evaluations function primarily as threshold conditions. They ensure that a destination meets basic expectations, but they do not generate the motivational energy required for behavioral commitment. Future decisions are therefore influenced less by what visitors know about a destination and more by what they emotionally experience and remember from it.

5.5. Implications for Understanding Behavioral Decisions and Choices

Taken together, the findings provide a broader understanding of how future behavioral decisions are formed in experiential consumption contexts. Behavioral intentions are not simply outcomes of evaluating destination characteristics. Rather, they emerge through a process in which experiences acquire emotional significance, develop into meaningful memories, foster psychological attachment, and ultimately influence future choices.

This process highlights the central role of meaningful experiences as a mechanism connecting past interactions with future behavior. The results suggest that individuals are more likely to revisit and recommend destinations that create emotional value and personal significance. Consequently, future behavioral decisions can be understood as expressions of remembered meaning rather than mere responses to rational evaluation.

6. Conclusions

This study demonstrates that affective image is a stronger predictor of behavioral intention than cognitive image. The results show that affective image positively influences both place attachment and behavioral intention, whereas cognitive image has no significant effect on either construct. In addition, place attachment significantly influences behavioral intention.

These findings indicate that future behavioral decisions are primarily driven by emotional experiences rather than rational evaluations of destination attributes. While cognitive image may help visitors evaluate a destination, it is affective image that creates emotional connections and motivates future behavioral responses. Furthermore, place attachment serves as an important mechanism through which positive emotional experiences are translated into revisit and recommendation intentions.

Overall, the study suggests that meaningful experiences influence future behavioral decisions by strengthening visitors' emotional attachment to a destination.

7. Practical Implications

The findings suggest that destination managers should focus on creating positive emotional experiences rather than relying solely on improvements in functional attributes. Although accessibility, facilities, and destination quality remain important, these factors alone may not be sufficient to encourage future behavioral intentions.

Managers should therefore develop experiences that generate enjoyment, excitement, and personal relevance for visitors. Interactive activities, engaging storytelling, and immersive experiences can help create stronger emotional responses and enhance visitors' attachment to the destination. By strengthening emotional connections, destinations can increase the likelihood of revisit intentions and positive word-of-mouth recommendations.

8. Limitations and Suggestions for Future Research

This study has several limitations. First, the data were collected using a cross-sectional design, which limits the ability to examine changes in perceptions and attachment over time. Future studies may employ longitudinal designs to better understand the development of behavioral intentions.

Second, the study focuses exclusively on museum destinations. Therefore, the findings may not be generalizable to other tourism contexts. Future research should examine the proposed model in different types of destinations to assess its applicability.

Third, the model only considers destination image and place attachment as predictors of behavioral intention. Future studies may incorporate additional variables, such as memorable tourism experiences, authenticity, satisfaction, or perceived value, to provide a more comprehensive explanation of future behavioral decisions.