Purpose: This study aims to explore demographic market segments’ effect on the relationships between memorable tourism experiences (MTEs), perceived value dimensions and tourists’ behavioral intentions. Design/methodology/approach: The data were collected with an online survey that gathered information on MTEs, economic value, quality value, emotional value, social value and intentions to recommend and revisit. Based on a sample of 1,003 Portuguese tourists, the research model was estimated using partial least squares path modeling. Findings: The results reveal that MTEs have a positive impact on all four perceived value dimensions. Emotional and social value have a positive effect on recommendation intentions. Tourists from different demographic segments exhibit heterogeneous patterns regarding perceived value dimensions’ influence on these individuals’ behavioral intentions. Emotional value has the strongest impact for females, but males are influenced more by social value. Economic value significantly contributes to younger tourists’ recommendation intention, while quality value has the same effect on the 36–45 age group. Originality/value: This study extended the existing knowledge by confirming heterogeneity among different tourist segments defined by age and gender regarding the relationships between MTEs, perceived value dimensions and behavioral intentions.

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Perceived value,Memorable tourism experience,Behavioral intention,Moderator,Recommendation,Revisit intentions,Experience economy,SEM,Multi-group analysis,Survey,Market segmentation,Demographic segmentation

• Economia e Gestão - Ciências Sociais
• Geografia Económica e Social - Ciências Sociais
• Outras Ciências Sociais - Ciências Sociais