Journal Archive

korean management review - Vol. 50 , No. 1

[ Article ]
korean management review - Vol. 49, No. 6, pp.1499-1522
Abbreviation: kmr
ISSN: 1226-1874 (Print)
Print publication date 31 Dec 2020
Received 18 May 2020 Revised 26 Aug 2020 Accepted 28 Aug 2020

How to Increase the Revisit Intention on Tourism Experience: The Mediating Role of Rosy Retrospection and the Moderating Role of Retrieval Cues
Han-Na Jo ; Ji-Ho Choi
(First Author) Jeollanam-do Tourism Organization (
(Corresponding Author) Chonnam National University Dept. Business Administration (

관광경험이 재방문의도에 미치는 영향: 긍정적 회상의 매개효과와 인출단서의 조절효과

This is an open access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted, distribution, and reproduction in any medium, provided the original work is properly cited.


The purpose of this research is to investigate the role of rosy retrospection as a mediating variable and retrieval cues as a moderating variable in the research of the impact of tourism experience on revisit intention. In particular, it noted the role of rosy retrospection, which is the retrieval of information stored in memory, and predicted that tourism experience would affect the intention of revisiting by mediating rosy retrospection.

The analysis results of the study are summarized as follows. First, the tourism experience was shown to have a significant positive impact on rosy retrospection. Second, it was found that rosy retrospection had a significant effect on revisit intention and played a role as a mediating variable in the relationship between tourism experience and revisit intention. Third, as a retrieval cues, social media showed differences among groups based on utilization, but tourism souvenirs did not show differences among groups. Furthermore, groups with high social media utilization have strengthened the impact of tourism experiences on rosy retrospection.

This study suggested the importance of social media, a retrieval of memories, which is to increase the importance of retrieval cue and access to rosy retrospection, as a way to increase tourists' revisit intention.

Keywords: Tourism Experience, Rosy Retrospection, Retrieval Cues, Social Media, Tourism Souvenirs, Revisit Intention

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∙ The author Han-Na Jo is graduated from Chonnam National University with a degree in English Literature, and obtained a doctorate from the Department of Business Administration. After earning her doctorate, she is working as a marketing team leader at the Jeollanam-do Tourism Organization. The main areas of research interest are marketing practice, social network and CSR in the field of culture and tourism.

∙ The author Ji-ho Choi is currently a professor of business administration at Chonnam National University. He earned a doctorate from Korea University and worked at Hyundai-Kia Motors. The main areas of interest in research are academic fields such as distribution channels and relationship marketing, and research in practical fields such as the employment and labor market, the automobile industry, and the culture and tourism industry.