UNVEILING TJONG A FIE'S LEGACY: HOW DESTINATION STORY SHAPES TOURIST SATISFACTION THROUGH MEMORABLE EXPERIENCES

Abstract

This study aims to examine the impact of destination brand story on memorable tourism experiences and tourist satisfaction at Rumah Tjong A Fie. Using a quantitative survey approach with associative methodology, data were collected from 170 tourists who had visited the site. The research employed Likert-scale questionnaires to assess respondents’ perceptions and experiences. The findings reveal that destination brand story significantly influences both memorable tourism experiences and tourist satisfaction. The analysis also demonstrates that memorable tourism experiences mediate the relationship between destination brand story and tourist satisfaction. The results highlight the importance of effective storytelling in enhancing tourist engagement, satisfaction, and emotional connection with heritage sites. This study underscores the role of cultural narratives in creating memorable and meaningful experiences that contribute to the sustainability of heritage tourism.