Memorable Without Risk? Antecedents and Outcomes of Pseudo‐Adventure Tourism

ABSTRACT

Pseudo‐adventure tourism, or wonang tourism, involves playful, low‐risk activities designed for visual appeal and social sharing. This study examines how pseudo‐adventure tourism factors influence memorability, experiential satisfaction and behavioural intentions. Data from 302 participants were analysed using partial least squares structural equation modelling. Findings indicate that perceived risk, authenticity, and control positively influence both memorability and satisfaction, while perceived safety enhances satisfaction but not memorability. Experiential satisfaction did not predict memorability, and memorability did not influence word‐of‐mouth recommendations. However, memorability significantly increased revisit intention, whereas experiential satisfaction positively influenced word‐of‐mouth. The findings extend memorable tourism experience research by showing that memorable experiences can emerge from low‐intensity, emotionally safe adventure settings, challenging the view that memorability is primarily driven by high‐risk, high‐arousal experiences.