Revisiting Ethnocultural Microdestinations in Mongolia: Nostalgia and Memory Vividness in VFR Trave

This study investigates how ethnocultural nostalgia and the vividness of autobiographical memory influence revisit intention among domestic VFR (visiting friends and relatives) travelers in Mongolia. A field survey of 482 passengers on a long-distance train route was analyzed using partial least squares structural equation modeling (PLS-SEM). The findings indicate that ethnocultural nostalgia has a significant impact on both the vividness of autobiographical memories and the intention to revisit them. Mediation analysis confirms that memory vividness partially mediates the relationship between nostalgia and revisit intention. These findings highlight the psychological and cultural dimensions of VFR travel. They demonstrate that revisit decisions are rooted in emotional and cognitive processes rather than purely functional factors. This research advances memory-centered tourism theory by introducing the “ethnocultural microdestination” framework. The study offers theoretical and methodological insights into the emotional and cognitive motivations for travel, contributing to deeper understanding of place attachment in emerging domestic tourism contexts.