Does the Order of Visiting Destinations Affect Their Recall and Evaluation?
通过179名国际游客对伊朗四城市的自然实验，发现访问顺序影响回忆（首因效应为主）和评价（首因与近因效应均有影响），对旅游序列设计和“难忘”概念有启示。
Tourists frequently engage in visiting a sequence of cities, sites, and destinations. Previous psychology studies have shown the impact of order on recall and favorability; key concepts are the serial position effect and primacy and recency influences. A field-based natural experiment collected posttrip responses from 179 international tourists to four major Iranian cities. The researchers examined the relationships between the order of visiting the cities, tourists’ recall and judgment. Results from the manipulations revealed there is a relationship (mainly Primacy) between position in the itinerary and their recall. For evaluative judgments, both primacy and recency effects were linked to order of visiting. The work has implications for the presentations of tourism units in a sequence and sharpens the way we use the expression memorable in tourism research.