Providing memorable tourism experiences (MTEs) plays a crucial role in determining the competitiveness and sustainability of a destination for not only the business sector, but also the environment. Therefore, destination managers face a challenge in identifying, facilitating, and maintaining memorable tourism experiences among visitors. Although MTEs have been increasingly studied, research of the effects of MTEs on word-of-mouth and revisit behavior intentions is still at an early stage of development, particularly in the forest recreation context. The objectives of this study were twofold: To assess visitors’ MTEs in a selected forest recreation destination and to examine the effects of MTEs on word-of-mouth and revisit intentions. This study identified key memorable experiences of visitors in Xitou Nature Education Area (XNEA), Taiwan (R.O.C.), and examined the relevant relationships among MTEs and behavioral intentions. The results revealed that both refreshment and involvement experiences received the highest scores from the respondents, whereas perceived local culture received the lowest score. Refreshment, local culture, and involvement positively influenced the word-of-mouth intention of visitors. Additionally, hedonism, local culture, and involvement significantly positively influenced the revisit intention of visitors. This study provides additional insights into MTEs in nature-based tourism. The study results underline the importance of MTEs in forest recreation destinations that can encourage more word-of-mouth and revisit intentions of tourists.

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Taiwania (Taiwania cryptomerioides) is a valuable raw material in the wood products industry in Taiwan. An empirical study of the physiological and psychological effects of smelling Taiwania contributes to an understanding of the properties of interior wood that could potentially promote the use of wood materials in a healthy living environment. Prior studies have indicated that pre-knowledge of odors can cause cognitive bias and different responses in subjects. Designed to disclose the therapeutic effects of Taiwania’s scent and its extension to environmental health promotions, this study aimed to (1) investigate its effects on human health responses by stimulating olfaction, and (2) explore the role of cognitive bias in exposure to the scent of Taiwania. The results showed Taiwania’s volatiles had a relaxation effect in reducing the heart rates of participants. Some negative mood states, such as confusion, fatigue, and depression were suppressed. Regarding sensory perceptions, participants reported Taiwania’s scent induced greater affective scores of stimulation, excitement, firmness, distinctiveness, activity, and denseness, but a lower feeling of pleasantness. There were significant effects of positive cognitive bias on reducing the anger-hostility feeling of participants, but no effects on physiological responses. Moreover, the positive information bias alleviated the unpleasantness toward the smell.

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