Journal of Contemporary Issues in Business and Government

Abstract

This study is first to evaluate the role of memories in the hospitality and tourism industry of
Pakistan. The mediating role of memories in the relationship of staff presentation and
knowledge, and hotel image oncustomers’ behavioral intentions has been investigated in
luxury hotel settings.The respondents of the study are customers of the hotel industry. The
data has been collected from 354 respondents through convenience sampling technique.
Data was analyzed through PLS-SEM. Findings show that memories play a role in
increasing behavioral intentions of the customers. Theoretical and practical implications are
discussed in detail.