THE VALUES FROM THE MARBLE MOUNTAINS IMPACT ON VISITOR’S MEMORABLE EXPERIENCE

Abstract

The Marble Mountain has long been a symbol of Da Nang city. It was ranked by the Ministry of Culture as a national historical monument in 1980 and a special national relic site in 2018. The Marble Mountain has four main values including: historical value; cultural values; feng-shui value; and archeological value. This research aims to determine the impacts on the memorable travel experience by using a Structural Equation Modeling. The survey result of 587 visitors showed that historical value impact on novelty, local culture, refreshment, meaningfulness, involvement, and knowledge; cultural values and feng-shui value impact on hedonism, novelty, local culture, refreshment, meaningfulness, involvement; archeological value impact on local culture, refreshment, meaningfulness, involvement, and knowledge.