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This study constructs a new model of the night tourism experience to explore the influence mechanism of the night tourism atmosphere. This study was conducted with 659 tourists who have visited the historical and cultural blocks at night. The results show that pleasure and arousal play a moderating role between the night tourism atmosphere and a memorable tourism experience. Innovation and cultural contact play a positive moderating role in the process of the night tourism atmosphere affecting memorable tourism experiences. This study provides a new idea for and perspective on how destinations might improve the night tourism experience.

How to create a memorable night tourism experience: atmosphere, arousal and pleasure