This study addresses a crucial gap in memorable tourism experience (MTE) research by evaluating both positive and negative destination attributes in urban tourism, an area often overlooked, as most research focuses on positive experiences. Utilising stimulus-organism-response (SOR) theory, this study examines the interplay between destination attributes, personality, overall satisfaction, revisit intention, and electronic word-of-mouth (eWOM) intention. Data from 383 Indonesian tourists visiting urban destinations were analysed using partial least squares structural equation modelling. The findings indicate that destination attributes significantly impact MTE, emotions, and destination personality, which, in turn, enhance satisfaction and behavioural intentions. While MTE positively influences satisfaction and eWOM intention, its effect on revisit intention is limited. Additionally, destination personality boosts satisfaction and revisit intention, but not eWOM intention. This research advances the tourism literature by integrating diverse constructs within the SOR framework, offering valuable insights for destination stakeholders aiming to enhance visitor experiences and optimise outcomes in urban tourism. © 2025 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.