Publication Date



The way we do or think about tourism is changing. Today’s tourists do not want to just look, watch, or relax while traveling. More tourists of all generations and incomes are seeking experiential memorable travel opportunities. The destinations and activities that individual tourists choose are very dependent upon unique interests and personal idiosyncrasies. This research study confirms that the destination selections and subsequent satisfaction that leads to favorable Word-of-Mouth/Mouse (WOMM) marketing depends upon the level of individualized engagement promised to and experienced by the tourists themselves. Businesses and destinations increasingly need to be designed and targeted to individuals who are interested in memorable experiential tourism activities. This study clarifies the tourists’ memorability-forming process that can be used by academicians and industry practitioners to align tourism opportunities with emotion-triggering elements that tourists find memorable.