Memorable Tourism Experiences; Scale Development

Abstract

AttachedThis paper presents the findings of a research intended to develop a reliable and valid measurement instrument for memorable tourism experiences from the perspectives of more regular and typical leisure-oriented travellers. The exploratory; stage involved data analysis 6f 100 travel blog narratives and 35 in-depth interviews; and the subsequent quantitative stage gathered data through a survey of 700; respondents who had visited some of the major tourist sites in Australia. The study confirmed a reliable and valid MTE instrument having 34 items across the tern experiential dimensions: authentic local experiences; novel experiences; selfbeneficial experiences; significant travel experiences; serendipitous and surprising experiences; local hospitality; social interactions; impressive local guides and tour [ operators; fulfilment of personal travel interests and affective emotions. However, the \ relative importance of these dimensions can differ according to the destinations and • travellers’ demographic characteristics. The results provide important managerial implications for destination marketing efforts.