A conceptual framework for co-creating memorable experiences: the metaphor of the journey

Purpose – This study aims to propose a conceptual framework to capture the essence of memorable experiences. Design/methodology/approach – A conceptual framework based on the service marketing and tourism literature is proposed to understand how memorable experiences are co-created. A particular context is presented to test the hypotheses using structural equation modelling. The quantitative findings are further explained using qualitative data. Findings – The findings show that co-creation, novelty, theming and storytelling serve as antecedents of entertainment, education, escapism and esthetics, consequently resulting in positive memorable experiences. Research limitations/implications – This study aids researchers and managers in understanding and co-creating memorable customer experiences. Originality/value – The metaphor of the journey may help to rethink business models by implementing practices suggested by both marketing and tourism research.