To read this content please select one of the options below:

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

Silvia Angeloni (Department of Economics, Management and Quantitative Methods, Università degli Studi di Milano, Milan, Italy)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 14 October 2022

Issue publication date: 16 January 2023




This study aims to propose a conceptual framework to capture the essence of memorable experiences.


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.


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.


The metaphor of the journey may help to rethink business models by implementing practices suggested by both marketing and tourism research.



The author wishes to thank Shockino’s company for its kind cooperation in supporting the research. Moreover, the author wishes to thank Professor Stefano Della Torre for his helpful advice and for having allowed the presentation of Shockino Mix Experience to the students of the course of Management of Built Environment at Politecnico di Milano.


Angeloni, S. (2023), "A conceptual framework for co-creating memorable experiences: the metaphor of the journey", Journal of Consumer Marketing, Vol. 40 No. 1, pp. 67-86.



Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

Related articles