The Exploration of the Memorable Tourist Experience

Advances in Hospitality and Leisure

ISBN: 978-1-78052-936-3, eISBN: 978-1-78052-937-0

ISSN: 1745-3542

Publication date: 13 August 2012


This study focuses on the guide role, experience context, and the subsequent cocreation strategies regarding the tourist experience. The guide role and the guide–tourist interaction are explored by using a qualitative research design. To illustrate how guides perceive their role, the experience context, and the strategies adopted in order to cocreate experience value for tourists, two different experiences are discussed: a guided tour at a rock art site and a guided nature-based tour in a northern landscape. Interpretive data analysis reveals how the tourist context may encourage or restrain the guides’ uses of different cocreation strategies, in particular storytelling. In addition, the findings indicate that the guides have different perceptions regarding their role, which influence their view and use of the available cocreation resources.



Mathisen, L. (2012), "The Exploration of the Memorable Tourist Experience", Chen, J. (Ed.) Advances in Hospitality and Leisure (Advances in Hospitality and Leisure, Vol. 8), Emerald Group Publishing Limited, Bingley, pp. 21-41.

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Copyright © 2012, Emerald Group Publishing Limited

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