Innovate, Feel, and Remember: Psychological Drivers of Memorable Tourism

Abstract

This study explores the antecedents of Memorable Tourism Experiences (MTEs) within the context of Pakistan's tourism sector. Focusing on consumer-level psychological factors, it examines how consumer innovativeness and positive valence contribute to the formation of MTEs. The study adopts a purposive sampling technique, targeting adult tourists who have visited key destinations across Pakistan. Findings from the analysis reveal that both consumer innovativeness and positive valence significantly influence the memorability of tourism experiences. The study highlights the emotional and cognitive dimensions that underpin meaningful tourist encounters, offering practical insights for tourism managers and marketers to design experience-driven strategies. It contributes to the literature by narrowing the gap between tourists' personal dispositions and their lasting impressions of travel.

Keywords: Memorable tourism experiences; positive valence; consumer innovativeness; tourism psychology; Pakistan tourism.