Memorable tourist experiences versus ordinary tourist experiences analysed through user-generated content

This study aims to test some previously proposed MTE (memorable tourist experience) scales by using UGC (user-generated content) posted in social media sites, through script theory and thematic analysis. In addition, MTEs and OTEs (ordinary tourist experiences) are compared to identify any significant differences between their dimensions. The results suggest that some dimensions of the MTE scale (hedonism, novelty, meaningfulness, involvement, knowledge and serendipity) are significantly more frequently reported in MTEs than in OTEs, but are not exclusive to MTEs. Despite this, the MTE scale dimensions are able with some accuracy to classify tourist experiences as MTEs or OTEs. Thus, national park managers can use MTE scale dimensions to understand tourists' evaluations of destinations and should focus their efforts on these dimensions when developing tourism plans.