What is Memorable Tourism Experience

The degree of remembrance of an experience can affect an individual's contribution to social, cultural, economic, and environmental sustainability by transforming their behavior. In other words, memory and memorability are important predictors of sustainable behavior. Therefore, the focus of this study is to evaluate the memory and memorable experiences from the macro-sustainability perspective. Within this study, the impact of visitors' memorable experiences on sustainability and how sustainability shapes memorable experiences are evaluated conceptually. The results show that emotional and cognitive essence that makes tourism experiences memorable provides a competitive advantage for destinations by influencing the sustainability behaviors of visitors. In line with this study, the relationship between memory and sustainability behaviors of visitors must be evaluated via qualitative and quantitative methods.