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

A conceptual framework for co-creating memorable experiences: the metaphor of the journey This study aims to propose a conceptual framework to capture the essence of memorable experiences.Design/methodology/approachA 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.FindingsThe 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/implicationsThis study aids researchers and managers in understanding and co-creating memorable customer experiences.Originality/valueThe metaphor of the journey may help to rethink business models by implementing practices suggested by both marketing and tourism research. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

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

Angeloni, Silvia
Journal of Consumer Marketing , Volume 40 (1): 20 – Jan 16, 2023
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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0736-3761
eISSN
0736-3761
DOI
10.1108/jcm-03-2022-5230
Publisher site
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Abstract

This study aims to propose a conceptual framework to capture the essence of memorable experiences.Design/methodology/approachA 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.FindingsThe 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/implicationsThis study aids researchers and managers in understanding and co-creating memorable customer experiences.Originality/valueThe metaphor of the journey may help to rethink business models by implementing practices suggested by both marketing and tourism research.

Journal

Journal of Consumer Marketing – Emerald Publishing

Published: Jan 16, 2023

Keywords: Co-creation; Experience economy; Memorable experiences; Metaphor of the journey; Novelty; Theming and storytelling

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