ABSTRACT

Competition in today's global market is increasing day by day, competitive advantage is difficult to achieve. In the world where rapid changes and innovations are experienced, enterprises have to keep up with these developments. Because, the product and service experience that is experienced rather than the final product for today's consumer becomes decisive in the purchasing decision making process. At this point, the creation of experiential environments that are difficult to imitate and substitution, and which are desirable by consumers, capable of responding to their expectations are of great importance in terms of competitive advantage. However, occurred developments and changes in the world and in the tourist profile, it also causes changes in the expectations of tourists. Except for satisfying the needs of tourists, the tendency to live memorable experiences such as the search for difference, feeling valued, renewal, new cultures and people recognition, it gives cause for a focus on the elements that make an experience unique and memorable. When the literature is examined, while it is seen that there are many studies on consumer, visitor, tourist and travel experience, the concept of "Memorable Tourism Experience" ranks as pretty new research topic in this field. When the studies in the foreign literature related to this concept are examined, it is possible to state that a literature accumulation is formed, but it is seen that there are pretty limited number of studies in the domestic literature. Hence, the aim of this study is to contribute to the current academic literature by making a comprehensive evaluation of international and national literature and to evaluate the phenomenon of memorable tourism experience that is a new concept in terms of scope and content. In this sense, it is foreseen that mentioned findings and evaluations will guide tourism operators and destination managers in terms of understanding the factors that tourists consider in decision-making processes.