Designing for memorable experiences in cultural tourism: a process model from managerial perspectives

Memorable experiences are central to cultural tourism, yet little is known about how managers intentionally design encounters that endure beyond the visit. This study investigates how managers design for memorable experiences in museum and wine tourism settings. Drawing on a well-established model of human memory, we examine how design decisions support the memory processes of attention, encoding, and retrieval. Using a multiple-case approach, 21 interviews across 12 institutions were analysed thematically using Gioia’s method. Findings reveal how physical, social, and content elements are strategically orchestrated to capture attention, evoke emotional engagement, and reinforce recall. Integrating cognitive psychology with service design, we propose a process model that advances experience design theory and offers actionable guidance for cultural tourism practitioners seeking deeper, longer-lasting visitor experiences.