Shared Festival Tourism Experiences: The Power and Purpose of Remembering Together

Although there is much discussion of what makes travel experiences memorable there is less on how remembering those experiences together then makes us feel and act. This empirical paper builds upon recent conceptual work in shared emotional memory, and explores the processes through which memories are negotiated and how these then affect our attitudes and behavioral intentions. Using an innovative qualitative methodology, we analyze individual and shared memories from six pairs of festival tourists. The findings highlight how wellbeing increases, through a shared reality and sense of belonging, as we negotiate an agreed memory of a past experience. The agreed memory is formed through negotiation, attunement, and emotional synchrony. This desire to agree and the wellbeing benefits that accrue strongly influence attitudes, behavioral intentions, and word-of-mouth. There are important implications for tourism practitioners in the design of experiences and in post-trip marketing activities informed by and influencing consumer memory sharing.