Exploring the Dimensions of Memorable Tourism Experience: A Netnography Study on Lahore Museum

Abstract

Cultural tourism, a main type of tourism, where tourists want to learn about, experience, and interact with various cultural attractions and spirituality at different tourist destinations. So, the purpose of this study is to explore the determinants of memorable tourism experience through netnography at Lahore Museum. Authors collected online reviews about Lahore Museum from TripAdvisor website and through NVivo software performed content and sentiment analysis. Authors found authenticity, atmospherics, engagement, behavioral intention, quality of services and place attachment as determinants of memorable tourism experience. Theoretically, by finding a novel dimension—place attachment—this study enhances our knowledge of the significance of tourism experiences. As a result, the study offers administrators of museum on how to create an unforgettable tourist experience for tourists.