An Exploration of Collective Memory in the Tourism Context

Collective memory is the process and result of a specific social group's members sharing of the past. This paper examines and discusses what constitutes collective memory in the tourism context. It addresses collective memory as cultural production and its fundamental role in the tourism industry. As there are limited studies on collective memory applied to the tourism context, this paper identified the relevant attributes and dimensions of collective memory in a tourism context that will enable destination managers and marketers to formulate appropriate marketing strategies and provide practical suggestions for the industry to promote tourist destinations from a collective memory perspective. A qualitative study using in-depth interviews was conducted to identify and examine the meaning and attributes of collective memory. Face-to-face interviews were conducted with tourism academics, industry professionals and tourists. Eleven (11) attributes of collective memory were identified, namely: place; cuisine; souvenir; growing up experience; history; event; reproduction; subjective; culture and identity; personal future needs; and development of tourism destination. Moreover, with this information a conceptual framework of collective memory was developed. By enhancing the destination image, and providing memorable visitor experiences, tourist's memories can be enhanced, which may also facilitate their willingness to revisit a destination or place.