Memory research in cognitive science indicates people will come to remember a few fleeting moments from a past tourism experience, but not the entire trip. Accordingly, the goal of this research is to understand the experience of travelers' most ‘Memorable Tourism Moments’. The results from a qualitative inquiry helped develop a conceptualization of the Memorable Tourism Moment as a fleeting temporally short experience which emerges unsuspectedly and is highly intriguing. Four types of Memorable Tourism Moments were also identified. The existence of the Memorable Tourism Moment proved to have direct positive impacts on present and future trips. This study also helps showcase how important the experience of a few standout moments is for the overall memorability of our past trips. Accordingly, there are several implications for destination marketing practices.

认知科学中的记忆研究表明，人们会记住过去旅游经历中的一些转瞬即逝的时刻，而不是整个旅程。因此，本研究的目的是了解旅行者最“难忘的旅游时刻”的体验。定性调查的结果有助于将难忘的旅游时刻概念化为一种转瞬即逝的短暂体验，这种体验会出人意料地出现并且非常有趣。还确定了四种难忘的旅游时刻。难忘的旅游时刻的存在被证明对现在和未来的旅行有直接的积极影响。这项研究还有助于展示一些杰出时刻的体验对于我们过去旅行的整体记忆力有多么重要。因此，