Dimensions and triggers of memorable tourism experiences : evidence from Italian social enterprises

Purpose: This paper explores the dimensions and triggers of memorable tourism experiences (MTEs) from the service provider perspective. Specifically, it focuses on MTEs offered by tourism social enterprises (TSEs) in Italian tourist destinations that are growing in popularity. Design/methodology/approach: This study adopted a qualitative approach using Gioia methodology. After a preliminary email survey, data were collected from Italian TSEs using semi-structured interviews. Findings: MTE dimensions include hedonism, novelty, refreshment, local culture, meaningfulness, knowledge, involvement, surprise and servicescape, while its triggers relate to TSE characteristics – value proposition (authenticity and unconventionality), value constellation (relationships with local communities and public and private institutions) and social and economic profit (generation of revenue, strengthening of business and new employment opportunities). Using these results, this study proposes a model for TSEs to create MTEs. Research limitations/implications: This study advances the MTE research in relation to TSEs, a specific category of tourism company that plays an essential role in contemporary tourism. Practical implications: This study makes recommendations to TSE managers on how to create and effectively manage MTEs to ensure survival and competition in the global market. Social implications: This analysis highlights that TSEs contribute to improving the social conditions of little-known areas through the development of inclusive social projects and the creation of new job opportunities. Originality/value: To the best of the authors' knowledge, this is the first study to examine MTEs from the TSE service provider perspective.