ABSTRACT
This paper presents a reliable and valid measurement instrument for memorable tourism experiences from the perspectives of real and more regular travelers. The exploratory research involved 13 qualitative interviews with local officials of Mulu National Park and 100 tourists’ who visited Mulu National Park, Sarawak. The study confirmed a reliable and valid MTE instrument with 22 items across the seven experiential dimensions. They were: (a) Perceived Novelty, (b) Perceived Encounter Social Interaction/Cultural Knowledge, (c) Perceived Involvement, (d) Perceived Unexpected Happenings, (e) Perceived Negative Experiences, (f) Perceived Meaningful and (g) Perceived Stimulations. The results provide important managerial implications for future destination marketing efforts.
