Velvet Nelson examines the use of travel blogs as social memory data and narrative analysis as a means to interpret those data through the case study of Mostar, Bosnia and Herzegovina. Travel blogs are recognized as rich narratives of experience. In this research, narrative analysis provides insight into how tourists immerse themselves in both the tangible and intangible heritage of war in the city, make sense of their experiences, interpret narratives of memory and countermemory, and contribute to the social memory of Mostar.