Capitalizing on memories past, present, and future

Abstract

This article argues that narratized experience has been the key ingredient in the emergence of tourism as a modern industry. Starting with published travelers' reports, narrative has shaped and structured touristic experience and, in turn, the narratized memories of travelers have stirred the desire for touristic exploits of one generation after another. Clarifying the non-industrial nature of the tourism `industry', the article explores the `aura' of the tourist experience, the ways in which tourists seek to harness it into their narration, and how tourism providers, in turn, are compelled to commodify and sell potential narratable memories to travelers.