The pivotal impact of memorable tourist experiences on behavioral intentions and destination competitiveness has been underscored by prior studies, which remarked how the different attributes of various types of tourist activities and services influence the memorability of the overall destination experience. However, these endeavors approached the topic of destination experience in a generic manner, and did not research the specific dynamics behind the memorability of such touristic activities in depth. This study aims to identify and evaluate destination-level attributes that contribute to the memorability of sightseeing bus-tour experiences (MBTE), as an example of destination activities. Based on a mixed-methods approach exploring the perspectives of tourists and destination professionals, the results suggest a checklist of 34 attributes arranged under six dimensions: (1) attractions, (2) accessibility, (3) amenities, (4) tourist information and tour guidance quality, (5) quality of services, and (6) other ancillary services. The results give insights into the different perspectives of tourists and decision-makers on the relative importance of MBTE determinants and elaborate on their implications.
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