Exploring tourists’ memorable food experiences: a study of visitors to Santa’s official hometown

The present study was undertaken with the purpose of understanding what makes a memorable food experience (MFE) for tourists. Twenty-two interviews were carried out with a sample of tourists who visited Rovaniemi, Finland. Using grounded theory as a data analytic approach, this paper proposes a conceptual framework of MFE, which is comprised of a number of key components: local specialities and food attributes (taste), authenticity, novelty, togetherness and social interaction, hospitality, and servicescape including food souvenirs. The implications for managers are that service providers should offer local specialities; give tasty, novel and authentic food experiences; encourage social interactions between tourists and the service provider; offer warm and welcoming hospitality; focus on the servicescape; and serve food (including food souvenirs) on wooden plates and in wooden cups.