A netnographic research on memorable tourism experience: The case of Çamlihemşin highlands

In this study, visitor reviews on online platforms were examined according to the dimensions of a memorable tourism experience. In the research, the answer to the question, "which dimensions of memorable tourism experience can occur in the highlands within the boundaries of the Çamlıhemşin region of Rize?", was searched. The study, which was conducted using the qualitative research method, was carried out through the reviews of twelve highlands (Gito, Elevit, Palovit, Amlakit, Tirovit, Aşağı ve Yukarı Kavrun, Huser, Sal, Badara, Avusor, Pokut ve Ayder Highlands) within the boundaries of Çamlıhemşin, Rize. The data consists of 1015 reviews written in the Turkish language on TripAdvisor and Google Maps for the years 2020 and 2021. The collected data were analyzed by using MAXQDA qualitative data analysis program. As a result of the analysis, data on the dimensions of hedonism, knowledge, participation, local culture, innovation and refreshment were found within the scope of the memorable tourism experience. Among these dimensions, it was seen that the expressions related to the hedonism dimension took place the most. This shows that plateau visitors realize their memorable tourism experience mostly in the dimension of hedonism. Moreover, it has been seen that the data on the memorable tourism experience can not only consist of positive experiences, as well as the negative experiences faced by people may also make an experience memorable.