A new approach to understanding involvement: linking involvement to the memorability of experience

Based on the involvement literature, the current research redefines the involvement theory and proposes a new form of involvement, namely situated involvement. The research, then, develops a scale to measure this involvement employing a mixed methods procedure. Afterward, the relationships between enduring, response, and situated involvements as well as the memorability of experience are investigated using structural equation modeling (SEM). The results from a survey of 317 tourists in Queenstown, New Zealand show that the memorability of experience is only impacted by situated involvement, the type of involvement which occurs during an experience. Enduring and response involvements are found to influence situated involvement, and enduring involvement predicts response involvement.