Framing memorable hiking tourism experiences through embodiment: The case of Mount Huangshan, China

Hiking tourism is becoming increasingly popular with the rise of health concerns. This study uncovers means-end chains of memorable experiences of hiking tourists and considers the role of embodiment in such experiences. The findings confirmed three structural dimensions and nine hierarchical chains, three of which were connected with physical embodiment. Social and emotional embodiment were identified in the other chains. Physical, social and emotional embodiment were found to be essential in creating mindful and meaningful experiences that led to a sense of self-accomplishment and deeper self-awareness. This study contributes by constructing a framework to examine memorable hiking tourism experiences in relation to embodiment theory. Practical implications are also provided on hiking tourism management and promotion. Management implications: Hiking tourists have better and more memorable experiences when the perceived level of physical challenge is anticipated. Embodied experience is an important component of hiking tourism and such experience consists of physical, social and emotional characteristics. Theoretically this paper built a link between embodiment and memorable experiences in tourism research. The conceptual model can also serve as a practical guide to improve memorable experiences at hiking destinations. Mature destinations need to improve the interpretation systems to provide more information on the trail and trip conditions, while for early-stage destinations, the memorable hiking tourism experience chains can be a useful tool for trail development and planning. Hiking tourism organization also need to cater the needs of tourists with different physical capabilities. Site managers and tour operators should consider the physical, social and emotional elements of tourists' expectations in destination planning and itinerary design. Various marketing strategies can be applied to tackle the needs of different hiking tourist groups.