Abstract
The cross-cultural heritage tourism experience has been proven a significant way to develop sustained heritage tourism and broaden the national image. Also memory of the experience in the recollection stage is an important factor in the evaluation of tourism experience and future behavior. However, there was little previous research in studying the memory formation under a cross-cultural heritage tourism context. With this limitation, this study developed a research model based on the qualitative analysis of 17 Chinese international students who visited two cross-cultural heritage tourism sites. One of the major findings was that memory was constructed according to time point factors, emotional factors and cognition factor. Furthermore, the tourists actively reinforced their memory by watching their photo album or telling their story to others outside the site. Finally, this study also found a significant gap between the on-site experience and the memory of the experience.
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