This study identified elements leading to memorable food, drink, or culinary experiences while traveling. More than 1,000 respondents in four countries described their most memorable food or drink travel experience. Qualitative analysis found five general elements leading to memorable food travel experiences: food or drink consumed, location/setting, companions, the occasion, and touristic elements (e.g., novelty, authenticity). While these elements were frequently mentioned together, a single element (e.g., extraordinary view or entrée) was sufficient to create a memorable experience. The broad array of memorable experiences ranged from gourmet to simple, intentional to serendipitous. While local or authentic foods were often mentioned, many experiences included foods that were not local. In general, elements leading to memorable culinary tourism experiences were more specific than those for memorable tourism experiences, and a memorable destination was not required for a memorable food/drink experience. Tourism providers can use these elements to better create their destination’s culinary story.

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Transformative travel encourages tourists to self-reflect, question their assumptions, and develop a more tolerant worldview. While this form of travel is gaining attention, there is unmet demand for a scale that measures the complex transformative travel experience and potential outcomes. This study focuses on developing the Transformative Travel Experience Scale (TTES). The study applies a well-tested approach based on DeVellis and Podsakoff et al. to reveal that a four-dimensional scale, composed of the dimensions of local residents and culture, self-assurance, disorienting dilemma, and joy, can be successfully used to measure the process and outcomes of transformative travel. From a theoretical perspective, the findings suggest that the disorienting dilemma might occur at different points in time. The Transformative Travel Experience Scale is helpful to organizations that want to capture the positive changes resulting from participation in transformative travel when applying for certifications, awards, and grants.