“…Active participation, either in physical or mental terms (Bertella, 2014;Minkiewicz et al, 2013;Prebensen & Foss, 2011), has been found highly relevant for tourists because it focuses attention on their experience, leading to higher levels of memorability. This study supports findings that link active participation and interactivity to attention (Hunter, 1994;Kuhl & Chun, 2014) and also results from educational theory, cognitive psychology and neuroscience connecting attention and memorability (Almarode & Miller, 2013;Chun & Turk-Browne, 2007;Fahy, 2004;Hunter, 1994;Snell, 1999). Peaks of attention were found in two types of activity: cognitive activity, involving learning, information, and knowledge acquisition (Kolb, 1984), and physical activity, requiring body movements, as with swimming.…”