Memorable experiences in language travel

Abstract

Language tourism is an important component of the global tourism market with an estimated two million travelers annually. Language travelers are a potentially lucrative segment of the travel market for tourism destinations; therefore, understanding their unique characteristics and behaviours is important. This study employs qualitative methods to explore the memorable experiences associated with language travel. Participants' most memorable experiences were associated with social interactions, cultural interactions, conquering language skills, and finding themselves in risky or challenging situations. This study addresses a gap in the literature as it relates to understanding the memorable experiences of language travellers. The findings may be of value to destinations and businesses who seek to attract language travellers.