Campos, Ana CláudiaMendes, Júliodo Valle, Patricia OomScott, Noel2017-04-072017-04-0720161054-8408AUT: ACA02400; JME00456; PVA00075;http://hdl.handle.net/10400.1/9702This study examines the on-site co-creation experience from a tourist perspective. A review of the literature and in-depth interviews with tourists who participated in a 'swimming with dolphins' experience are used to explore the importance of co-creation in enhancing attention and the memorability of the experience. Findings suggest that the co-creation experience influences memorability by focusing the tourist's attention. This study contributes to the conceptualization of co-creation in the field of tourism by substantiating the usefulness of a psychologically based approach to experience design.engjournal article10.1080/10548408.2015.1118424