Memory Schema
Abstract
A schema is a concept used to describe the organisation of memory about an object. Schema are perceptual prototypes abstracted from numerous episodic events based on their similarities or commonalities. In tourism, a schema may be termed a network, mental model, social schema, stereotype, social role, script, worldview, heuristics or archetype. A schema is flexible. New information may be either assimilated or accommodated based on its degree of congruity. Schema incongruent information requires more mental effort to process. The concept is used in research on destination brand image, storytelling, social relationships, attitude change and transformation during travel. The concept is useful in discussion of the change to a sustainable worldview.
Document Type
Journal Article
Date of Publication
6-24-2024
Volume
27
Publication Title
Tourism Social Science Series
Publisher
Emerald
School
School of Arts and Humanities
Copyright
Subsciption content
First Page
143
Last Page
152
Comments
Zhang, R. and Scott, N. (2024), "Memory Schema", Cognitive Psychology and Tourism (Tourism Social Science Series, Vol. 27), Emerald Publishing Limited, Leeds, pp. 143-152. https://doi.org/10.1108/S1571-504320240000027012