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.

Citation

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