Creating memorable experiences has become one of the key success factors for the theme park business. However, few studies focused on ‘visitors’ memorable experiences’ in the context of theme park service settings. Further research is required to understand the factors that make certain experiences as special and memorable, specifically in the context of theme parks. This study examines the role of theme park visitors’ subjective experiences on their vivid memory and loyalty. Results revealed that theme park visitors’ service experience impacts visitor loyalty through vivid memory. Each dimension (hedonics, peace of mind, involvement, and recognition) of service experience significantly influences vivid memory and loyalty. The study‘s conclusions provide valuable implications for theme park managers in terms of designing and creating memorable experiences for visitors. © 2019 Taylor & Francis Group, LLC.