The concept of value co-creation has opened up a new frame of research, freeing the areafrom a narrow supply – demand dichotomy. Briefly put, value co-creation means that asupplier and a customer, i.e. visitor, add value jointly to the experience in question, byproviding different input, based on their differing history. A consequence of thisreasoning is that there are as many different notions of a tourist setting as there arevisitors. One could argue that each visitor creates his or her own setting, be it adestination, an event or a theme park, etc., depending on what the visitor understandsand uses of the services provided. This process is not easily studied and is oftenattempted to be captured through its output, i.e. as evaluations that visitors makeafterwards. However, with GPS tracking technology it is possible to follow this processby recording what visitors actually do and what they actually use of the various servicesprovided, i.e. the basis for what they consider as value. This paper presents a studywhere visitors to a theme park carried GPS devices during a day’s visit, and wereinstructed to indicate positive and negative experiences by pressing buttons on thedevice. Afterwards they received a web-based questionnaire where their indicatedexperiences were depicted on a map and for which they could give a short description ofthe experience and also rate its strength. Based on a quantitative analysis of the visitors’movement patterns and a qualitative analysis of how they described their experiences,four segments of visitors were identified. An aspect often neglected in these kind ofstudies is the fact that tourism most often is a social event, i.e., people travel together.This means that the same visitor pattern may evoke different meanings and may beevaluated differently. The results from this study indicate that it is precisely so, theoverall evaluations of the visit were dependent on a combination of the mobility patternsand background factors such as gender and age.