Marketing of Tourism Experiences

This book provides a review of the current theory and practice of experiential tourism and how it is marketed. Many societies today are characterised by widespread individual wealth of an order previously confined to the elite with the consequence that ownership of ‘ordinary’ physical goods is no longer a distinguishing factor. Instead people are now seeking the ‘extraordinary’ with examples being bodies enhanced through surgery, personal fitness trainers, and, in the case of leisure and tourism, seeking unique and unusual places to visit and activities to undertake. This trend manifests in the increasing consumption of services and the addition of experiential elements to physical goods by businesses aware of societal changes. The trend is enhanced by rapidly changing technology and economic production methods providing new sectors of the world’s population with access to the consumption experiences that are repeatedly featured in the media. This is the experience economy, characterised by a search by consumers for fantasies, feelings, and fun. This book was based on a special issue of Journal of Hospitality Marketing & Mangement.

1. The Marketing of Hospitality and Leisure Experiences Noel Scott, Eric Laws, and Philipp Boksberger 2. Conceptualizing Experience: A Tourist Based Approach Serena Volo 3. Urban Tourism Precincts and the Experience of Place Tony Griffin and Bruce Hayllar 4. Reading the Landscape: The Development of a Typology of Literary. Trails that Incorporate an Experiential Design Perspective Nicola MacLeod, Deborah Hayes, and Alix Slater 5. The Consumption of Museum Service Experiences: Benefits and Value of Museum Experiences Jennifer Kim Lian Chan 6. Retail and Service Encounters: The Inter-Cultural Tourist Experience Katherine B. Hartman, Tracy Meyer, and Lisa L. Scribner 7. Student Travel Experiences: Memories and Dreams Michael Morgan and Feifei Xu 8. The Staging of Experiences in Wine Tourism Birgit Pikkemaat, Mike Peters, Philip Boksberger, and Manuela Secco 9. Marketing the Leisure Experience to Baby Boomers and Older Tourists Ian Patterson and Shane Pegg 10. Effect of Experience on Cognition, Affect and Satisfaction: The Case of Japanese Visitors to Macau Yi Chen, Xinran Y. Lehto, and Soojin Choi 11. Quality Tourism Experiences: Reviews, Reflections, Research Agendas Gayle Jennings, Young-Sook Lee, Amanda Ayling, Brooke Lunny, Carl Cater, and Claudia Ollenburg 12. Agenda for Co-Creation Tourism Experience Research Esther Binkhorst and Teun Den Dekker

Noel Scott is a senior lecturer in the School of Tourism and Leisure Management, The University of Queensland. Eric Laws is an adjunct professor at James Cook University, Cairns, Queensland, Australia. Philipp Boksberger is Director of the Institute for Tourism and Leisure Research at the University of Applied Science HTW Chur, Switzerland.