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Experiential Marketing of an Underground Tourist Attraction
Tourism and Hospitality, Volume: 1, Issue: 1, Pages: 1 - 19
Swansea University Author:
Brian Garrod
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DOI (Published version): 10.3390/tourhosp1010001
Abstract
The theory of the ‘experience economy’ contends that consumers no longer achieve satisfaction from consuming products but from the experiences they receive while doing so. Producers should therefore actively manage the four experience ‘realms’ of their product offerings—entertainment, education, aes...
Published in: | Tourism and Hospitality |
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ISSN: | 2673-5768 |
Published: |
Switzerland
MDPI AG
2020
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URI: | https://cronfa.swan.ac.uk/Record/cronfa54910 |
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2020-09-17T14:27:24.9767072 v2 54910 2020-08-09 Experiential Marketing of an Underground Tourist Attraction 4f81981d78ed3082b232463da24d1bb9 0000-0002-5468-6816 Brian Garrod Brian Garrod true false 2020-08-09 BBU The theory of the ‘experience economy’ contends that consumers no longer achieve satisfaction from consuming products but from the experiences they receive while doing so. Producers should therefore actively manage the four experience ‘realms’ of their product offerings—entertainment, education, aesthetics and escapism—to provide optimal experiences for their customers. In the case of tourist attractions, however, there is insufficient direct empirical evidence to substantiate this recommendation. This study therefore sets out to test the notion of the experience economy in the context of a tourist attraction—in this case, an underground visitor experience in Wales, UK—using partial least squares structural equation modelling. Alternative models are estimated based on three different mediating variables—arousal, memory and satisfaction—with revisit intention as the dependent variable. The analysis finds that none of the four experience realms are significant predictors of revisit intention in all three of the models, even though all three mediating variables are significant predictors of revisit intention. The results therefore suggest that optimal customer experiences do not necessarily need to be built equally upon all four experiences realms. Rather, a customised approach is required to optimise the customer experience for specific products consumed in particular contexts. Journal Article Tourism and Hospitality 1 1 1 19 MDPI AG Switzerland 2673-5768 experience economy; visitor attraction; arousal; memory; satisfaction; revisit intention 9 8 2020 2020-08-09 10.3390/tourhosp1010001 COLLEGE NANME Business COLLEGE CODE BBU Swansea University MDPI (the publisher) 2020-09-17T14:27:24.9767072 2020-08-09T13:45:22.2345554 Faculty of Humanities and Social Sciences School of Management - Business Management Brian Garrod 0000-0002-5468-6816 1 David Dowell 2 54910__18190__e4869d66cdc94937bb7b89a5bafff90a.pdf 54910.pdf 2020-09-17T14:25:57.6818255 Output 793483 application/pdf Version of Record true Released under the terms of a Creative Commons Attribution License (CC-BY). true English http://creativecommons.org/licenses/by/4.0/ |
title |
Experiential Marketing of an Underground Tourist Attraction |
spellingShingle |
Experiential Marketing of an Underground Tourist Attraction Brian Garrod |
title_short |
Experiential Marketing of an Underground Tourist Attraction |
title_full |
Experiential Marketing of an Underground Tourist Attraction |
title_fullStr |
Experiential Marketing of an Underground Tourist Attraction |
title_full_unstemmed |
Experiential Marketing of an Underground Tourist Attraction |
title_sort |
Experiential Marketing of an Underground Tourist Attraction |
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4f81981d78ed3082b232463da24d1bb9 |
author_id_fullname_str_mv |
4f81981d78ed3082b232463da24d1bb9_***_Brian Garrod |
author |
Brian Garrod |
author2 |
Brian Garrod David Dowell |
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Journal article |
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Tourism and Hospitality |
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1 |
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2020 |
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Swansea University |
issn |
2673-5768 |
doi_str_mv |
10.3390/tourhosp1010001 |
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MDPI AG |
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Faculty of Humanities and Social Sciences |
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Faculty of Humanities and Social Sciences |
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School of Management - Business Management{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Management - Business Management |
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description |
The theory of the ‘experience economy’ contends that consumers no longer achieve satisfaction from consuming products but from the experiences they receive while doing so. Producers should therefore actively manage the four experience ‘realms’ of their product offerings—entertainment, education, aesthetics and escapism—to provide optimal experiences for their customers. In the case of tourist attractions, however, there is insufficient direct empirical evidence to substantiate this recommendation. This study therefore sets out to test the notion of the experience economy in the context of a tourist attraction—in this case, an underground visitor experience in Wales, UK—using partial least squares structural equation modelling. Alternative models are estimated based on three different mediating variables—arousal, memory and satisfaction—with revisit intention as the dependent variable. The analysis finds that none of the four experience realms are significant predictors of revisit intention in all three of the models, even though all three mediating variables are significant predictors of revisit intention. The results therefore suggest that optimal customer experiences do not necessarily need to be built equally upon all four experiences realms. Rather, a customised approach is required to optimise the customer experience for specific products consumed in particular contexts. |
published_date |
2020-08-09T04:08:45Z |
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1763753617221746688 |
score |
11.021648 |