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Experiential Marketing of an Underground Tourist Attraction

Brian Garrod Orcid Logo, David Dowell

Tourism and Hospitality, Volume: 1, Issue: 1, Pages: 1 - 19

Swansea University Author: Brian Garrod Orcid Logo

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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...

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Published in: Tourism and Hospitality
ISSN: 2673-5768
Published: Switzerland MDPI AG 2020
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URI: https://cronfa.swan.ac.uk/Record/cronfa54910
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first_indexed 2020-08-09T12:50:42Z
last_indexed 2020-09-18T03:17:24Z
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spelling 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
author_id_str_mv 4f81981d78ed3082b232463da24d1bb9
author_id_fullname_str_mv 4f81981d78ed3082b232463da24d1bb9_***_Brian Garrod
author Brian Garrod
author2 Brian Garrod
David Dowell
format Journal article
container_title Tourism and Hospitality
container_volume 1
container_issue 1
container_start_page 1
publishDate 2020
institution Swansea University
issn 2673-5768
doi_str_mv 10.3390/tourhosp1010001
publisher MDPI AG
college_str Faculty of Humanities and Social Sciences
hierarchytype
hierarchy_top_id facultyofhumanitiesandsocialsciences
hierarchy_top_title Faculty of Humanities and Social Sciences
hierarchy_parent_id facultyofhumanitiesandsocialsciences
hierarchy_parent_title Faculty of Humanities and Social Sciences
department_str School of Management - Business Management{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Management - Business Management
document_store_str 1
active_str 0
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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score 11.037581

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