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People do not buy products, or even services; they purchase the total experience that the product or service provides. Experience management is seen as the way to remain competitive in markets where globalisation and technology have turned products and services into commodities. This book draws together academic and practitioner insights into the consumer experience by combining the perspectives of the tourist consumer with that of experience managers, supported by examples from tourism, leisure, hospitality, sport and event contexts. With contributions from established and emerging international scholars, it is organised into three sections: understanding experiences, researching experiences and managing experiences. It aims to provide students, researchers and managers with a stimulating overview of the current research and managerial issues in the field and as well as a resource to guide their further reading.
A comprehensive exploration of the tourist experience, this book breaks new ground in conceptualising the topic. It proposes new and thoughtful research agendas and, through insightful case studies, reveals responses to the challenges of managing the tourist experience in a variety of contexts. An inspiring and essential read for those seeking a contemporary perspective on the subject.
Michael Morgan is Senior Lecturer at Bournemouth University and leader of the MA European Tourism Management programme delivered by a consortium of European universities. He has written and contributed to several books on Leisure and Tourism Marketing, including the latest edition (2009) of Marketing in Travel and Tourism with Victor Middleton and Alan Fyall. His current research activities into the experience of tourism have included the editing of special editions of the International Journal of Tourism Research and the Journal of Foodservice.
Peter Lugosi is Senior Lecturer at Bournemouth University. He has researched and published on a wide range of subjects including research ethics, hospitable spaces, consumer participation, hospitality and urban regeneration, entrepreneurship and organisational culture. His work appears in a number of journals including Qualitative Inquiry, Space and Culture, The Service Industries Journal and Urban Studies.
J. R. Brent Ritchie holds the Professorship in Tourism Management at the Haskayne School of Business, University of Calgary, and serves as Chair of the University of Calgary's World Tourism Education & Research Centre.
Introduction - Michael Morgan, Peter Lugosi, and J.R. Brent Ritchie
Section 1: Understanding the Consumer Experience in Tourism and Leisure: Concepts and Issues
1 The Dimensions of the Tourist Experience - Sarah Quinlan Cutler and Barbara Carmichael
2 Searching for Escape, Authenticity and Identity: Experiences of ‘Lifestyle Travellers’ - Scott Cohen
3 The Shaping of Tourist Experience: The Importance of Stories and Themes - Gianna Moscardo
4 The Role and Meaning of Place in Cultural Festival Visitor Experiences - Kelley McClinchey and Barbara Carmichael
Section 2: Researching the Experience
5 Research Processes for Evaluating Quality Experiences: Reflections from the “Experiences” Field(s) - Gayle Jennings
6 Researching Visual Culture: Approaches for the Understanding of Tourism and Leisure Experiences - Ian Gilhespy and David Harris
7 “Been There, Done That”: Embracing our Post-trip Experiential Recollections Through the Social Construction and Subjective Consumption of Personal Narratives - Richard Wright
8 Capturing Sensory Experiences Through Semi-Structured Elicitation Questions - Ulrike Gretzel and Daniel R. Fesenmaier
Section 3: Managing the Experience
9 Delivering Quality Experiences For Sustainable Tourism Development: Harnessing A Sense Of Place In Monmouthshire - Claire Haven-Tang and Eleri Jones
10 Theatre in Restaurants: Constructing the Experience - Darryl Gibbs and Caroline Ritchie
11 Tourism Memorabilia and the Tourism Experience - Nicole Ferdinand and Nigel L. Williams
12 The Experience Economy Ten Years on: Where Next for Experience Management? - Michael Morgan