Exploring Visitor Experience at a Mountain Attraction: The Nordkette Mountain in Tirol, Austria
Alpine tourism, grounded theory, mountain attraction, participant observation, visitor experience
The study explores visitor experience while visiting a mountain attraction in the Alpine region of Tirol, Austria, through participant observations, informal conversations, and photography. A grounded theory approach was adopted to uncover the meaning of visitors' overall experience and deduct a possible theory that may contribute to a better understanding of visitor experiences at mountain attractions. The data collected from 600 subjects at the attraction's four stopovers concluded that the visiting experience was a process that involved a blend of events composed of material and human elements. Guest experiences were also practiced on a passive–active continuum, where some of the experiential consumption activities were focused beyond the mountain itself, primarily viewing the landscape and photography. The study affirms the importance of participant observation as a methodological tool to study visitors at a tourist attraction, discusses implications for management, and offers recommendations for enhancing the overall guest experience.
Number of Pages
Journal of Vacation Marketing
Rosen College of Hospitality Management
Milman, Ady and Zehrer, Anita, "Exploring Visitor Experience at a Mountain Attraction: The Nordkette Mountain in Tirol, Austria" (2018). Faculty Scholarship and Creative Works. 722.