Keywords

experience, review, definition, components, scales

Abstract

Considered as a more competitive advantage than price, product, or quality, the concept of experience has received increasing attention in different disciplines. However, the pathway for handling experience has not been clearly set forth due to divergent conceptualizations and insufficient measures of customer experience. This study critically analyzes empirical and conceptual literature on experience, provides a holistic definition of experience, proposes an experience model with four main components (emotional, cognitive, sensorial, and conative), and suggests using a combination of several measures to capture the totality of tourism experience at pre-visit, onsite, and post-visit stages. These suggestions provide important implications for researchers and practitioners by offering new ways to explore customer interaction with tourist products, detect affective and sensory components leading to important consumption outcomes, investigate individual impacts of anticipation, onsite experience, and recall, as well as analyze effectiveness of destination marketing practices.

Publication Date

7-1-2020

Original Citation

Godovykh, M., & Tasci, A.D.A. (2020). Customer experience in tourism: A review of definitions, components, and measurements. Tourism Management Perspectives, 35, 1-10. https://doi.org/10.1016/j.tmp.2020.100694

Document Type

Paper

Source Title

Tourism Management Perspectives

Volume

35

Publication Version

Pre-print

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management


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