The Routledge Handbook of Tourism Experience Management and Marketing  book cover
1st Edition

The Routledge Handbook of Tourism Experience Management and Marketing

ISBN 9780367196783
Published June 4, 2020 by Routledge
652 Pages 51 B/W Illustrations

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USD $270.00

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Book Description

The Routledge Handbook of Tourism Experience Management and Marketing offers a comprehensive and thorough inquiry into both customary and emergent issues of tourism experience and co-creation. Drawing together contributions from 83 authors from 28 countries with varied backgrounds and interdisciplinary interests, the handbook highlights multiple representations and interpretations of the theme. It also integrates a selection of illustrative global case studies to effectively present its chapter contents.

Tourism experience drives the contemporary tourist’s behavior as they travel in pursuit of experiencing unique and unusual destinations and activities. Creating a memorable and enduring experience is therefore a prerequisite for the all tourism business organizations irrespective of the nature of their products or services. This handbook focuses on conceptualizing, designing, staging, managing and marketing paradigms of tourism experiences from both supply and demand perspectives. It sheds substantial light on the contemporary theories, practices and future developments in the arena of experiential tourism management and marketing.

Encompassing the latest thinking and research themes, this will be an essential reference for upper-level students, researchers, academics and industry practitioners of hospitality as well as those of tourism, gastronomy, management, marketing, consumer behavior, cultural studies, development studies and international business, encouraging dialogue across disciplinary boundaries.

Table of Contents


Saurabh Kumar Dixit

PART I Tourism experience: theories, structure and frameworks

  1. Conceptualizations of tourism experience
  2. Jon Sundbo and Saurabh Kumar Dixit

  3. A systematic review of the tourism experience research from 2009 to 2018
  4. Drita Kruja and Elvisa Drishti

  5. Key drivers of tourism experience

    Fabrizio Ferrari
  6. Typology of tourism experience
  7. Bert Smit and Frans Melissen

  8. Customer experience in tourism: an overview
  9. Girish Prayag, Samuel Spector and Jörg Finsterwalder

  10. The role and measurement of emotion in tourism experiences
  11. Girish Prayag

  12. The essence of memorable experience
  13. Mariana de Freitas Coelho and Marlusa de Sevilha Gosling

  14. Service employees and customer experience
  15. Poh Theng Loo

  16. Relationships between tourists’ emotional experiences, perceived overall image, satisfaction, and loyalty
  17. Keith Mandabach

  18. Tourism and the experience economy: a critique?
  19. Roy C. Wood

    PART II Crafting tourism experiences

  20. Understanding the experience design process
  21. Bert Smit and Frans Melissen

  22. Experiential choice in tourism
  23. Jens Friis Jensen and Jon Sundbo

  24. The service experiencescape
  25. Melissa A. Baker and Kawon Kim

  26. Exploring image, perception and motivation in tourism experience
  27. Brian Kee Mun Wong and Christy Yen Nee Ng

  28. Learning through extraordinary tourism experiences
  29. Eva Maria Jernsand and Sandhiya Goolaup

  30. Resident-driven city hospitality design and delivery
  31. Karoline Wiegerink and Jan Huizing

  32. Experiential heritage tourism designing in the United Arab Emirates
  33. Joanna Seraphim and Farooq Haq

  34. Trends in experience design: strategies for attracting millennials to wineries in Victoria, Australia
  35. Paul Strickland, Jennifer Laing, Warwick Frost and Kim M. Williams

  36. The role of themes and stories in tourism experiences
  37. Lee Jolliffe and Pairach Piboonrungroj

  38. Understanding performativity and embodied tourism experiences in animal-based tourism in the Arctic
  39. Minni Haanpää and José-Carlos García-Rosell

  40. Experiential dissonance
  41. Jon Sundbo

    PART III Marketing tourism experiences

  42. Traditional versus experiential marketing in tourism
  43. Valentina Della Corte and Giovanna Del Gaudio

  44. Marketing approach to the tourist experience
  45. Kuan-Huei Lee

  46. Experiential marketing for tourism destinations
  47. Raouf Ahmad Rather and Linda D. Hollebeek

  48. Relationship marketing: a consumer experience perspective
  49. Christy Yen Nee Ng and Brian Kee Mun Wong

  50. Interpreting relationships among Oktoberfest tourists’ experiences and perceived value, overall satisfaction and loyalty behaviors for better marketing strategy decisions
  51. Robert J. Harrington, Michael C. Ottenbacher, Burkhard von Freyberg, Alexandros Paraskevas and Laura Schmidt

  52. Delivering quality and memorable tourism experience
  53. Anestis K. Fotiadis and Anastasia Ef. Spyridou

  54. Marketing gastronomic tourism experiences
  55. Saurabh Kumar Dixit

  56. Managing brand experience and reputation in the hotel business
  57. Hanım Kader ŞanlıözÖzgen and Metin Kozak

  58. Managing service failure and recoveries
  59. Kawon Kim and Melissa A. Baker

  60. Dark tourism: negative experiences as part of modern tourism
  61. Dinesh Kumar and Punam Gupta

    PART IV Technology enabled tourism experiences

  62. Sharing economy and tourism experience
  63. Adam Pawlicz

  64. An exploration of experiential travel behavior during the traveler journey
  65. Roberta Minazzi

  66. Co-construction of the tourist experience via social networking sites
  67. Sabrina Seeler and Heike Schänzel

  68. Technologies for enhancing wine tourism experience
  69. Roberta Garibaldi and Fabiola Sfodera

  70. Pictures, colors and emotions: shaping the UK’s e-tourism experience
  71. Anke Schneider, Wilhelm Loibl and Ann Hindley

  72. Managing tourist experience through social media: evidence from South Korea
  73. Yeonjung (Alice) Kang and Tiffany S. Legendre

  74. Virtual reality, augmented reality and tourism experience
  75. Sandra Maria Correia Loureiro

    PART V Sustainable tourism experience

  76. Sustainable tourism and the visitor experience
  77. Frans Melissen and Bert Smit

  78. Rethinking sustainable tourism through identity decomposition: the stratification of the intensifying factors of the tourism experience
  79. António Sérgio Araújo de Almeida

  80. Developing rural tourism through co-creation of sustainable tourist experiences
  81. Jennifer Chan Kim Lian

  82. Towards green loyalty: driving from green experiential quality, green emotional attachment, green image, green switching experience, and green experiential satisfaction
  83. Hung-Che Wu and Guo-Wei Chen

  84. Guest and host relationship in tourism experience building: rising issue of sustainability
  85. Rashmi Ranjan Choudhury and Saurabh Kumar Dixit

    PART VI Emerging avenues of tourism experience and co-creation

  86. Co-creation of tourism experiences: a conceptual framework
  87. Mine Inanc and Metin Kozak

  88. Co-creation of tourism experience through service-dominant logic
  89. Xiang Ying Mei

  90. Place-based business models of value creation in tourism: case of the Albergo Diffuso
  91. Francesco Raggiotto, Cristiana Compagno and Michela C. Mason

  92. Chinese meaning of face in Arctic Norway: cultural co-creation for tourist experiences
  93. Yan Zhang and Young-Sook Lee

  94. The emotional labor of the co-created tourism experience
  95. Richard Ek, Anne Hardy, Mia Larson and Can-Seng Ooi

  96. Tourism experience and destination competitiveness
  97. Abijith Abraham and Saurabh Kumar Dixit

  98. Senior tourism and customer experience: links and opportunities
  99. Adela Balderas-Cejudo and George W. Leeson

  100. Crisis management and tourism experiences
  101. Adiyukh Berbekova and Melissa A. Baker

  102. Conclusion: some reflections on experiential tourism management and marketing

Saurabh Kumar Dixit


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Saurabh Kumar Dixit, PhD is an Associate Professor and Head of the Department of Tourism and Hotel Management, North-Eastern Hill University, Shillong (Meghalaya), India. He holds a Bachelor’s degree in Hotel Management and Catering Technology, a Master’s degree in Tourism Management, and a Doctorate (PhD) in Hotel Management. His research interests include Consumer Behavior, Gastronomic Tourism, Service Marketing, Experience Management, and Marketing in hospitality and tourism contexts. He has worked more than 20 years in a number of Indian universities and educational institutes and successfully completed different research projects relating to hospitality and tourism management. He has 11 books to his credit including The Routledge Handbook of Consumer Behavior in Hospitality and Tourism and The Routledge Handbook of Gastronomic Tourism. He can be contacted at [email protected]


“Filled with thoughtful pieces penned by writers from around the world, this handbook covers a variety of topics focusing on theoretical as well as practical facets of tourism experience management and marketing. The topics covered range from traditional frameworks for designing, delivering and managing tourism experiences to more current and emerging topics such as co-creating tourism experiences with customers and using technological advances to enhance and promote tourism experiences. This volume is a valuable resource for tourism researchers and practitioners.”
A. Parasuraman, Professor of Marketing and Holder of the James W. McLamore Chair, University of Miami, USA

The Routledge Handbook of Tourism Experience Management and Marketing represents an unparalleled collection of thoughtful contributions to the advancement of experience thinking. It will prove an invaluable resource not only within the tourism industry, but for any experience-focused professional, as many of the models, metrics, design considerations, and technology twists put forth provide insights applicable to any experience-minded business. Indeed, in the Experience Economy – where time is the currency of consumption – all customers are tourists; and this volume helps set the agenda as enterprises compete to offer compelling places to spend their time.”
B. Joseph Pine II & James H. Gilmore, co-authors of The Experience Economy: Competing for Time, Attention, and Money

“The Routledge Handbook of Tourism Experience Management and Marketing provides comprehensive coverage of recent experience research and thinking. The handbook provides 52 chapters from authors from around the world. Sections of the handbook that are of topical interest include designing experiences, technology-enabled experiences, and sustainable tourism experiences. The chapters cover experience in diverse contexts such as hospitality, attractions, gastronomy, travel, and accommodation. Theoretical, methodological and empirical chapters include international case studies. This edited book is a timely collection providing the state of the art of management and marketing of tourism experiences.”
Noel Scott, Professor of Tourism Management, Sustainability Research Centre, University of the Sunshine Coast, Australia