1st Edition

The Routledge Handbook of Tourism Experience Management and Marketing

Edited By Saurabh Kumar Dixit Copyright 2020
    652 Pages 51 B/W Illustrations
    by Routledge

    652 Pages 51 B/W Illustrations
    by Routledge

    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.


    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



    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