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In marketing literature, notions of experience and consumer value have continuously been revisited since early works in the 1980s. This chapter deals with how tourism services are a paradigmatic realm for the analysis and application of the experiential approach by (a) providing evidence of the idiosyncrasy of the experiential approach for tourism services based on their high subjectivity, the relevance of emotions and sensations, their aggregated nature and the many interactions and contexts they provoke, and (b) reviewing previous works applying the experiential perspective to tourism, which are varied and multifaceted. Dimensions of tourism experiential value correspond to cognitive, affective, relational and sensorial aspects, which are present in the various phases of the tourism consumption process. Insights for both researchers and practitioners interested in the world of experiences in tourism are offered, as well as future lines of research to continue the challenge of studying tourism experiences.

This study aims to explore the evolution of the culture agapic (personal) gift-giving with the advent of new online gifting platforms that provide the opportunity to gift tourism experiences. This study investigates this well-established cultural behavior in view of this new form of social exchange.

Focus group interviews with two key target markets – mothers and couples/singles – were conducted (N = 39). Interview questions focused on understanding gifting using online platforms, sharing the experience and the role of various parties in the exchange.

This study reveals that experiential tourism gifts differ from physical gifts because they offer novelty and symbolic value, heighten positive emotions and have the potential to create lifelong memories for recipients. However, giving an experiential gift can also be a risky option because of the uncertainty of getting the gift–recipient identity match correct, particularly for adventure tourism gifts. The identity of the gift-giver is also considered in gift selection as the experience selected is a reflection of self.

It is recommended that online experiential gifting platforms pay attention to both the identity of the gift-giver and gift-recipient. Sharing the experience through social media posts can reinforce both parties’ social identity, create a positive social exchange and may motivate repeat purchase.

To the best of the authors’ knowledge, this is the first study to uncover the motivational factors of online tourism experiential gifting as part of the culture of gift-giving and the parties in this exchange. The findings advance theoretical understanding of this new form of social exchange.

Tourism development can reduce the economic disadvantages of indigenous tribes; however, it is also reproached for the destruction of local culture. The challenge for tourism and culture is to reach those diverse audiences through a multicultural marketing perspective for managers to make decisions. Therefore, learning the activity preferences of tourism experiences and creating the value of indigenous tourism by strategies are essential indicators of this research.

The knowledge lacks cultural understanding and the acceptance of prices concerned with indigenous tourism. This research introduces the value of cultural experience into indigenous tourism experiences and establishes a link between the attributes of tourists' preferences and tourism. The data mining methods are used to analyze relevant indigenous tribal data on the cultural experience.

By providing a different quality of service for various tourists, it is expected to improve the sustainable tourism of the tribe through the experiential value of different attributes and strategies of push–pull factors.

The experiential activities are based on second-hand data collected from Taitung's indigenous tourism activities, and sample data are the domestic tourism experiences of tourists over the past year. Through empirical analyses, the attributes of tourists' preferences can create the value of the cultural experience for indigenous tourism.

This research explores how indigenous cultural experience can be communicated via learning the value of cultural experience to formulate effective strategies.

This study acclaims the social entrepreneurship based on cow rearing experiential tourism in Himachal Pradesh. This study aims to illustrate the role of indigenous cows in the Indian society, especially in the Northern Mountain regions by taking Kangra district of Himachal Pradesh as an exemplar. This study highlights the relevance of experiential tourism that elucidates on the basis of cow tourism pertaining to health, mental and spiritual rejuvenation. Lastly, the paper is an attempt to integrate social entrepreneurship and cow tourism highlighting the relevance of experiential economy in empowering the local community.

The case study elucidates on the whence of Swadeshi Kamdhenu Gaushala (SKG), an initiative of Mr Rishi Dogra and Mr Rajesh Dogra, their immaculate micro-management and its benefits to the local community. It highlights how SKG is uplifting the socio-economic standards of the local villagers and providing a distinctive learning experience of indigenous knowledge to visitors. This study is qualitative in nature that uses narrative analysis of secondary data to recognise the importance of indigenous Indian cows, and case study analysis of interviews of SKG proprietors to understand the micro-management, production of organic products and community engagement in their social entrepreneurship.

The SKG is not only helping the local community in their livelihood but also creating value and positioning to the place on the tourist map. This study sheds some light on the importance of cow products in sectors such as agriculture, green energy and for human health and nutrition. The study also crystallizes the challenges faced by the cow rearers, at last the paper sorted out the benefits of cow tourism and how it can result in community empowerment and development.

The case study on SKG helps us in understanding the importance of social entrepreneurs in community empowerment and also the intervention of tourism in the sector that can bring new and different vertical to the tourism industry with experiential learning of the tourist, which results in knowledge sharing about the benefits of Indian cows and helps in creating and placing such destinations on tourist maps. This study attempts towards contributing to the existing knowledge, highlighting the benefits of social entrepreneurship and cow tourism for the society in general and local community in particular.

Experiential marketing is arguably marketing's most contemporary orientation, but as with many marketing innovations it has been largely overlooked by those involved in tourism and hospitality marketing and promotion. Whilst in many industries companies have moved away from traditional features and benefits approaches, to putting experiential marketing centre‐stage, marketing in the tourism and hospitality sectors does not appear to have explicitly engaged the theoretical issues involved. This raises the question what, if anything, does experiential marketing have to offer marketers in the disciplines of tourism and hospitality? In this paper, I will seek to introduce the experiential marketing debate and demonstrate how the questions raised by the concept are critical to an understanding of marketing theory and research within the tourism and hospitality sectors.

Following the authors previous publications which sought to investigate alternative paradigms for studying hospitality consumers, this research attempts to consider the practical applications of one such model.

The tourism and hospitality sectors cannot be seen to be immune to fundamental changes in the orientation of marketing. Innovative experience design will become an increasingly important component of tourism and hospitality firms core capabilities. Those who go beyond service excellence, and market experientially will lead the creation of value in the sector.

Provides a framework as to how organisations might usefully implement an experiential marketing strategy.

This chapter outlines an augmented reality project developed as part of a master’s course on eTourism within a curriculum. It discusses opportunities to foster community engagement with local tourism actors and experiential learning for international students. It also contributes to the literature on experiential education in this field. Moreover, the chapter discusses cross-cultural learning implications as international students were asked to study a local destination. Results show how the introduction of a practical project into the tourism curriculum proved to provide better learning of the application of eTourism, and a powerful pedagogical approach to raise global citizenship awareness.

This chapter presents an innovative learning opportunity for tourism students, International Tourism and Hospitality Academy at Sea, that has been in operation for the last 10 years. The program could render itself as a case study of Kolb’s experiential learning theory according to which knowledge is created by transforming experience. Its uniqueness and complexity lie in its diversity. This program has involved between 80 and 130 tourism students yearly from four to six institutions from different countries participating in new scholarly inputs by non-resident professors and instructors.

The purpose of this paper is to test the value of experientiality as a determining factor for destination loyalty (LOYD) in the context of culinary tourism. The present research sees in memorability (MEM), Quality of Life (QoL) and place attachment (PA) experiential variables driving future loyal intentions to revisit a certain place.

The causal relationships between the concepts have been analysed using structural equation modelling and the partial least squares technique.

Results achieved confirmed that new concepts should be considered in order to reach a better understanding of the current experiential phenomenon and to provide destinations and practitioners with new strategies in line with the requirements of the sector and the modern consumers’ expectations.

Due to the application of a convenience sample, results should be understood within the context of this case study.

The conclusion of this research highlights the importance of delivering food-based experiences to travellers with the aim of generating a positive impact in individuals’ lives, beyond the holiday time. This can result in QoL and PA which are strong antecedent of future loyal intentions towards a destination.

This work represent one the first attempts to measure the experiential value of food-based experiences lived on holidays and its effect on marketing results. This research outlines useful strategies for enhancing the competitiveness of destinations in the new experiential scenario.

This paper aims to investigate participants’ motivations and perceptions of a field trip. Specifically, this paper examines if and how students’ perceptions change with time and it explores the main factors for ensuring success in an experiential learning tourism program.

The study gathered and compared data collected in two points in time – immediately at the end of the experience and two months afterward. T-tests for paired samples were used to examine potential differences in perceptions and principal component analysis was used to identify the key factors determining the success of the experience.

The findings indicate that there are various motivations behind participation and that time barely affects perceptions of the experience. Furthermore, three factors emerged as important for meeting expectations, namely, social and professional connections, learning and traditional yet engaging teaching.

While the outcomes are useful, they need to be thoughtfully applied because of the small data set. It is important to repeat similar investigations to allow more certainty in the propositions formulated. Furthermore, future studies should evaluate a broader variety of outcomes to determine whether perceptions remain constant. The implications are that educators and destination managers can easily apply these conclusions for the benefit and the findings can inform other field trips and broader experiential initiatives.

Despite research on learning outcomes and perceptions of experiential learning having expanded considerably, a fundamental question that remains unanswered is how perceptions of such experiences change and, consequently, when the most appropriate time is to assess participant perceptions.

研学旅游与体验式学习：学生对田野实践的认知

摘要

本文的研究目的是为了探讨学生对于研学旅游中田野实践的参与动机和观念。特别地, 本文检验了学生的观念是否以及如何随时间变化, 并探讨了影响体验式研学旅行项目成功实施的关键因素。

该研究在两个时间点收集数据, 一是在完成体验式学习之后立即进行数据收集, 二是在两个月后再次进行数据收集。研究主要采用配对样本T检验来检验认知的潜在差异, 采用主成分分析法来识别影响该体验能否成功的关键因素。

研究结果表明, 参加体验式研学旅行的人们有着不同的动机, 时间基本不影响参与者对研学体验的认知。此外, 三个因素显得十分重要：社交和专业联系、学习、传统的参与式教学。

尽管本研究的结果有重要的实践价值, 但由于样本量相对较小, 需要谨慎应用此研究结果。本研究认为, 有必要在未来的研究中进行类似的重复研究, 以确保所得出的结论具有稳健性。此外, 未来的研究应当考虑更多的结果, 从而判断参与者的认知是否稳定。本文的研究意义有三：教育工作者以及旅游目的地经理人可以轻松应用这些结论来盈利, 可以启发其他类型的田野实践, 启发更一般的体验式学习项目。

近来, 虽然关于体验式学习成效、体验式学习认知的研究迅速增加, 但一个尚未被解答的根本性问题是：体验式学习的认知是如何变化的, 因此, 在哪个时间点去评估参与者的认知是最合适的？

Turismo educativo y aprendizaje experimental: percepciones de los estudiantes sobre las excursiones

El propósito de este estudio es investigar las motivaciones y percepciones de un viaje de campo. Específicamente, en este articulo se examina si las percepciones de los estudiantes cambian con el tiempo y se determinan los principales factores para asegurar el éxito de un programa de aprendizaje experimental de turismo.

El estudio reunió y comparó datos recopilados en dos puntos en el tiempo – directamente después de la experiencia y dos meses después. Se aplico la prueba “t” para muestras emparejadas para examinar las posibles diferencias en las percepciones y se utilizó el análisis de componentes principales para identificar los factores clave que determinan el éxito de la experiencia.

los resultados indican que hay varias motivaciones detrás de la participación y que el tiempo prácticamente no afecta las percepciones de la experiencia. Además, tres factores surgieron como fundamentales para cumplir con las expectativas de los estudiantes: conexiones sociales y profesionales, aprendizaje y enseñanza tradicional pero dinámica.

Si bien los resultados son útiles, deben aplicarse cuidadosamente debido al pequeño conjunto de datos. Es importante repetir investigaciones similares para permitir mayor certeza en las proposiciones formuladas. Además, los estudios futuros deberían evaluar una variedad más amplia de resultados para determinar si las percepciones permanecen constantes. Las implicaciones son que los educadores y los gerentes de destino pueden aplicar fácilmente estas conclusiones para beneficio y los hallazgos pueden informar otras excursiones e iniciativas experimentales más amplias.

Si bien la investigación sobre percepciones del aprendizaje experimental se ha ampliado considerablemente, una pregunta fundamental que queda sin respuesta es cómo cambian las percepciones de tales experiencias y, en consecuencia, cuándo es el momento más apropiado para evaluar las percepciones de los participantes.