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Purpose – This chapter provides a critical review of the emerging field of consumer experience and experiential marketing.Design/methodology/approach – We review definitions, perspectives, and key research areas on the topics of consumer experience, product and service experiences, off-line and online experiences, as well as consumption and brand experiences. We report empirical findings, seminal studies, and insight into the experience process (e.g., how consumers process experiential attributes, how they process experiences over time, and whether positive and negative experiences can co-occur). We present research on experiential dimensions, experiential themes, and the nature of extraordinary experiences.Value/originality – The chapter provides value by discussing the key measurement and marketing management issues of experiential marketing and discusses the original issue whether it is rational for consumers to include experiences in their decision making.

This chapter examines the significance of multisensory experiences in the branding of the Swedish tourist destinations. Firstly, it provides a critical review of the relevant literature in the field of nation branding. It discusses about the tourism branding strategies that are intended to attract more visitors to Stockholm and in other areas in Sweden. Secondly, this contribution suggests that the destination marketers are engaging with tourists and are providing them with multisensory experiences to drive their emotional resonance for the Swedish destinations. Thirdly, it analyses how the ‘Swedishness’ could be expressed through the destinations’ attractions and from creative marketing campaigns. In conclusion the author provides four case studies on ‘The Swedish Number Campaign’, ‘ICEHOTEL’, ‘The ABBA Museum’ and ‘IKEA Museum’ to better explain how the Swedish destinations are providing the mentioned multisensory experiences to tourists.