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Publication date: 8 August 2022

Maksim Godovykh

The most commonly described components of customer experience include cognitive and affective aspects. However, the subjective self-reported methods traditionally applied in…

Abstract

The most commonly described components of customer experience include cognitive and affective aspects. However, the subjective self-reported methods traditionally applied in tourism research cannot fully represent the instant, dynamic, and affective nature of customer experience. Therefore, there is a need for moment-based approaches and longitudinal methods in tourism research. The chapter provides a selective review of measures that can be used to assess the affective aspects of customer experience. Taking into account the advantages and limitations of each method, the integration of self-reported scales, moment-based psychophysiological techniques, and longitudinal methods should be considered as the best approach to measuring affective components of customer experience in tourism. This holistic interdisciplinary approach will help researchers and tourism practitioners understand the relationship between affective and cognitive components of tourists' pre-visit, onsite, and post-visit experience, as well as evaluate the effectiveness of marketing campaigns, identify weak points of tourists' customer journey, and maximize total travel experience.

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Contemporary Approaches Studying Customer Experience in Tourism Research
Type: Book
ISBN: 978-1-80117-632-3

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Book part
Publication date: 8 August 2022

Abstract

Details

Contemporary Approaches Studying Customer Experience in Tourism Research
Type: Book
ISBN: 978-1-80117-632-3

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