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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 research examines the effect of people interaction on value creation of tourist experiences by reconstructing a scale of value perception. It gathers a set of on-site survey data collected from tourists visiting Norwegian Arctic destinations that contain 579 useful questionnaires. A 19-item value measurement is first validated by confirmatory factor analyses (CFA) that results in a 13-item, five-factor parsimonious model. The CFA results also suggest a high-order factor solution; it finds two convergent factors explicated by five value domains. The derived high-order factors are labeled as tangible value and intangible value. Further analyses show significant relationships between experience values and people interaction. That is the intangible domain of value could create significant mediating effect on people interaction. Specifically, novelty and social values tend to moderate tourist experience. The conclusion furnishes implications in theory advancement and service innovation along with suggestions for research study.

The tourist experience has matured in its body of literature, but researchers still debate the best way to measure and define the concept. The purpose of this paper is to analyze and compare memorable and on-site tourist experiences from theoretical, empirical, and methodological perspectives. A review of the literature is used to identify and describe the next evolutionary research step which is the quality-of-life (QOL) aspect of tourism experiences. It is argued that the evolving focus on QOL attributes is fueled by the theories and concepts of service-dominant logic. The paper argues that value (co)created on all sides of the equation (e.g., customer or company) must be considered when carrying out research. The paper also finds that different value outcomes for the individual customer occur in both on-site and memorable experience contexts. The findings contest an earlier theoretical argument, suggesting that memorable tourist experiences provide more value than on-site tourist experience.

To be successful in today's experience economy, hospitality and tourism firms need to be attentive to detail and have the right information to manage a variety of aspects related to their businesses and their performance, not least when it comes to experiences. The old-fashioned way of producing offerings based on the management's and organization's knowledge and traditional way of operating may not suffice in the future. The attention must instead be centered on the actual source of data – the customer – as they are the ones assessing the value of the offering, and they are the ones, hopefully, willing to pay for the experiences.

At the same time hospitality and tourism managers get inadequate information and support from the data available in their management systems to help them in their efforts to create memorable experiences for their customers. The objective here is, by using theoretical frameworks and concepts like the resourced-based view (RBV) and customer experiential knowledge management (CEKM), among others, to analyze and develop the EA-approach from a strategical perspective to enhance the possibilities to create and maintain competitive advantages for the hospitality and tourism firms, foremost the SMEs (small and medium-sized enterprises).

The identified solution will therefore be the implementation and use of customer-centred management systems where the focus should be aiding the process of creating experiences, increase customer value and by this strengthen the businesses' competitive advantage. This could be of particular interest postCOVID when the industry will do everything it can to bounce back at full strength.

This study examined the factors influencing willingness-to-repurchase for each class of airline service, and integrate the constructs of service quality, satisfaction and willingness-to-repurchase which were rooted on Engel-Kollat-Blackwell (EKB) model. The study focuses on the domestic and international arrival of passengers at Murtala Muhammed International Airport in Lagos and Nnamdi Azikwe International Airport in Abuja. Information was gathered from domestic and foreign passengers who had post-purchase experience and had used the airline's services more than once. The survey data were obtained concurrently from arrival passengers at two major international airports using an electronic questionnaire through random and purposive sampling techniques. The data was analysed using the ordinal logit model and structural equation model. From the 606 respondents, 524 responses were received but 489 responses were valid for data analysis and reporting and were obtained mostly from economy and business class passengers. The study found that the quality of seat pitch, allowance of 30 kg luggage permission, availability of online check-in 24 hours before the departing flight, quality of space for legroom between seats, and the quality of seats that can be converted into a fully flatbed are the major service factors influencing willingness-to-repurchase economy and business class tickets. Also, it was found that passengers' willingness to repurchase is influenced majorly by service quality, but not necessarily influenced by satisfaction. These results reflect the passengers' consciousness of COVID-19 because the study was conducted during the heat of COVID-19 pandemic. Recommendations were suggested for airline management based on each class.

The customer experience (CX) in the field of tourism and hospitality has captured new heights. The study aims to understand how CX has been studied in the tourism and hospitality field history using bibliometric analysis. A total of 188 research articles in the Web of Science (WoS) database were selected for bibliometric analysis using VOSviewer from 2008 to 2021. The citation analysis highlighted the most influential journals published in CX within the tourism and hospitality field. Bibliographic coupling along with content analysis helps to categorize intellectual structure in six clusters: (1) Customer experience in the physical environment, (2) Technology-oriented customer experience, (3) Customer experience as driver of well-being, (4) Emotional value in the consumption experience, (5) Behavioral intentions-oriented customer experience, and (6) Total customer experience. Even though bibliometric analysis has gained attraction in business research and growing trends of the experience economy, CX within the tourism and hospitality field was not yet explored comprehensively. The current study was an effort to fill this gap by examining how customer experience in the tourism and hospitality context has been evolved historically. Theoretical, social, and practical implications are presented to establish future research directions.

The competitive luxury market raises higher requirements for luxury brands to effectively involve young generations in creating and endowing meanings to products, services and experiences. Several researchers suggest that art experiences create a fertile source of co-creation practices for cultural customers as they could engage in cognitive, emotional and imaginal activities to endowing meanings to products or services. Hence, bridging art and luxury is of significance for luxury brands to create value and engage their customers. This chapter delivers the essence of value for luxury brands and their customers and focusses on how luxury brands deploy art-based initiatives as a favourable technique in which value co-creation takes place.

This research aims to explore the impact of augmented reality (AR), the digital technology that superimposes virtual elements in a real environment, on consumers in the context of experiential marketing. Specifically, this study proposes a research model based on the stimulus-organism-response model, which considers AR media characteristics as external stimuli, consumers’ value perceptions as the organisms, and purchase intentions as the responses. The research model was tested with 248 consumers using structural equation modelling. The results show that informativeness, ease of use, and telepresence have positive effects on consumers’ utilitarian value perception and that telepresence and interactivity have positive effects on hedonic value perception. Overall, this study contributes to the growing body of knowledge on AR and provides actionable insights for managers implementing digital transformation strategies and AR applications in marketing practices.

Experiential tourism has surged before the COVID-19 pandemic, and all signs are pointing out to a rapid increase postpandemic. However, it is no longer a question of whether to provide an experience or not, but rather which experience to provide. Travellers are demanding, and the forced pause in travel is fueling the concept of revenge travel but with consumers seeking unique experiences with nature as the center stage. The concept of glass igloo hotel (GIH) taps into the unique experience within a natural setting, offering guests the opportunity to reconnect with panoramic views of the natural surroundings. This research investigates consumers' willingness to pay (WTP) for such experience at a GIH. Results collected from 127 participants present hypothetical WTP which appears to be lower than actual rates published at some existing GIHs. Specific attributes sought after by guests in regards to the GIH experience were also investigated. The closeness to nature, view from the igloo, and proximity of the bathroom are particularly important. And while the igloo hotel experience offers the possibility to disconnect form the modern world, the availability of Wi-Fi was deemed important nevertheless. The research was conducted prior to the COVID-19 pandemic which may yet further influence the WTP for such an experience.