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This chapter conceptualizes a framework that can be applied to examine the service experiences of business tourists at luxury hotels. A synthesized literature review results in the identification of three service constructs − surprise, recovery, and sweetness − that constitute the service experiences. In the development of five propositions and in views of emotional appreciation and reciprocity, the chapter posits that emotional value from these three constructs of service experiences can enhance business tourists’ attitude of gratitude and consequently their willingness to pay a price premium. The proposed conceptual framework extends the three service constructs to, and integrates them with, a value–attitude–behavior model.

This chapter provides the results of the motivations and the profile of the creative tourist. Results originate from the major studies done worldwide, concerned with the different types of activities. This analysis is essential to design new products based on Creative Tourism and sustainability. Also, because at an international level, including South Europe, the profile of the creative tourist has not been characterised, especially the one that visits medium-sized cities and rural areas. This chapter intends to answer the following questions: Who is the participant in Creative Tourism activities? Is he/she mainly domestic or an international tourist? Why does this type of tourist participate in these creative experiences? What type of information sources do these tourists use to find the experiences in which he/she participates? This chapter uses primary and secondary data. The secondary data follow a content analysis approach of activities offered by Airbnb Experiences Platform. Regarding the primary data, 595 questionnaires applied in 45 creative experiences in the Northern region of mainland Portugal were analysed. The creative experiences were divided into seven categories: ‘creative festivals’, ‘nature and creativity’, ‘photography workshop’, ‘gastronomy experience’, ‘industrial experience’, ‘technology and creativity’ and ‘art and crafts’. The methods used were quantitative in nature. The questionnaire used consisted of 31 closed questions aimed at the profile and the motivations of the creative experience participants. Descriptive statistical analysis was used. The main results showed that participants in the seven categories of Creative Tourism experiences have relatively large differences in terms of demographic and socio-economic characteristics. These differences were also evident in their motivations for participating in Creative Tourism experiences.

Significant heritage buildings in Europe, and most especially cathedrals and churches in Western Europe, are sites of considerable international tourism appeal. A developing analytical approach termed the orchestra model of experience was used to structure the collection of empirical data about Chinese tourists’ reactions to major cathedral sites in Florence and Milan. These results are used to identify the challenges of meeting not just the needs of Asian tourists but also simultaneously deriving commercial benefits and maintaining the Christian values of the settings. Emphases are placed on the roles of interpretation and the management of protected spaces to meet these goals.

Tourism and hospitality scholars have examined tourists' food experiences in the tourism context. However, little research has been focused on the experience of tasting slow food/wine and the market that consumes slow food/wine. This study aims to (1) understand the factors contributing to tourists' slow food experiences and (2) identify the market segmentation of tourists who experiences slow food and wine at a winery. Four hundred fifty-three online survey questionnaires were collected from Amazon Mechanical Turk (MTurk) platform. The critical research variable is slow food experience, which contains 16 items explained by four dimensions: (1) food, (2) place, (3) behavior, and (4) knowledge. Subsequently, a cluster analysis based on slow food experience measurement was adopted to discover the tourist market. The study identifies three markets: (1) hardcore slow food gastronomes, (2) common slow foodies, and (3) casual visitors. In the conclusion section, this study offers theoretical contributions to the slow food literature and managerial implications for tourism marketers to establish new marketing strategies.

The data sample used in this study is composed of 2,638 Chinese tourists who have travel experiences to the South Pacific region. This study examines the effects of memorable tourism experiences, destination cognitive and affective images, and satisfaction on revisit intention and their mechanisms from a cognitive–affective perspective. Results show that destination cognitive image, destination affective image, and satisfaction, respectively, play a mediating effect on the relationship between memorable tourism experiences and revisit intention. Memorable tourism experience is the most important predictor of revisit intention, and it mainly affects the cognitive image of a destination. In line with previous studies, this research has shown that memorable tourism experiences have significant impact on the destination image and tourists' revisit intention, which can provide significant implications for tourism practitioners and destination managers in the South Pacific islands.

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.

Stories are at the heart of tourist experiences and, not surprisingly, there is increasing use of accounts by tourism businesses and destination marketing organizations in their promotions. The use of stories within experiences is also beginning to emerge, although to date the focus has been on telling destination or business stories to tourists, who are cast in the role of an audience member. But a comprehensive model of tourist stories offers a wider range of innovative ways in which tourists can be involved in − and create − their own stories. This chapter uses such a model to generate and apply principles for tourism practice through a case study of an Australian island destination.

This study focuses on the guide role, experience context, and the subsequent cocreation strategies regarding the tourist experience. The guide role and the guide–tourist interaction are explored by using a qualitative research design. To illustrate how guides perceive their role, the experience context, and the strategies adopted in order to cocreate experience value for tourists, two different experiences are discussed: a guided tour at a rock art site and a guided nature-based tour in a northern landscape. Interpretive data analysis reveals how the tourist context may encourage or restrain the guides’ uses of different cocreation strategies, in particular storytelling. In addition, the findings indicate that the guides have different perceptions regarding their role, which influence their view and use of the available cocreation resources.

Creating memorable tourism experiences (MTE) is vital to obtain sustained tourism visits. In the digital era, infusions of various digital technologies in tourism services without admitting tourist emotions could jeopardize the experience. Drawing from a Service-Dominant Logic (S-DL) perspective, this study explains the complexity of digital tourism experience in the service system view, highlighting the importance of emotions as resources. It is composed of actors' orchestrations, connected by shared emotions, and enabled by sensory stimuli facilitated by the digital tourism ecosystem throughout the tourism journey. This study proposes a Memorable Digital Tourism Experience (MDTE) framework by identifying the focal actors, recognizing the emotions, and determining the moderating role of sensory stimuli enabled by various novel technologies. At last, several agenda and practical guidelines are proposed on how to operationalize the framework and different methodologies to explore Memorable Digital Tourism Experience.

Hanfu has been the Han ethnic costume in Chinese history. This study explores the travel motivation and experience of Hanfu tourists by conducting qualitative research on Hanfu tourists through photo-elicitation interviews with 25 participants covering four study regions, including the mainland of China, Taiwan, Malaysia, and Singapore. The results reveal seven motivations drive Hanfu tourists: (1) personal hobby, (2) seeking cultural identity, (3) social belonging, (4) Hanfu tourist photography, (5) career need, (6) influence on Hanfu movement, and (7) free space for wearing Hanfu created by tourism. Additionally, the seven types of Hanfu tourist experiences are (1) social experience, (2) cultural experience, (3) Hanfu performance experience, (4) nonvisual sensual experience, (5) learning experience, (6) challenge experience, and (7) pilgrimage experience. This study further furnishes theoretical and managerial implications as a reference for destination marketing targeting Hanfu tourists.