Travel Reference
In-Depth Information
dominant logic and the notion of co-construction (Vargo and Lusch 2004; Carù and Cova
2006; Edvardsson, Tronvoll and Cruger 2011; etc.), and the understanding of emotions in the
experience (Oliver 1980; Westbrook 1987; Richins 1997; etc.), which are discussed in other
chapters in this volume.
The experiential approach in the tourism context
Surprisingly, despite the relevance of tourism consumption contexts as exemplary to study
experiential consumption theory and practice, tourism has rarely been the object of experiential
marketing studies in the mainstream marketing fi eld. In contrast tourism marketing and consumer
behaviour researchers have been slow to embrace experience marketing theory and practice,
despite the fact that many tourism and leisure researchers have provided very interesting insights
into behavioural processes associated with the distinctive characteristics of tourism experiences.
Indeed, tourism embraces such a vast array of experiences, ranging from a short weekend visiting
family to a world tour that might last a year that it may impede the application of experience
marketing concepts. Everything about tourism consumption is different from other forms of
services: it involves multiple encounters and staying in a different place and culture for a relatively
long length of time (longer than any other service experiences studied apart from perhaps
hospital stays). It often takes place in locations where tourists would not necessarily wish to
live on a daily basis (coastal areas, islands, countryside, high up mountain resorts, developing
countries . . .) but that are prized for their resources (space available, activities, weather, 'exoticism'
of the location, etc.). In order to explicate the tourist experience, the following section addresses
two main components of tourist behaviour: motivations and, the different experiences that
tourists seek at the destination.
The specifi cities of the tourist experience: motivation to escape
To understand fully tourist behaviour it is important to understand what drives tourists to
consumer vacation experiences, since this dictates what types of experiences they seek from a
tourism product or destination. The fi rst and most important motivation expressed by tourists is
that of getting away from their daily life: a priori to the idea of travelling is the identifi cation of
need to escape the usual environment. The strength of this motivation is associated to the fact
that getting away represents a facilitating factor to an achievement of other motivations that will
be experienced at the destination. For instance, to be in a different location allows tourists to
forget about their daily burdens (stressful urban environments but also simple everyday burdens
such as the pile of washing up or the DIY that needs to be done around the house). The only
way to detach from those daily burdens is to physically get away, this then allows tourists to free
their time and spirit to immerse themselves fully in their holiday experience. This element has
strong implications in terms of managing the experience as tourists on vacation seek freedom
from elements that remind them of the negative aspects of their daily life (long commuting,
crowded and noisy environments, pollution, excessive noise, queuing, imposed rhythms, lack of
space, etc.).
The specifi cities of the tourist experience: what tourists seek
The second dimension to the tourist experience lies with what tourists seek while at the
destination. One of the most frequently cited studies of motivations was that by Crompton in
1979 that investigated travel motives of a small sample of tourists. This study identifi ed eight
