Travel Reference
In-Depth Information
Conclusion
The present chapter has aimed to set the theoretical basis of experiential consumption and has
investigated its applications in the specifi c context of tourism. The last part especially sets out to
identify the main characteristics of the new tourist. Contemporary tourists belong to the fourth
generation of mass tourists and they have accumulated, through individual experience and
through their socialization process, an extensive experience in tourism consumption. At the
start of the twenty-fi rst century, we have recognized that tourist demand has evolved drasti-
cally, not only sustainable principles are blossoming but tourists have become more and more
involved in the production and diffusion of services (co-creation, customer empowerment,
etc.). Tourists also appear to be more confi dent in terms of what they expect out of a tourist
experience. For instance, their search for highly hedonic experiences seems to be increasingly
important and stronger as they have realized the necessity and benefi ts to their quality of life of
a successful vacation.
Experiential marketing concepts have been very useful in bringing a theoretical structure to
the understanding of the tourist experience. The six characteristics identifi ed via a CCT per-
spective appreciate the nuances and textures of the contemporary tourist landscape and thus do
not try to generalize the 'new tourist' paradigm. Indeed, these characteristics are more likely to
be related to 'a' new tourist/consumer among a large variety of segments of tourists/consumers.
While there are certainly consumers who are 'responsible and ethical', there are certainly large
and possibility even majority segments who care little about corporate responsibility practices.
For example, the emergence of a postmodern tourist with paradoxical behaviours, who subsists
along with other types of tourists such as the family tourist and the traditional and the modern
tourist leads tourism researchers and marketers to explore the values and desires within a con-
sumption context where juxtaposition, fragmentation, and individualisation are an integral part
of tourist behaviours and experiences.
The study of tourist behaviour also benefi ts from several decades of research in tourism
and leisure consumption, which complements this theoretical knowledge. As a result, the
understanding of the specifi cities of tourism consumption and of the behaviour associated with
its consumption has proved to be better understood over the years.Yet, there is a need for further
research on tourist experience itself and of the emotional processes at stake during the experience.
The current state of the literature shows some great knowledge developments, both from a
service quality point of view and also from an experiential perspective; but the years to come
should provide some even more interesting research project that will benefi t the understanding
of experiential consumption, and especially in a tourism context.
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