Abstract
The concept of experience has received widespread attention from the perspective of diverse
academic fields, given the multidisciplinary nature of the construct (Godovykh & Tasci,
2020). The experiential approach to tourism stems from the experience economy perspective
(Oh, Fiore, & Jeoung, 2007; Pine & Gilmore, 1999), emphasising the value of the customer
experience as a higher level of offerings (Morgan, Lugosi, & Ritchie, 2010; Scott, Laws, &
Boksberger, 2009). In his seminal work on experiential marketing, Schmitt (1999) anticipated
experiences becoming a dominant area in marketing. Since then, experience design following
a managerial perspective has increasingly become a salient topic for academics and professionals.