A Marketing Approach to the Tourist Experience

The aim of this paper is to present and discuss two frameworks about tourist experiences from a marketing point of view. The first one illustrates the co‐production of tourism products across the tourism and the creative industries. The second indicates some important factors influencing tourists' experiences. No matter what kind of tourism product we have in mind (e.g. a medieval festival, or a visit to a museum), the tourist will be influenced by the experiencescape, wherein personnel, other tourists, physical environment, products/souvenirs and theme/story play a major role.