Destination Marketing and Customer Experiences: Their Impact on Customer Delight, Place Attachment and Positive Word of Mouth

Abstract

This consumer-based study in marketing addresses several gaps in the scholarly research on the customer experience and consumer journey. It developed and empirically tested a model of tourism consumption centred on fun and authentic experiences covering all three stages in the consumer journey: pre-consumption, consumption and post-consumption. This study is the researcher’s response to academic calls for exploring creative new constructs and identifying important relative and interactive effects in the customer experience management research agenda. It offers a robust platform for formulating the customer experience management strategy.