Experience management as an innovative approach in emerging Mediterranean destinations

Abstract

Recent experience-centric management theory stresses the quality of the interaction between the consumer and the company as the key contributor to the creation of value. The theory follows that understanding tourists' quality of service experience (QSE) is crucial if tourism managers are to effectively support the value cocreation experience. This study examines the impact of QSE on destination image, as well as the impact of these variables on positive word-of-mouth and revisit intentions. The hypotheses are tested with data from a convenience sample of 1362 tourists who were surveyed in seven emerging Mediterranean destinations. Notably, the variable QSE is considered to be a formative variable, with four main dimensions named in the literature review. The data analysis includes a multivariate analysis using SmartPLS 3.0. By confirming the set of hypotheses, the role of QSE as an antecedent of destination image and behavioral intentions is underlined. Managerial implications are also provided.