ABSTRACT
This chapter investigates the role of destinations and consumers in the co-construction process of the tourist experience. Whilst tourists' destinations offer a range of services, the overall value of the experience also involves consumers actively co-constructing their experience with this destination. Experience has been the object of intense academic research, especially with the studies produced by Holbrook and Hirschman in 1982 and more recently with Pine and Gilmore's work on the experience economy. The results from these various studies has singled out four key domains where co-construction takes place: projected traditional images, perception of the mountain, satisfaction strategies, and the role of companions. One of the key findings of the results collected was the active role that consumers played in adapting their surrounding environment to their preconceived images. Consumers' testimonies point to the fact that satisfaction is constructed with a true willingness to remain in a positive frame of mind and consciously choose not to notice some negative elements.
