ABSTRACT
20This paper explores the concept of consumer experiences which appeals to the emotions, dreams, and desires as opposed to the functionality or utility of hospitality services. The advancement of technology has generated awareness and information for the consumer and has provided access to unlimited possibilities. The expectations of consumers have risen and service quality and reliability are taken for granted. The role of the consumer has changed from passive audience to an active participant in the service delivery process. The management of services through theatrical performance with the consumer as the star leading to the cocreation of the memorable experience is the differentiator in the competitive hospitality industry. The physical surroundings and the ambience of the place stimulates the five senses of taste, touch, sight, sound, and smell and are an integral part of the experience. The values, attitudes, and beliefs of the consumer are personal and they make the experience unique for each customer. The literature has been reviewed to arrive at managerial implications. The insights from emerging economies have been incorporated to illustrate the creation of memorable consumer experiences.
