ABSTRACT
This chapter develops a theory of experiential dissonance which is a new concept referring to situations where tourists are attracted by one experience (called Frame), but another experience (called Occupant) is crucial for the positive value of the total experience and for the Frame experience being consumed again. The inspiration for the theory resulted from one specific case study concerning a safari park where families come to see the animals, but the playground is the decisive factor in making a good day. The chapter develops a theory and model to explain the tensions that experiential dissonance creates for customers. The chapter discusses the consequences of the theory for general experience theory and for tourism experience providers.
