ABSTRACT
This chapter introduces those issues and trends that underpin why the emergence of experiential marketing is essential to our understanding of the tourist experience. The chapter provides the reader with a deeper understanding of the main pillars of a successful and memorable experience and explains how a tourist experience can be developed. With an array of examples and case study scenarios, the chapter provides an appreciation of the different service components that can be cultivated to provide a memorable experience in the context of tourism and hospitality.
