ABSTRACT
Tourism is an experience-intensive activity. Tourists travel in order to experience things and events that are not available in regular life and surroundings. Thus, experiences become the main motivations of a trip. There is a wide consensus about the role and importance of experience for tourism organizations. Yet, marketing strategies for creating, communicating, pricing and dissemination of experiences are still not clear. Traditional marketing theories that define customers as rational decision makers are not able to explain the experiential consumption and hedonistic decision making particularly in tourism. This chapter, after defining customer experience and its relationship with tourism destination marketing, explores experiences in the light of marketing mix strategies. Various concepts, implications suggested and examples are offered for product, promotion, price and place which would offer an integrated marketing strategy of supplying experiences in tourism destinations.
