Theoretic Models for Tourist Experience Design

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The promotion of local economic development processes in a metropolitan area often depends on its ability to attract sustainable tourism flows and to provide a high quality of life for citizens. Both are basic conditions to enhance the competitiveness of an urban context, but are possible only if territorial planning strategies are focused on the real "experience" lived by tourists and citizens while they get in touch (either virtually or physically) with that place. This is the reason why all the choices made by policy makers, urban planners, and territorial marketing managers should be aimed at promoting the best experience possible for people visiting and living the city. Thus, there is a need for theoretical models able to support practitioners in their effort for "experience design", which can find in the marketing literature – and in particular in the studies on tourism experience - many interesting conceptual basis. This research topic is growing very rapidly in the last years, but at the moment is still characterized by a high fragmentation and a lack of systematic theoretical models. Starting from these considerations, the purpose of the paper is to fill this gap by presenting a conceptual framework specifically developed in order to give a solid basis for the design, management and evaluation of the experiences lived by people when they plan, visit and remember a place.
Introduction
Cities are first of all places where people spend a significant amount of their time doing something useful, interesting or enjoyable. This is true for residents living there, but also for tourists who visit the city for a short while and aim at exploiting every single moment spent there in order to justify the money and the time invested int...

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...onsumers of cultural products, but is extended with some further constructs which have already been the object of a first empirical test. Furthermore, the model is built taking into account both to the role of tourist firms and territorial managers and of tourists and residents, as contributors to the experience environment of a place.
The model consists of three complementary and consequential elements:
• the experience process, which is the dynamic representation of the progressive development of the experience along the time;
• the experience drivers, which are the factors that, through a dynamic and interdependent interplay, contribute to give the experience a specific form and qualification, improving its intensity and memorability;
• The experience mix, composed by a system of levers that policy makers and managers can use to enact the experience drivers.

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