The authors develop a measurement scale tapping Pine and Gilmore's (1999) four realms of experience that is applicable to lodging and, potentially, tourism research across various destinations. Focusing on the bed-and-breakfast industry, the authors conducted preliminary qualitative studies and a subsequent field survey to collect data from bed-and-breakfast owners and guests to develop and test a proposed model of experience economy concepts. The proposed measurement model includes four realms of experience and four theoretically justifiable nomological consequences. The data supported the dimensional structure of the four realms of experience, providing empirical evidence for both face and nomological validities of these realms and a starting point for measuring emerging experience economy concepts and practices within lodging and tourism settings. The authors discuss ways the measurement scale can be further refined for adoption by destination marketers and directions for future research.

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With the use of an on-line retailer's Web site and an experimental method with 103 university students, statistical support through path analysis was found for positive influences of optimum stimulation level (preferred level of environmental stimulation) and recreational shopping on hedonic value (trying an image-interactivity feature of an apparel Web site as a stimulating experience). The Web site's mix-andmatch image interactivity feature allowed creation of visual images of product combinations. The path-analysis model revealed significant paths between hedonic value and resulting emotional pleasure and arousal variables. A pattern of significant paths was also found between these three variables and global attitude, willingness to purchase, and willingness to patronize the on-line store. Theoretical and managerial conclusions are provided.

The present study empirically examined whether image interactivity technology (IIT), which enables the creation and manipulation of product images on a retailer's Web site, affects experiential value and instrumental value.This study also examined whether IIT affects telepresence (i.e., simulated experience with the product in a store) and how IIT, telepresence, and value variables affect consumer responses toward an online retailer. A proposed model was supported using an experimental design with 206 subjects and Analysis of Moment Structures. Significant hypothesized paths were found between level of IIT, telepresence, and value variables. In addition, telepresence, experiential value, and instrumental value produced significant hypothesized paths with consumer response variables (attitude, willingness to purchase, and willingness to patronize). Implications for Web site development and marketing apparel online are provided.

Reflecting the integrative nature of shopping experience, the present conceptual paper proposes an overarching Stimulus-Organism-Response (S-OR) based shopping experience framework.