Designing compelling accommodationscapes: Testing a framework in a rural context

Abstract

Well-designed experiencescapes are deemed a key factor in the marketing of tourist experiences aiming at positive tourists’ responses. However, this aspect has been underrepresented in empirical research focused on accommodation businesses. This study proposes the construct compelling accommodationscape and empirically tests a theoretical framework in a rural context through the lens of experiential marketing. The proposed construct is presented as the external stimuli that underlie an engaging context of the guest experience in lodging units, based on the idea that a holistic approach to stimuli can evoke interest and attention; and, subsequently, act as a driver to positive action. Apart from physical stimuli and staff performance, which have been the factors more commonly examined in services marketing, the construct compelling accommodationscape extends the servicescape approach by also addressing product-related factors, the existence of a theme and social interactions. Structural equation modelling applied to data from a survey administered in rural lodgings in Southwest Portugal supports that the five external factors underlie the proposed construct. In turn, compelling accommodationscape is positively related to tourists’ satisfaction and positive behavioural intentions. Theoretical and practical implications are provided for scholars and rural accommodation managers.

Camping Tourism Experience, Satisfaction and Loyalty: An Empirical Study From Croatia

“…In addition to the experience economy (Pine and Gilmore 1998) and experience marketing (Schmitt 1999), the possibility to conceptualize and apply the term "experience" in various areas has been the subject of many studies (Jensen et al 2015). Over the past twenty years, research related to the tourism experience has focused on defining the tourism experience (Palmer 2005;Trauer and Ryan 2005;Larsen 2007), the dimensions of the tourism experience (Pine and Gilmore 1998;Uriely et al 2002;White andWhite 2004, Ali et al 2016) and the conceptual models of the tourism experience (Cohen, 2004;O'Dell, 2007;Cutler and Carmichael, 2010;Chang et al 2014;Prebensen, 2014;Lee et al 2015Lee et al , 2015aLee et al ,b, 2016Lee et al , 2017Tan 2017;Xu 2018;Lin and Lee 2019;Agapito 2020;Zhang and Walsh 2020). The work of Pine and Gilmore was followed by other studies focused on the experience concept in the field of tourism (Oh et al 2007;Hosany and Witham 2010;Mehmetoglu and Engen 2011;Lee et al 2015, Lin and.…”

Introduction to the Handbook on the Tourist Experience: Design, Marketing and Management

“…Stemming from the servicescape concept, which originally focused on the physical surroundings boosting service encounters and resulting in approach or avoidance responses (Bitner, 1992), experiencescapes are related to the experience arena contributing to enhancing consumer experiences in tourism and hospitality contexts (Chen, Suntikul, & King, 2019;Mossberg, 2007;O'Dell & Billing, 2005;Tasci & Pizam, 2020). Several dimensions have been highlighted by different authors as underlying experiencescapes, such as sensory elements, functional aspects, social factors, products, themes, natural elements, cultural components and hospitality culture, depending on the context of analysis (Agapito, Pinto, Ascenção, & Tuominen, 2021;Mossberg, 2007;Tasci & Pizam, 2020). This perspective is reflected in Figure 1.1.…”

Handbook on the Tourist Experience

“…Stemming from the servicescape concept, which originally focused on the physical surroundings boosting service encounters and resulting in approach or avoidance responses (Bitner, 1992), experiencescapes are related to the experience arena contributing to enhancing consumer experiences in tourism and hospitality contexts (Chen, Suntikul, & King, 2019;Mossberg, 2007;O'Dell & Billing, 2005;Tasci & Pizam, 2020). Several dimensions have been highlighted by different authors as underlying experiencescapes, such as sensory elements, functional aspects, social factors, products, themes, natural elements, cultural components and hospitality culture, depending on the context of analysis (Agapito, Pinto, Ascenção, & Tuominen, 2021;Mossberg, 2007;Tasci & Pizam, 2020). This perspective is reflected in Figure 1.1.…”