This paper seeks to provide a framework that will help us identify and better understand the major challenges we face in consumer/tourist experience research. These challenges have both theoretical and managerial dimensions. Based on an extensive and comprehensive review of the current literature in the fi eld, we have categorised extant knowledge into six main streams of theoretical thinking and empirical research. These streams were identifi ed as the fundamentals of the experience, experience-seeking behaviours, methodologies used in experience research, the nature of specifi c tourism experiences, managerial issues in the design and delivery of experiences, and the evolutionary trail of experience thinking. I t has been nearly a decade since Pine and Gilmore (1999) published their popularising treatise on 'The Experience Economy', and over a decade since the appearance of one of the earliest scholarly journal research articles on the tourism experience: 'The Service Experience in Tourism' (Otto and Ritchie, 1996). This paper sought to provide some initial insights into the critical dimensions of 'the experience' in tourism -and served to launch us on our quest to better understand what many have argued is the central challenge facing tourism planners, namely, the design of effective touristic experiences.In preparing this review, we fi rst undertook to thoroughly examine material on 'the experience' so as to provide an overview of existing research. We then proceeded to sort the documentation into six broad categories or 'streams', each of which appeared to refl ect a stream of thinking and related research. The streams identifi ed were as follows:Stream 1 -the 'fundamental stream' involves conceptual work and/or research that sought to defi ne and understand 'the essence' of 'the tourism experience'. This includes a sub-stream in which researchers use specifi c theoretical frameworks as their point of departure;Stream 2 -a stream of thinking/research that sought to understand the tourist's experience-seeking behaviour; Int. J. Tourism Res. 11, 111-126 (2009) to manage the delivery of a basic/satisfactory/quality/extraordinary/memorable experience;
INTERNATIONAL JOURNAL OF TOURISM RESEARCH