Tourism, a multifaceted phenomenon, involves a kaleidoscope of motivations and experiences for those who practice it. Investigating the intrinsic nature of the tourist experience has proven essential to understanding how tourists interact with their destinations, the underlying reasons for their travel choices, and the interpretations they give to their experiences.
Experiential tourism has risen to the forefront of tourism activity. Its uniqueness lies in its focus on building authentic, relevant, and memorable experiences for tourists. In contrast to traditional methods based on visiting tourist sites or monuments, experiential tourism is grounded in immersion in local culture, participation in genuine activities, and emotional connection with the destination. Travelers increasingly seek unique and enriching experiences that allow them to integrate into the daily lives of locals, learn about their traditions and customs, and engage in meaningful activities. In the post-COVID-19 era, the demand for these emotional and sensory experiences has intensified, with travelers looking to break monotony and find a greater sense of connection and meaning in their journeys.
Experiential tourism focuses on the notion of experience and has been integrated across the tourism industry. It highlights the emotions, feelings, details, and unique experiences lived by tourists, making them the protagonists of the story they discover in the destination they visit (Fons et al., 2021, p. 3).
This experience is highly influenced by the moment of “consumption,” which is considered a complex moment due to its existential and phenomenological nature and its multifaceted character (Diego-Velasco & Gallarza, 2020, p. 47).
While it is true that there are many types of tourist experiences that can arise from different modes, it is equally true that those born from the heart of a destination’s uniqueness, based on the cultural aspects that make them singular, are generally the ones that have the greatest impact on visitors. From this perspective, in the development of experiential tourism, the role of the service provider is crucial, as unmatched experiences must be offered by expert and passionate individuals who can convey a deep knowledge and love for the culture they represent, from which these unique experiences will emerge. Furthermore, it is necessary that the experience takes place in the emblematic location where it originates, meaning that the location of the business is an integral part of the experience itself.
Social approval and recognition (Cialdini, 2022) from the local community is a fundamental attribute in experiential tourism. This manifests itself through praise for those who experience the service and a sense of belonging to the community that shares this experience. The local community plays an active role in promoting and validating the experience, which adds an element of authenticity and integration.
Additionally, the ability to share through social networks, via photos and videos of the moment, is another indispensable attribute of the experience. This allows everything lived to be prolonged beyond the visitors themselves. To facilitate this, service providers can offer a photographic report to be delivered to tourists for their use, enjoyment, memory, and sharing.
Developing experiential tourism brings benefits such as a less elastic demand and a general willingness from tourists to pay whatever it costs, even if slightly higher than other tourist services, for the promised experience.
Moreover, the local community benefits from this type of tourism, as the social approval and recognition that the local community grants to tourists participating in the experience adds an element of authenticity and belonging to the tourist experience. Additionally, the local community not only praises visitors but also plays an active role in promoting them, which strengthens the relationship between tourists and the host community, thus giving meaning to one of the intrinsic characteristics of tourism activity.
Experiential tourism allows for personalization and flexibility, which customers highly value because it gives them the ability to adapt the experience according to their individual preferences. This personalization significantly contributes to the perception of authenticity and customer satisfaction. However, it also presents challenges in terms of operational efficiency and expectation management, highlighting the need to balance personalization with commercial viability.
In summary, experiential tourism offers a wonderful opportunity for tourists interested in more than just traditional sightseeing. By immersing themselves in local cultures, participating in authentic activities, and establishing meaningful connections with the communities they visit, tourists can enjoy transformative and memorable experiences. This approach not only enriches the lives of travelers but also supports local economies and fosters greater understanding and respect between different cultures. Thus, experiential tourism positions itself as a sustainable way to explore the world, inviting adventurers to live each destination in a genuine and unforgettable way.
