Measuring the components of the visitor experience at a mountain attraction

Summary of the study

Previous research on mountain tourism has looked at economic, environmental, social and political impacts. As only limited studies assessed visitors' perceptions of their experience, this study aims to investigate the tangible and intangible visitor experience in a Tyrolean alpine tourism attraction. The study adapted the customer experience model by Klaus and Maklan (2012). This model suggests that customers base their experience perceptions on the quality of the product experience, the outcome reference, moments of truth and peace-of-mind. The model was used to validate the influence on the overall quality of the customer experience at the mountain attraction by conducting a structured survey with 207 face-to-face interviews on site. The results of the confirmatory factor analysis (CFA) did not confirm the four-dimensional structure, likely due to the differences between the mountain attraction experience and the mortgage loan experience examined in the original study.

Instead, a principal component analysis (PCA) suggested a different dimensional structure of components arbitrarily named as functional, social, comparative, and normative aspects of the visitor experience. The results are based on a sample collected in a specific time period using convenience sampling. While the sample size met the requirements for data analysis, a confirmatory factor analysis would benefit from a larger sample size. The dimensions of the consumer experience of visiting a mountain attraction may not be concrete or objective. Consequently, they may produce different types of attributes that influence behavior. Social exchange theory could explain relationships between visitors and service providers and their consequences. Attraction managers should increase the benefits for visitors and service providers to improve their relationships and thus the experience.

This study investigated the applicability of an existing model of experience consumption in the context of a mountain attraction. The results present a revised model that may be applicable in other tourist attractions.

Key findings of this study

• The confirmatory factor analysis could not confirm the originally tested four-dimensional customer experience model by Klaus and Maklan (2012) in the context of mountain tourism. This indicates fundamental differences between the mountain tourism experience studied and the mortgage loan experience on which the original model was based.
• Instead, a principal component analysis suggested a new dimensional structure of the visitor experience. These components were arbitrarily labeled as functional, social, comparative and normative.
• The study shows that the dimensions of the consumer experience when visiting a mountain attraction are not always concrete or objective. Rather, they can include subjective evaluations and interpretations that affect behavior.
• For attraction managers, this means that they should implement operational strategies to minimize risk and provide information. In addition, improving interactions between visitors and service providers is crucial to optimize the social experience.
• The research contributes to investigating the applicability of existing experience consumption models in tourism and presents a revised model. This could also be applied in other tourist attractions and is important for their branding and marketing.