Experiential tourist products: the role of servicescape

Nowadays tourists look for enriching and involving experiences, together with a more active role during their holidays. Tourism can be considered overall as an experiential and aesthetic product, which involves the five senses. In order to offer unforgettable and valuable experiences, tourist products should be designed in a way that takes into account the subjective reactions of the single customer. Therefore, in the design of the service process, firms must offer a physical environment that favours the opportunity for every customer to live unique and subjective experiences, based on the personal use of servicescape, taking always into account the subjective reactions of the single consumer.